Website Users vs Sessions: Why the Analytics Counts Are Different

The six points in the video

This is a silent video. The headings, explanations and labels below reproduce the information on screen.

1. 1

   Step 1: A session groups interaction

   0:18

   It represents a period of interaction with a website or app.

   On-screen labels: Session start; Recorded activity; Session rules.

2. 2

   Step 2: A user can return later

   0:30

   One recognised user can start several sessions over a reporting period.

   On-screen labels: First session; Later session; Same recognised user.

3. 3

   Step 3: User metrics have definitions

   0:42

   Active users, total users and new users are different measures.

   On-screen labels: Active users; Total users; New users.

4. 4

   Step 4: Identification has limits

   0:54

   Devices and measurement settings affect how activity is recognised.

   On-screen labels: Device context; Measurement settings; Reporting identity.

5. 5

   Step 5: Check the reporting period

   1:06

   The same date range is needed for a useful comparison.

   On-screen labels: Selected dates; Metric definition; Report scope.

6. 6

   Step 6: Avoid treating counts as people

   1:18

   Recorded analytics users are a measurement, not a complete customer census.

   On-screen labels: Measured activity; Collection limitations; Business context.

See it in a diagram

Read the diagram as text

1. One user: The recognised analytics user
2. First session: An initial period of interaction
3. Later session: A separate return interaction

Read the metric name. Active users, total users and sessions have different definitions.

Device identification and measurement settings affect the reported counts.

Diagram by Jersey Web. Open full size · Source and further detail (opens in a new tab)

Common questions

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