Why Your GA4 New User Count Might Be Higher Than You Expect

Estimated Reading Time: 4 Mins 1 Sec

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If you’ve been checking your reports in Google Analytics 4 (GA4) and noticed that your new user count looks surprisingly high, you’re not alone.

It’s a common point of confusion for marketers and business owners. However, once you understand how GA4 tracks users, it makes a lot more sense.

Let’s break it down.

GA4 Tracks Users with Client ID (Not Always Perfect)

When someone visits your website, GA4 assigns a Client ID to them, which is stored in a first-party cookie called _ga.
This ID is what GA4 uses to recognize whether someone is a returning visitor or a brand-new one.

If the cookie is missing or reset, GA4 thinks they are a new user — even if they’ve visited your site before.

Here’s when that can happen:

• The visitor clears their cookies manually.

• The visitor uses a different browser or device.

• Privacy-focused browsers (like Safari on iOS) limit cookie lifespans.

• Browser settings or ad blockers delete cookies automatically.

Because of this, even a returning customer could show up as a new user.

Privacy Changes Are Making It Happen More Often

Modern privacy rules and technology updates are shrinking cookie lifetimes.

For example:

• Safari and other iOS browsers may limit cookie life to just 7 days — or even 24 hours in some cases.

• Other browsers may delete cookies automatically after a session or block tracking altogether.

This means even if someone visited your website last week, GA4 might no longer recognize them when they return.

Result? Your new user number goes up.

Shorter Cookie Expiration Settings Also Play a Role

In GA4’s settings, you can control how long user cookies should last — up to 25 months by default.
But if you (or privacy regulations) have set a shorter expiration, you’ll likely see more "new users".

Common expiration settings include:

• 2 years (default)

• 14 months

• 1 month

• 1 week

• 1 day

• Session-only (cookie disappears when browser closes)

Shorter expiration = higher new user counts.

Ad Blockers and Tracking Prevention Impact GA4 Too

Many people today use ad blockers or privacy tools that block cookies entirely.
If GA4 can’t set a cookie in the first place, it can’t recognize that person on future visits — and marks them as new every time.

It’s not an error; it’s just the reality of digital privacy today.

What Can You Do About It?

You can’t completely fix this issue — it’s how GA4 and modern browsers work now.
But you can reduce inflation by:

• Setting up User-ID tracking if you have logged-in users.

• Educating your team/clients about these expected variations.

• Using trends over time rather than obsessing over exact user counts.

• Combining new user data with other engagement metrics for a fuller story.

Final Thoughts

Seeing a higher number of new users in GA4 isn’t necessarily bad — it just reflects how digital privacy and tracking limitations are evolving.

Focus more on behavioral patterns (like session engagement, conversions, and customer journey paths) rather than stressing over absolute user numbers.

GA4 gives you powerful tools — it just requires a little context to use them right!