In Google Analytics, I couldn’t find the Returning Users metric as easily as I expected. Like many beginners, I wanted to know: How many people come back to read my blog again? That’s a key signal that my content is resonating.
I asked Gemini for help, and thankfully, I figured it out. Now, I want to share this with you — especially if you’re just starting your journey into Google Analytics 4. I believe in learning by doing and sharing every lesson learned. This step-by-step guide will help you uncover how many returning users you have from different countries using GA4’s powerful Explore feature.
But that’s not the only way. You can also find returning users using the Reports section or the Traffic Acquisition method with customized reports in GA4, which I’ll walk you through after the Explore method.
Method 1: Use Explore to Find Returning Users by Country in GA4
Want to know which countries your returning users come from? Follow this updated step-by-step guide using GA4’s Explore section — the most powerful way to build custom reports.
Log In to GA4
- Visit analytics.google.com and open your GA4 property.
Navigate to the Explore Section
- On the left sidebar, click “Explore.”
- Click on the “+ Blank” template to start a new custom exploration.
Name Your Exploration
- Give your exploration a clear name like “Returning Users by Country.”
Add the Required Dimensions
- Under the Variables panel (left side), click the “+” next to Dimensions.
- Search for Country and check the box.
- Click “Confirm.”
Add the Required Metrics
- In the same Variables panel, click the “+” next to Metrics.
- Search for Returning users and check the box.
- Click “Confirm.”
Configure the Report
In the Tab Settings panel (middle section):
➤ Add Country to Rows:
- Drag Country from the Variables panel into the Rows section.
➤ Add Returning Users to Values:
- Drag Returning users into the Values section.
Adjust the Date Range (Optional)
- At the top of the Variables panel, click on the Date Range selector.
- Choose your preferred date range (e.g., last 30 days, custom, etc.).
👀 Final Output:
You’ll now see a dynamic table showing:
- Countries (in rows).
- Number of returning users from each (in values).
Method 2: Use Reports to Find Returning Users
If you’re not ready to use Explore, you can still get insights from the Reports section:
Go to Reports
- In the left-hand menu, click Reports → Life cycle → Retention.
View Returning User Data
- This page highlights New vs Returning Users over time.
- You can hover over the graph to see how many returning users visited on specific dates.
Add Country Dimension (Optional)
- Click on the plus (+) icon above the chart or table.
- Add Country as a secondary dimension.
This won’t give as much flexibility as Explore, but it’s a good quick snapshot.
Method 3: Use Acquisition → Traffic Acquisition (Custom Report Option)
This is another great way to uncover where your returning users are coming from.
Go to Reports
- Head to Reports → Life cycle → Acquisition → Traffic Acquisition.
Customize the Report
- Click on the pencil (✏️) icon in the top right to customize the report.
- Click Metrics, search for Returning users, and add it.
- Then click Dimensions, search for Country, and add that too if not already present.
Save the Report
- Once customized, click Apply, and then Save the report.
This gives you a clear view of:
- Traffic sources bringing back users
- Countries of those returning users
✨ Pro Tips for Deeper Insights:
- Use the Device Category or City dimension for more granular breakdowns.
- Apply filters to focus only on certain geographic regions or traffic sources.
- Export the report as CSV, PDF, or share a link with your team/client.
Conclusion: Start Tracking Google Analytics Returning Users Today
Understanding your audience starts with knowing who comes back. By learning how to track Google Analytics returning users, you’re tapping into a vital metric that shows how well your content resonates. Whether you use the Explore section, the standard Reports, or Traffic Acquisition with custom setup each method helps you grow smarter with your data.
Remember, every returning visitor is a sign you’re doing something right. Keep tracking, keep improving, and keep sharing your journey. That’s how we grow together.
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Anup Ain
Hey, my name is Anup Ain. I am a blogger and a digital marketing intern. I enjoy sharing my knowledge and experiences with others.