User vs. Session Segmentation in Google Analytics

When creating custom reports in Google Analytics you have the choice of creating User or Session conditions. In order to pull the correct data you need to understand the difference between these two settings.

Ed Brocklebank is the founder of Metric Mogul, a digital analytics consultancy. He helps business of all sizes become more data-driven through marketing technology. He runs training for General Assembly London on Google Analytics and Google Tag Manager.