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 (aka Metric Mogul) is an analytics and digital marketing consultant. He helps business of all sizes become more data-driven through measurement, strategy and activation. He works as a Strategic Analytics Director at Jellyfish in London, as well as delivering training on behalf of Google and formerly General Assembly.