Misunderstood Metrics: New Users vs New Visitors in Google Analytics

Discrepancies in the New vs Returning Users Behavior Report

You might have looked at your Behavior > New vs Returning users report in Google Analytics (GA) at some point and noticed some odd discrepancies in the numbers (see visual below).

Some immediate questions come to mind here:

1. Why don’t the total number of New Visitors and Returning Visitors add up to overall Users?

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