How to Filter Users Who Did Not Perform an Event for the First Time Ever

Elena M. · 2026-01-28T09:04:51.354Z

is there a way to do the opposite of “First time ever” filter? I want to filter for people who didn’t perform the event for the first time ever

You can approximate the “opposite” of First time ever by using cohorts and filters, but there is no single built‑in “Not first time ever” toggle mentioned in the docs.What the docs do say: - First Time Ever filter limits an event to only the first instance per user. [Reports filters] - Cohorts can be built from “did” / “did not do” logic and then used as filters in reports. [Cohorts; Cohorts FAQ]Given that, a common pattern to get “non‑first‑timers” is: 1. Build a cohort of first‑time users for that event using the First Time Ever filter (e.g., “Users who did Purchase (First time ever) in last 30 days”). [Reports filters; Cohorts] 2. In your report where you analyze the same event (without the First Time filter), exclude that cohort using a global filter: - Filter → Cohort → “is not in” your first‑time cohort.This effectively leaves you with users who did the event in the period but are not counted as first‑time for that event.The knowledge sources do not explicitly document a direct “not first time ever” filter on the event itself, only the positive First Time Ever filter and cohort‑based inclusion/exclusion.

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