We commonly think about the actions that users perform, although patterns in the actions that users do not perform can also surface meaningful insights.
The cohort filters in the Explore report allow you to filter for user profiles of users who have not performed an event. Click on All User(s) to select an event. Click on DID above the event to switch to DID NOT. This will return a list of users who have user profiles who did not perform a particular event within a date range.
Click Save to save this as a cohort of users.
Alternatively, when using a cohort in your reports, you can toggle between analyzing users who are “in” or “not in” the cohort.
To get started using JQL, check out the JQL developer guide.
When in doubt, consider the events that users do
Often questions that involve investigating the actions that users do not perform can be also researched by examining the actions that users do perform. For example, when investigating the behavior of users who do not log in, traits of users who do log in can lend some insight into what encourages a user to log in, and highlight what the users who do not log in may be missing.