Google Analytics Account and Property Structure
Google Analytics organizes data into accounts (top-level containers for businesses or organizations) and properties (specific websites, apps, or user experiences within an account). Use 1 account per business and create a new property for each distinct website or user experience (not per domain, as one site may span multiple domains).
Choosing the Right Account
- Select or create an account based on your business needs: one account typically suffices per business, as each supports up to 2,000 properties (a mix of Universal Analytics and GA4).
- Ensure you have Editor or higher permissions at the account level before adding properties.
- In the Admin panel (gear icon, bottom-left), verify the correct account is selected in the Account column.
Choosing the Right Property Type and Setup
- GA4 (Google Analytics 4) is recommended for new setups, supporting Web, Apps, or Web + App tracking in one property.
- Create a property for each unique tracking need (e.g., separate for different websites).
- Avoid over-fragmenting: multiple sites under one property if they share user experiences; otherwise, separate for isolated analysis.
| Factor | Recommendation | Why? |
|---|---|---|
| Property Name | Descriptive (e.g., business name + site identifier) | Easy identification among multiple properties. |
| Time Zone & Currency | Match your primary audience/reporting needs | Accurate reporting. |
| Industry/Business Size/Objectives | Select accurately; choose "Other" for full standard reports | Tailors setup without limiting data. |
| Data Streams | Add after creation (Web/App streams) | Enables tracking code installation. |
Step-by-Step Setup Process
- Log in to Google Analytics and click Admin (bottom-left gear).
- In the Property column, click + Create Property or Create > Property.
- Enter Property Name, select time zone, currency, industry category, business size, and objectives; click Next.
- Choose property type (e.g., Web + App for GA4); configure basic settings.
- Obtain tracking code/Measurement ID from Property settings > Data Streams; install on your site (or via Google Tag Manager).
- Verify data collection in real-time reports; adjust settings like data retention.
- Optional: Link to BigQuery or Firebase for advanced use.
Best Practices and Common Pitfalls
- Start with GA4: Universal Analytics is deprecated; migrate if needed.
- Permissions: Must be Editor+ at account level.
- Limits: 2,000 properties per account; contact support to increase.
- Verification: Check real-time data post-install; use Setup Assistant for recommended features.
- For apps or cross-platform, integrate Firebase projects.
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