Create Your Google Analytics Account and Property

Objective

To help users correctly set up a new Google Analytics (GA4) account, property, and data stream structure in alignment with their business model. This ensures clean data collection and accurate reporting from web and/or mobile sources.

Overview

This SOP covers:

1. Understanding the structure of a Google Analytics account
2. Mapping GA4 account structure to your business model
3. Step-by-step setup of a GA4 account and property
4. Choosing data sharing and business objectives
5. Initial configuration of data streams

Step 1: Understand the GA4 Structure

A Google Analytics 4 setup is made up of three core levels:

• Account
  A container for properties owned by a business entity. Each organisation should typically have one account.
• Property
  Represents a grouping of user data, like from a website, an app, or both. This is where your data is processed and linked to tools like Google Ads.
• Data Stream
  Represents the flow of data from a website or an app to the property, and the source of incoming data. There are three types of data streams:
  • Web data stream (for websites)
  • iOS app stream
  • Android app stream

Best Practice:

Note that in most cases, you should use a single web data stream to measure the web user journey to ensure consistent user and session reporting. For web journeys that span domains, use a single web data stream combined with cross domain measurement.

Step 2: Map Your Account Structure to Your Business

Match your GA4 account/property structure to your business operations. Here are a few common setups:

Example 1: Simple Website

Business: Fashion blog with one site

• 1 Account
• 1 Property (for the blog)
• 1 Web data stream

Example 2: Mobile Game App

Business: Mobile game on Android & iOS

• 1 Account
• 1 Property
• 2 App data streams (iOS and Android)

Example 3: Multi-Platform, Multi-User Base Business

Business: Food delivery service for customers and drivers

• 1 Account
• 2 Properties (1 for customers, 1 for drivers)
• Each property has 3 data streams:
  • Web
  • iOS
  • Android

Step 3: Create Your GA4 Account

1. Go to analytics.google.com
2. Click Start measuring

3. Enter your Account Name
4. Select your Data Sharing Settings (tick according to privacy preferences)
5. Click Next

Step 4: Set Up Your Property

1. Enter a Property Name (e.g., “Main Website Property”)
2. Set your Reporting Time Zone
3. Select your Currency

You can create multiple properties under an Analytics account, but most small or medium-sized businesses will have a single account and property, depending on the structure for things like lines of business, parent entities, and more.

Step 5: Define Business Details & Objectives

1. Answer business size and industry questions

2. Choose your Business Objectives

This step is important because it will generate reports specific to the business objectives that you choose.

You may choose from objectives such as:

• Generate leads
• Increase online sales
• Get baseline reports (generic)

Tip: If unsure, choose Get Baseline Reports — you can update this later.

Step 6: Agree to the Terms

1. Read and accept the Terms of Service Agreement
2. Your Google Analytics account and first property will now be created
   

NOTE: For the Data Collection (5) portion, continue reading SOP 2 and SOP 3.