Google Analytics properties: a practical guide

In the fast-moving world of digital analytics, Google Analytics remains a widely used tool for understanding website traffic and user behaviour. To configure it effectively, you need to understand how properties work. This guide explains what a property is, how to create and manage one, and how to keep your analytics setup organised.

What is a property in Google Analytics?

A Property in Google Analytics represents a digital asset, such as a website or mobile app, whose data you want to collect and analyse. Each property has its own identifier and data streams, settings and configuration. This structure is especially useful when an organisation manages several websites or apps.

Key features of a property:

• Unique tracking ID: Identifies the property and connects incoming measurement data.
• Data streams: Collect data from sources such as websites, iOS apps and Android apps.
• Customisation options: Apply property-specific settings, access controls and reporting configurations.

How do you create a property in Google Analytics?

You can create a new property from the Admin area and then connect the relevant website or app.

Step-by-step guide:

1. Log inAt the Google Analytics account log in.
2. Open the Admin area: Select the cog icon in the lower-left corner and open "Administration" click.
3. Select account: In the first column, select the account that should contain the new property.
4. Create property:
   • In the property column, select "Create property" click.
   • Enter a property name , choose the reporting time zone and the currency .
5. Configure the property:
   • Follow the setup flow for your website or app and choose the appropriate data-stream type. Web, App or Web + App (Google Analytics 4).
   • On "Next" and add any requested business information.
6. Create a data stream:
   • For a website, enter its URL and stream name.
   • For an app, follow the instructions for the relevant platform.
7. Add the measurement tag:
   • Once the stream has been created, Google Analytics provides a Tracking ID (for Universal Analytics) or a measurement ID for GA4.
   • Add the Google tag to the website directly or deploy it through a tag-management system.

How do you delete a Google Analytics property?

If you no longer need a property, you can move it to the bin from its property settings.

Step-by-step guide:

1. Log inThe Google Analytics account account.
2. Open the Admin area: Select the "Administration"icon.
3. Select property: In the property column, select the property you want to remove.
4. Open the property settings: Select "Property settings" click.
5. Move to the recycle bin:
   • In the upper-right corner, select "Move to the recycle bin" click.
   • Confirm by selecting "Move property to the recycle bin" .

Note: A deleted property remains in the bin for the retention period shown by Google Analytics and can be restored during that time. It is permanently deleted afterwards.

How do you move a property to another Google Analytics account?

Moving a property can help consolidate data or reorganise an account structure.

Step-by-step guide:

1. Check your permissions:
   • You need edit access and permission to "Manage users" in both the source and destination accounts.
2. Open the Admin area:
   • Sign in to Google Analytics and open the Admin area. "Administration" click.
3. Select the property to move:
   • Choose the relevant property in the property column.
4. Start the move:
   • On "Property settings" click.
   • "Move property" ; depending on the interface, this may appear under “Property actions”.
5. Select target account:
   • Choose the account that should receive the property.
6. Review and confirm:
   • Check how the move will affect user permissions and settings.
   • On "Move" to complete the process.

Best practices and final thoughts

Well-organised properties help you collect consistent data and make better-informed decisions.

Tips for effective property management:

• Regular checks: Audit your properties regularly and remove or archive setups that no longer match your requirements.
• Consistent naming: Use a clear naming convention so each property and stream is easy to identify.
• Monitor authorisations: Review user access regularly to protect your analytics data.

Google Analytics is powerful, but alternatives such as Trackboxx may offer a simpler interface and a more privacy-focused analytics setup. Trackboxx provides straightforward web analytics while retaining the core metrics many teams need.