Best practices for Google Analytics: Accounts, properties and data streams

If you manage multiple websites as an agency manager, the best way to structure your Google Analytics 4 (GA4) account depends on factors like ownership, data separation, and reporting needs. Here’s the recommended structure:

1. Use One GA4 Account Per Business or Legal Entity

• A Google Analytics account represents the highest level of organization in GA4.

• If you manage websites for multiple clients, each client should have their own separate GA4 account to maintain data integrity and privacy.

• If you are managing multiple websites for the same business, you can track them all under one GA4 account.

✅ Best Practice: Keep one GA4 account per client unless you own all the websites and they are part of the same business.

2. Create Separate GA4 Properties for Each Website

• A Property in GA4 is where all analytics data is collected.

• If you have multiple websites for a single client, it’s best to create a separate GA4 property for each website.

• If the client has multiple domains that are closely connected (e.g., a main site and subdomains), consider using cross-domain tracking within a single property.

✅ Best Practice: Create one GA4 property per website unless they are tightly integrated and share user behavior (e.g., subdomains, regional versions).

3. Use Data Streams for Different Platforms (Web & Apps)

• GA4 introduces Data Streams, which replace the old "Views" in Universal Analytics.

• You can have up to 50 data streams per property (but should only use them for different platforms, not separate websites).

• Each website and mobile app should have its own data stream within the same property.

✅ Best Practice:

• If a client has a website and mobile app, create one property and set up:

  • 1 Web data stream

  • 1 iOS app data stream

  • 1 Android app data stream

• Do NOT use data streams for multiple websites. Each distinct website should have its own GA4 property.

4. Use Account and Property-Level User Permissions

• As an agency, you should retain access but grant clients ownership of their GA4 accounts.

• Assign permissions at the account or property level based on who needs access.

  • Admin: Full control over settings.

  • Editor: Can modify data settings but not manage users.

  • Viewer: Can only view reports.

✅ Best Practice: Always set up client GA4 accounts under their own Google accounts to avoid future access issues.

5. Use Google Looker Studio (formerly Data Studio) for Unified Reporting

If you need to report across multiple GA4 properties (different websites/clients):

• Use Google Looker Studio to create a custom dashboard that pulls data from multiple properties.

• Use BigQuery exports for advanced cross-client reporting.

✅ Best Practice: Keep data separate but use external reporting tools for aggregated insights.

Final Setup Summary

Scenario GA4 Account GA4 Property Data Streams Multiple clients 1 per client 1 per website 1 per platform (Web/App) One client, multiple websites 1 account 1 property per website 1 per platform (Web/App) One client, same business (with apps) 1 account 1 property 1 web, 1 iOS, 1 Android

By structuring your Google Analytics account properly, you’ll ensure data accuracy, easy reporting, and long-term scalability.