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GTM & GA4 glossary

GA4 glossary

Property

In GA4, a property is where data for a website or app is collected, processed and reported. Settings like time zone, currency and data retention live here.

Also known as: GA4 property, Property ID

On this page
  1. In plain English
  2. Example
  3. Official documentation
  4. Related terms

In plain English

GA4 is organised into accounts, properties and data streams. An account usually represents a business. Each account holds one or more properties, and each property collects data through one or more data streams.

Most property settings only apply from the moment you change them, not backwards. That includes data retention, which defaults to two months in standard GA4 properties. It only affects Explorations, but increasing it to 14 months is one of the first things to do on a new property.

Example

An agency inherits a client's GA4 property and finds the time zone set to US Pacific, so every Brisbane day has been split across two dates. Fixing the time zone corrects reporting from that day on, but not the history.

Official documentation

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