Understanding Google Analytics 4 Organization Hierarchy

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What you will learn:

  • How to create a new property under account
  • How to add a data stream

Google Analytics 4 introduced a new way to structure your data. Here is a simplified hierarchy of Google Analytics 4 that can help you to set up analytics for your business with ease. 

GA4 structure

Hierarchy of Organization in Google Analytics 4 | SmartMetrics


Organizations in analytics are similar to the ones in real-life. It sums up the different products and users that function in your analytics tool. 

Products are Google services or commodities that you are or going to be using across different platforms. Users, on the other hand, are the people who can view and manage your analytics tool. 

GA Services

Innovative products in Google Analytics 4 | SmartMetrics

By accessing your organization’s page, you can access your company’s different marketing products such as Analytics, Optimize, Tag Manager, Data Studio, and more. 

It also lets you manage cross-product integrations and product-related permissions for a user. 

It is not necessary to set up organizations on analytics if you are better off using tools individually. However, you would not want to miss the benefits it comes with.


After setting up an organization in the tool, you can link an account to it. Accounts let you access the analytics, and you can link more than one account to an organization. 

To get access to analytics, you need to create an account first. You can then add it to an organization and define the properties that you want to collect data from.

GA Menu

You can change the way your accounts and properties work together. The most popular methods are one-to-one or one account for one property and one-to-many or one account for different properties. 

You can create multiple analytics accounts for your business if you have different people using the tool. 


To put it simply, a property is an app or website. You can add several properties to an account. In your GA4 account, you can create properties for the different apps or sites that you want to collect data from.

GA4 Properties

Once you add a property, a code snippet will be created by the Google Analytics 4 tool. You can use this code to collect data from a particular app or website.

This code is a unique ID that identifies the property that has generated that particular data, and the same can be identified in the reports.

When the data is collected from an app, the property should show the application it has sourced the data from a single logical application representation—for instance, Gmail. 

Data streams

A data stream is a source of data gathered from the customer touchpoints to your analytics tools. Several data streams, such as an Android app, iOS app, and your website, can be linked to a property.

The data from the different streams are shown in your reports, or you can filter the analytics report to show a specific data stream.

GA4 Data Streams

Google Analytics 4 reports include data only from the day the stream was added and the days after that. It will not have any data that was collected before the date of creation.

Furthermore, when a data stream is deleted, the analytics tool will preserve the historical data, but it will not process any data after its deletion. The data of the deleted stream will not be visible in the report filters. 

App streams

If you have properties that have a single logical application representation (for instance, Gmail), you can create a different app stream for its platform-specific version to make monitoring easier.

You can also create data streams for different versions of the platform-specific app. This will help you filter the data more specifically.

The app streams can be created only in a particular Firebase project linked to your analytics property. A property cannot be linked to app streams that are created in a different Firebase project. 

Web streams

It is better to create a single web data stream for your website so that you have a one-to-one relation between the property and your website.

Users and permissions

Users are the people that can use Google Analytics 4 features and view the insight reports. You can add a user with his email address that is registered in Google accounts. After adding the user, you can grant him or her the necessary permissions. 

Property User Management

The permissions you assign can enable a user to manage the other users, access administrative functions like creating properties and filters, and view report data.

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