5 Google Analytics Account Structure
As this stage, you want to start thinking about setting up the right Google Analytics account structure. One that fits the needs of your organisation. You might find yourself flicking back and forward between this step and the next, setting up filters. They are closely related. No shame in that at all.
Let’s have a look at small businesses with only one website first. For them, a single Google Analytics view without any filters and two Google Analytics views with some of the standard filters should be enough. You could use one for testing new implementations, one for backup and one for common use. For large organisations, you might want to have a Google Analytics view per country/region, per functional line (search team, PR team or an external agency) or perhaps you want to structure them by the different brands/websites that you own.
Additionally, there is a handy overview here on the how and why. I would recommend you read this well, and read it again if there are parts you do not get. At the same time, you should think about the different users and or teams in your organisation and the information that they (do not) need. Make sure you check this occasionally, and delete old users from your account.
If you have multiple digital properties, several organisations and/or potentially one or more apps that need to be integrated, this can get complicated. I have limited the scope of these articles to Web only, but since the GA SDK is sunsetting, it is important you are aware
Google Analytics for Firebase
Google Analytics for Firebase SDK can be used to track and report on app conversions for any web campaigns that also drive traffic to in-app. Firebase will also be a condition for the user based Google Analytics version that can measure customer journeys that move between Web and App. If you are keen to get started on this an upgrade the GA SDK to the Google Analytics for Firebase SDK, get in touch.
If you are keen to learn more about Google Analytics for Firebase consider these videos.