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SPEAKER: Analytics accounts offer a lot of flexibility
for mapping effective measurement options
to your business structure, regardless of the size
or complexity of your business.
To plan your Analytics implementation,
start at the top with the account
and work your way down through the properties and data
streams.
If you are a small business, like a game developer,
you only need one Analytics account, one property,
and one web data stream or one app data
stream for each platform.
If you're a large business with multiple sites and apps,
you'll need more planning, but the same top-down approach
still applies.
Let's define each level of the account.
An Analytics account is a collection
of properties whose data is owned by a single legal entity
and is subject to region-specific terms
of service.
If you can centralize the data in one region,
create one account.
If the data is owned by different regional entities,
create an account for each region.
A property represents the data for one logical user
base, like users of an app.
It's also the level where analytics processes data
and where you create links with other products,
like Google Ads.
If you plan to share an entire body of data
from one user base with linked products,
then create a single property.
Otherwise, create a property for each separate user base.
A data stream is the flow of data
from a website or app to a property
and the level where you can control data collection
features via the SDK or the global site tag.
You can create a single data stream for your site.
Or, if the nature and/or volume of data
from each area of your site varies a lot,
or if you need to configure different measurement
for different areas, then create a separate web data stream
for each area.
For your app, create one data stream
for each combination of app package name and platform.
Now, let's look at two different examples--
a large e-commerce retailer and a game developer.
The large e-commerce retailer sells its products
in multiple countries.
The parent company is the legal entity
that owns all of the data and needs a global view of the data
from all countries.
Each country needs to isolate its own data
and understand the user journey across both
its website and the app.
While each country has its own website, marketing team,
and Google Ads account, the company
uses just one app available on both Android and iOS
across all regions.
The marketing team for each country
uses the link between Google Ads and Analytics
to create and share audiences.
It uses the audience it creates for bidding in Google Ads.
Let's structure this Analytics account.
You need just one Analytics account
since legal ownership of the data
resides with the parent company.
You need just one property to provide the parent company
with a global view of the data from all countries.
For the parent company to have either a global picture
of the data or to see the data from individual countries,
create a data stream for each separate website.
This also lets each country isolate its own data.
Additionally, you'll need one Firebase project for the app.
The Firebase project is linked to the Analytics property.
And there is one app data stream for the Android
version of the app and one for the iOS version.
The combination of web and app data
streams in the same property lets
each country understand the user journey across the website
and app.
Each country can link its Google Ads account
to the single property.
Audiences are exported from the Analytics property
to each Google Ads account, making
them available for bidding.
The second example is a game developer
selling multiple titles in the Play Store and App Store.
It has one global brand site and a separate marketing
site for each game.
They need to support the collection of first-party data
from the websites and apps and the use of that data
to create audiences and inform media buying.
Let's structured this Analytics account.
You need one Analytics account and one property
for the global brand site with one web data stream.
You also need one property for each game title's marketing
site and app.
Each property has one web data stream for the site
and an app data stream for the Android version of the game
and an app data stream for the IOS version.
For development purposes, create one Firebase project
for each game and link each Firebase project
to the property for the related marketing site and app.
We hope you have a better idea of the flexibility
your analytics account offers when mapping your business
structure.
Analytics lets you make the most of your data.
For more examples of how to structure Analytics accounts,
visit our help center.