The Complete Guide to GA4 Reporting Identity

ga4 reporting identity

Reporting identity in Google Analytics 4 is a new feature that allows businesses to track user behavior across multiple devices and platforms. It enables businesses to collect and analyze data from various sources, such as mobile apps, websites, and offline channels. With reporting identity, businesses can gain a comprehensive understanding of their customers’ behavior and preferences, which can help them optimize their digital marketing strategies.

In this article, we’ll provide a complete guide to reporting identity in Google Analytics 4, including the different types of identity spaces, how the reporting identity is determined, and how to set the reporting identity for your property.

Identity Spaces

There are several different types of identity spaces that can be used to track individual users in Google Analytics. These include:

User-ID Google Signals Device-ID Modeling

User-ID enables businesses to associate user activity with a unique ID, while Google Signals uses machine learning to track users across different devices and channels.

Device-ID is based on the device being used by the user, while Modeling uses machine learning to infer user behavior based on patterns in their data.

Understanding the differences between these identity spaces is crucial for businesses to make informed decisions about how to track their users and gain valuable insights into their behavior.

Determining the Reporting Identity

Once Google Analytics has determined the reporting identity of a user, there are several different reporting identity options available to businesses. These include:

  • Blended reporting;
  • Observed reporting;
  • Device-Based reporting.

Blended reporting uses a combination of identity spaces to track users, while Observed reporting is based on actual user behavior within a single session.

Device-Based reporting is based on the device being used by the user, and can be useful for businesses that want to track the behavior of users across different sessions on the same device.

Choosing the right reporting identity option is important for businesses to get accurate and meaningful insights into their users’ behavior.

This article describes one of the popular problems in Google Analytics 4 – “Data Thresholding in GA4“, the solution of which is related to the reporting identity.

Reporting Identity Options

Setting the reporting identity for your property in Google Analytics 4 is a crucial step in the process. This allows you to choose which identity space to use for tracking your users, and which reporting identity option to use for analyzing their behavior. Depending on the type of website or app being tracked and the desired level of accuracy, different reporting identity options may be more appropriate.

reporting identity options

By following a step-by-step guide to setting the reporting identity for your property, businesses can ensure that they are getting the most accurate and meaningful insights into their users’ behavior.

Setting the Reporting Identity

In conclusion, understanding reporting identity in Google Analytics 4 is crucial for businesses that want to gain deeper insights into their users’ behavior and improve their marketing efforts.

By choosing the right identity space and reporting identity option, businesses can create more personalized experiences for their users and make data-driven decisions that lead to better outcomes.

Setting the reporting identity for your property in Google Analytics 4 is a relatively simple process that can make a big difference in the accuracy and usefulness of the data being collected.

GA4 Account Admin → Property column Reporting Identity Reporting identity → Save

By following the tips and best practices outlined in this guide, businesses can take full advantage of the reporting identity feature in Google Analytics and achieve better results.


It’s worth noting that reporting identity is just one of many features available in Google Analytics 4 that can help businesses improve their online presence. By regularly analyzing their data and experimenting with different settings and features, businesses can uncover valuable insights into their users’ behavior and make informed decisions about their marketing strategies.

Whether it’s setting up goals and conversion tracking, creating custom reports and segments, or using Google’s powerful machine learning capabilities, there are countless ways for businesses to leverage Google Analytics to improve their online performance. By making reporting identity a key part of their analytics strategy, businesses can stay ahead of the competition and achieve greater success in the digital marketplace.

Armen Adamyan
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