GA4 Data Management and Admin Settings

GA4 Data Management and Admin Settings

Expert guidance for GA4 Admin settings including data retention, filters, user access, and property configuration.

Overview

GA4 Admin settings control data retention, data filters, user permissions, property configuration, and data collection parameters. Proper configuration ensures data quality and team collaboration.

Accessing Admin Settings

Path: GA4 Property -> Admin (bottom-left gear icon)

Structure:

• Account Column: Account-level settings
• Property Column: Property-level settings

Data Settings

Data Retention

Path: Admin -> Data Settings -> Data Retention

What's Affected:

• User-level data in Explorations
• Event-level data in Explorations
• User Explorer report

Not Affected:

• Standard reports (aggregated, kept longer)
• Conversion data
• Audience data

Reset on New Activity:

• ON: Timer resets when user returns (rolling window)
• OFF: Data deleted at fixed date

Recommendation:

• Standard sites: 2 months
• Ecommerce/high-value: 14 months
• Export to BigQuery for unlimited retention

Data Collection

Path: Admin -> Data Settings -> Data Collection

Google Signals:

• Enable for demographics, interests
• Enables cross-device tracking
• Requires user opt-in for personalisation
• Impacts data thresholds in reports

User-Provided Data:

• Mark if collecting email, address, phone
• Required for certain Google Ads features
• Impacts policy compliance

Data Filters

Path: Admin -> Data Settings -> Data Filters

Filter Types

Creating Internal Traffic Filter

Step 1: Define Internal Traffic

1. Admin -> Data Streams -> Stream settings
2. Configure tag settings -> Define internal traffic
3. Add rules:
   • Rule name: "Office IP"
   • Match type: IP address equals/begins with
   • IP address: Enter office IPs
4. Save

Step 2: Create Filter

1. Admin -> Data Settings -> Data Filters
2. Click "Create Filter"
3. Configure:
   • Filter name: "Internal Traffic - Office"
   • Filter type: Internal Traffic
   • Filter state: Testing (initially)
4. Save

Step 3: Test Filter

1. Visit website from office IP
2. Check DebugView: events have traffic_type = internal
3. If correct, set filter to "Active"

Filter States

User Management

Path: Admin -> Property Access Management

Roles

Adding Users

1. Property Access Management -> Add
2. Enter email address
3. Select role
4. Add optional message
5. Click "Add"

Best Practices

• Principle of least privilege
• Regular access audits
• Remove users when leaving
• Use service accounts for integrations

Property Settings

Path: Admin -> Property Settings

Key Settings

Timezone Considerations

• Affects FUTURE data only
• Historical data keeps old timezone
• Cannot change retroactively
• Plan carefully before changing

Data Streams

Path: Admin -> Data Streams

Managing Streams

Click stream name to access:

Stream Details:

• Stream name
• Stream URL
• Measurement ID
• Stream ID

Enhanced Measurement:

• Page views (always on)
• Scrolls
• Outbound clicks
• Site search
• Video engagement
• File downloads
• Form interactions

Toggle individually to enable/disable each event type.

Measurement Protocol API Secrets

For server-side tracking:

1. Click stream -> Measurement Protocol API secrets
2. Click "Create"
3. Enter nickname
4. Copy secret (shown once)
5. Store securely

Events Settings

Path: Admin -> Events

Viewing Events

• List of all collected events
• Event count over time
• Parameter details

Create Event (Modify Existing)

Create new events by modifying existing:

1. Click "Create Event"
2. Event name: New event name
3. Matching conditions: Based on existing event
4. Modifications: Add/change parameters
5. Save

Example:

Create: important_page_view
When: event_name = page_view AND page_path = /pricing

Mark as Key Event

1. Find event in list
2. Toggle "Mark as key event"
3. Event appears in conversion reports

Limits: Maximum 30 key events per property

Key Events (Conversions)

Path: Admin -> Key Events

Purpose

• Track important user actions
• Import to Google Ads for optimisation
• Appear in conversion reports

Default Key Events

• purchase (ecommerce)
• first_visit
• session_start (if enabled)

Marking Events

1. Event must have fired at least once
2. Toggle "Mark as key event"
3. Affects future data immediately

Custom Definitions

Path: Admin -> Data Display -> Custom Definitions

Custom Dimensions

1. Click "Create custom dimension"
2. Configure:
   • Dimension name: Display name
   • Scope: Event, User, or Item
   • Event/User parameter: Exact parameter name
3. Save
4. Wait 24-48 hours for data

Custom Metrics

1. Click "Create custom metric"
2. Configure:
   • Metric name: Display name
   • Scope: Event
   • Event parameter: Numeric parameter
   • Unit: Standard, Currency, Distance, Time
3. Save

Limits

Product Links

Path: Admin -> Product Links

Available Links

Linking Google Ads

1. Google Ads Links -> Link
2. Choose Ads account
3. Enable options:
   • Personalised advertising
   • Auto-tagging
4. Confirm link

DebugView

Path: Admin -> DebugView

Purpose

• Real-time event debugging
• View events from debug-enabled devices
• Check parameters and user properties

Enable Debug Mode

• Browser extension: Google Analytics Debugger
• URL parameter: ?debug_mode=true
• gtag config: debug_mode: true
• GTM: Add debug_mode parameter

Channel Groups

Path: Admin -> Data Display -> Channel Groups

Default Channel Groups

Pre-defined groupings for traffic sources:

• Direct
• Organic Search
• Paid Search
• Display
• Social
• Email
• Referral

Custom Channel Groups

Create custom groupings:

1. Click "Create new channel group"
2. Add channels with rules
3. Define conditions (source, medium, campaign)
4. Prioritise channels
5. Save

Calculated Metrics

Path: Admin -> Data Display -> Custom Definitions

Create derived metrics:

Examples:

• Revenue per User = revenue / users
• Conversion Rate = conversions / sessions * 100
• Average Order Value = revenue / purchases

Process:

1. Create custom metric
2. Type: Calculated
3. Enter formula
4. Save (no processing delay)

Attribution Settings

Path: Admin -> Attribution Settings

Reporting Attribution Model

Choose default model:

• Data-driven (recommended)
• Last click
• First click
• Linear
• Time decay
• Position-based

Lookback Window

• Acquisition: 30 days
• Other conversions: 30/60/90 days

Quick Reference

Data Retention

• Default: 2 months
• Max: 14 months
• For longer: Export to BigQuery

User Roles

• Viewer: View only
• Analyst: View + create
• Marketer: View + create + Ads
• Editor: All except user management
• Administrator: Full access

Custom Definitions Limits

• Event dimensions: 50
• User dimensions: 25
• Item dimensions: 10
• Custom metrics: 50

Key Events Limit

• Maximum: 30 per property

Data Filter States

• Testing: Tags but doesn't exclude
• Active: Excludes from reports
• Inactive: Disabled