The hierarchy of accounts, users, properties and views

You use Analytics to gather and report on information about traffic to a property. A property can be a website, a mobile application, a blog – any page or screen that receives traffic via the web or a mobile app. To collect that information with Analytics, you need to:

  1. Sign up for an Analytics account.
  2. Add your property to the account.
  3. Add the Analytics tracking code to your property.

Learn more about setting up an account and property, and how you implement the tracking code.

This article covers the functional and hierarchical relationship of accounts, properties, views and users.

First, let's take a look at how these entities are related within the framework of Analytics.

Account: Your access point for Analytics, and the topmost level of organisation.

Property: Website, mobile application, blog, etc. An account can contain one or more properties.

View: Your access point for reports; a defined view of data from a property. You give users access to a view so that they can see the reports based on that view's data. A property can contain one or more views.

Users: You add users to an account. You can assign four different permissions to a user (Manage Users, Edit, Collaborate or Read & Analyse), and you can assign different permissions at the account, property and view levels. The permissions govern which actions users can take, and whether they have access to reports.


You need at least one Analytics account, so that you can have access to Analytics that help you identify the properties that you want to track. How you manage the relationship between accounts and properties is up to you. You can use a one-to-one relationship of one account / one property, or you can use a one-to-many relationship of one account / many properties. You can have multiple Analytics accounts. If you do not have an account, sign up for one here.


Within an Analytics account, you add the properties from which you want to collect data. When you add a property to an account, Analytics generates the tracking code that you use to collect data from that property. The tracking code contains a unique ID that identifies the data from that property, and makes it easily identifiable in your reports. Analytics also creates one unfiltered view for each property that you add.


A view is a defined perspective of the data from a property, and provides access to the reports for that property.

For example, within a property you might have:

  • One view of all the data for
  • One view of only AdWords traffic to
  • One view of only traffic to a sub-domain like

You define a view by applying filters.

When you add a property to an account, Analytics creates the first view for that property. That first view has no filters, and therefore includes all the data for that property.

You can create additional views and apply filters to them so that they each include the specific subset of data in which you're interested.

When you create a view, you can then report on that particular data from the creation date of the view onwards. For example, if you create a view on 1 June, then you can report on data from 1 June onwards – but not on any data collected prior to 1 June.

If you need to report on data from before the creation date of a view, you can use your first, unfiltered view, and use the date range and other controls to isolate specific information. However, be careful not to apply filters to that view.

If you delete a view, then that specific perspective of the data is gone. Forever. Don't delete a view if you think you might ever want to report on that particular perspective of the data again.

To view reports in Analytics, you must first select a view. While Analytics includes a default set of reports, only those that correspond to the data identified for the view have any content.


You add users to an Analytics account. You can add those users at the account, property or view level; and you can restrict their access at each level. When you add a user, you identify that person by an email address that is registered in Google accounts, and you assign the appropriate permissions. Depending on the permissions that you assign, that user can manage other users, perform administrative tasks (like creating additional views and filters), and see the report data.