[GA4] Custom user properties

Set custom user properties to identify static or slowly changing attributes of your users, such as "spender=true", "profession=engineer", or "favorite_team=Real Madrid". User properties are effectively sticky event parameters. 

You can see user properties in the Realtime overview and other reports. For example, you can create comparisons with user properties, e.g. see how the game-play habits of spenders differ from non-spenders.

Each Google Analytics 4 property can have up to 25 uniquely named (case-sensitive) user properties.

When you set user properties, never include personally identifiable information such as names, social security numbers, or email addresses, even in hashed form.

Set a user property

Set a user property by calling gtag('set') (websites), setUserProperty (Android), or  setUserPropertyString (Objective C/iOS) in your website or app.

Register a user property

You need Edit permission to register user properties.

Before you can see your user property in reports, you need to register it. 

1. In Analytics, navigate to your Google Analytics 4 property.
2. In the left navigation, click User Properties.
3. Click NEW USER PROPERTY.
4. Enter a name and description for the user property, then click CREATE.

Archive user properties

If you have reached your limit of 25 user properties and need to create new ones, you can archive the ones that are no longer relevant, and then after 48 hours, create a new one. During the first 48 hours after archiving a user property, you can restore it. After 48 hours, the user property is permanently archived.

To archive a user property:

1. In Analytics, navigate to your Google Analytics 4 property.
2. Click User Properties.
3. In the row for that property, click > Archive.

To restore a user property during the 48 hours after archiving, you set and register a new property with the same name per the instructions in the preceding section.

If you archive a custom user property that is currently included in a report, then data for that user property will no longer appear in the report. The data will continue to appear in reports during the 48-hour grace period during which you can archive and restore a custom user property. If you restore the user property within the 48-hour period, there will be no interruption of data appearing in reports.

Related resource

Learn about automatically collected user properties.