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Products and users are collected together in organizations. An organization represents a company, and lets you access your company’s product accounts (e.g., Analytics, Tag Manager, Optimize), and manage cross-product integrations and users' product-specific permissions. You access your organizations at marketingplatform.google.com/home.
Organizations are optional, though recommended for the benefits they provide. Learn more about organizations
An account is your access point for Analytics. You can link one or more Analytics accounts to an organization.
You need at least one account so you can have access to Analytics, and so you can identify the properties you want to collect data from. 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.
Learn more about how to structure your account around App + Web properties.
You can have multiple Analytics accounts. If you do not have an account, sign up for one at marketingplatform.google.com.
A property represents an app or website. An account can contain one or more properties.
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 code snippet that you use to collect data from that property. The code contains a unique ID that identifies the data from that property, and makes it easily identifiable in your reports.
When you collect data from an app, a property should represent a single logical application, for example, Gmail. See the following section for guidance about creating the relevant data streams for an app.
Learn more about adding properties to your Analytics account.
A data stream is a flow of data from a customer touchpoint (e.g., app, website) to Analytics.
You can add multiple data streams to a property, for example, a stream from your Android app, one from your iOS app, and one from each of your websites. You can view all of the data from multiple streams in your reports, or you can filter reports to include only specific streams.
When you create a stream, the reports for that property show data from the creation date of the stream forward. For example, if you create a stream on June 1, then reports will include data from June 1 forward, but will not include any data collected prior to June 1.
If you delete a data stream, Analytics preserves the historical data, but there is no further processing of that data, nor can you use that data in report filters.
Learn more about how to add streams to your Analytics properties.
Guidance for creating app and web data streams
When you have a property that represents a single logical application (e.g., Gmail), you should create a separate app stream for each platform-specific version of that app (e.g., Gmail Web app, Gmail Android app, Gmail iOS app). You also have the option create data streams for each different version of a platform-specific app (e.g., Gmail Android Alpha, Gmail Android Beta) if you intend to filter report data from those versions at some point.
Keep in mind that you can create app streams in only the single Firebase project that is linked to your Analytics property. A property cannot include app streams from different Firebase projects.
If the nature and volume of the data from different areas of your site vary dramatically, for example between marketing pages and the pages users see after signing in, and you want to implement different measurement features in each area, then you can create a separate data stream for each area and use a separate on-page tag for each one.
If you want to understand how clicks on your marketing site lead to conversions in your app or ecommerce site (attribution), then you do not need a separate web stream for your marketing site.
If you want to measure behavior on your marketing site to see how it correlates with behavior in your app or ecommerce site, then you do need to create a separate web stream for your marketing site.
Users and permissions
You add users to an Analytics account. 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 you assign, that user can manage other users, perform administrative tasks like creating additional properties and filters, and see the report data.
Compare Analytics and Firebase hierarchies
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