Understanding GA4 Subproperties: Granular Data Management for Enterprise Analytics

Google Analytics 4 (GA4) Subproperties offer a powerful solution for large organizations seeking more granular control over their analytics data. This feature, available exclusively to GA4 360 users, allows for the creation of data subsets from a source property, enabling more precise data management and access control.

What are GA4 Subproperties?

Subproperties are specialized GA4 properties that inherit data from a source property. They provide a way to break down data into more granular chunks, such as separate business units, brands, or regions. Essentially, a subproperty is like a typical GA4 property, but it gets its data from another property (the source property).

Google Analytics Property with 3 sub-properties divided by Brand

Google Analytics Property with 1 Roll-up property combining 2  Brand Properties and 2 subproperties for Brand A, divided by a specific category.

Key Benefits of Using Subproperties

1. Data partitioning: Break down data into more specific segments for detailed analysis.

2. Customized permissions: Ensure that users only see data relevant to their roles or departments.

3. Filtered views: Create subsets of data based on specific criteria without affecting the source property.

4. Inherited integrations: Subproperties automatically inherit data from source property product integrations.

Setting Up a GA4 Subproperty

1. Navigate to the admin section of your GA360 property.

2. Select "Create Subproperty" under the property column.

3. Name your subproperty and configure its settings.

4. Set up data filters to determine which data flows into the subproperty.

5. Assign user permissions as needed.

Important Considerations

1. Cost implications: Events in subproperties are billable at half the cost of events in source properties.

2. Limited to GA360: Subproperties are only available to Google Analytics 360 accounts linked to a Google Marketing Platform organization with an active 360 order.

3. Data inheritance: Subproperties can receive all data from a source property or a filtered subset.

4. Planning ahead: Subproperty filtering is not available for all dimensions, so careful planning is crucial.

Use Cases for Subproperties

• Multi-brand companies want to separate data for each brand

• Global organizations need country-specific data views

• Businesses with distinct departments requiring tailored data access

• Companies looking to implement granular data governance rules

Limitations and Challenges

• A maximum of 400 subproperties can be created from each source property.

• Subproperty filtering is not as advanced as filters in Universal Analytics views.

• Additional costs associated with subproperty events.

Alternatives to Consider

Before implementing subproperties, consider these alternatives:

1. Filters and segments in GA4: Create explorations using filters for simpler data segmentation.

2. Google BigQuery: For more complex data manipulation and advanced reporting needs.

By leveraging GA4 Subproperties, enterprises can achieve more precise data management and access control. However, it's crucial to carefully evaluate the need for subproperties against their cost and complexity. Organizations should assess their specific requirements and consider alternatives before implementing this feature to ensure it aligns with their analytics strategy and budget constraints.