Property

A property is the GA4 container that holds all the data for a site or app.

The property is where your data streams, reports, and settings live. It sits under an account, and everything you configure, from key events to user properties, is scoped to it.

A company keeps one Analytics account with a "Main Website" property under it, and that property holds the web and app data streams feeding into it.

Property boundaries decide what you can compare in one place. Data does not flow between properties, so splitting one product across several of them means you can never see it whole without exporting and stitching the pieces back together. Decide your structure before you collect.

The property is the box your data lives in. Draw its edges carefully.