Knowledge base glossary

What is Reporting Identity? A short definition.

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In Google Analytics 4 (GA4), the reporting identity is a unique identifier that is assigned to each user of your website or app.

This identifier is used to track the user’s interactions with your site, and to provide a consistent view of their activity across different sessions and devices.

The reporting identity is automatically generated by GA4, and it is based on a combination of factors such as the user’s IP address, device type, and browser type.

The reporting identity allows GA4 to provide more accurate and comprehensive tracking of user behavior, and to enable features such as cross-device reporting and user-level analysis.

Profielfoto Freek Kampen

By Freek Kampen

Data & Analytics specialist and co-owner of New North Digital. With a background in online advertising, I solve tracking and data issues for entrepreneurs and agencies.

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