TL;DR
User Properties are attributes you assign to users — membership tier, user type, preferred language, subscription status, etc. Set via gtag.js (gtag('set', 'user_properties', {membership: 'premium'})), GTM (GA4 Configuration tag > Fields to Set), or the Measurement Protocol. Once set, use them in reports, explorations, and audience definitions. GA4 allows up to 25 custom user properties. They persist across sessions until changed. Use them to segment reports by customer type, analyse behaviour by membership level, and build targeted audiences.
Overview
User Properties are attributes you assign to users — membership tier, user type, preferred language, subscription status, etc. Set via gtag.js (gtag('set', 'user_properties', {membership: 'premium'})), GTM (GA4 Configuration tag > Fields to Set), or the Measurement Protocol. Once set, use them in reports, explorations, and audience definitions. GA4 allows up to 25 custom user properties. They persist across sessions until changed. Use them to segment reports by customer type, analyse behaviour by membership level, and build targeted audiences.
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Frequently asked
Questions & answers
How long does setup take?
Most configurations take 10-30 minutes. Full campaign setup and ongoing optimisation is a continuous process.
What budget should I start with?
Start with enough to generate at least 50 conversions per week for the platform's algorithm to learn effectively. This varies by industry and CPA.
When should I expect results?
Allow 2-4 weeks for the initial learning phase. Meaningful performance trends typically emerge after 30 days of consistent spending.
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