Reporting identity is a setting in Google Analytics that determines how the platform associates users across different devices and platforms. By unifying various data points, it allows you to see a single cross-device journey instead of fragmented sessions. This ensures your reports provide a holistic view of how customers interact with your business over time.
What is Reporting Identity?
Reporting identity uses "identity spaces" to connect activities from the same person. For example, a customer might browse products on a tablet during breakfast, research on a work computer at lunch, and finally purchase on a phone in the evening.
Without a reporting identity, Analytics treats these as three separate users. With it, these activities are merged into one journey. Because these identity spaces apply to all reports, [they allow you to de-duplicate users and tell a more unified story about their relationship with your business] (Google Analytics Help).
Identity spaces
Analytics uses three primary methods to identify users:
- User-ID: This is a persistent ID you create for signed-in users. [User-ID is the most accurate identity space because it uses your own collected data to identify users] (Google Analytics Help).
- Device ID: This uses the client ID for websites or the app-instance ID for mobile applications.
- Modeling: This fills gaps when users decline cookies or identifiers. Analytics uses the behavior of similar users who accept cookies to estimate the actions of those who do not.
How Reporting Identity works
You choose which identity spaces Analytics uses by selecting one of three reporting options. These options do not change how data is collected or processed; they only change how Analytics calculates the data in your reports.
Reporting identity options
| Option | Hierarchy of Identifiers | Best For |
|---|---|---|
| Blended | 1. User-ID, 2. Device ID, 3. Modeling | Maximum data coverage using all available signals. |
| Observed | 1. User-ID, 2. Device ID | High accuracy without using modeled data. |
| Device based | Device ID only | Properties that do not collect User-IDs. |
[The Blended option prioritizes identifiers in the order of User-ID, then device ID, and finally modeling if no other identifier is available] (Google Analytics Help).
Best practices
- Implement User-ID early. To get the most benefit from Blended or Observed identities, you must consistently assign and send IDs for signed-in users to Analytics.
- Experiment with different settings. [Switching reporting identity options does not permanently impact data or collection] (Google Analytics Help). You can change the setting to see how it affects your reports without fear of losing original data.
- Check for data thresholds. If you use User-ID, your reports may be subject to data thresholds to protect user privacy. Ensure your property has enough activity from signed-in users to see full results.
Common mistakes
- Mistake: Thinking that changing the reporting identity permanently alters the database. Fix: Understand that this is a display-level setting. You can revert it at any time to see the data differently.
- Mistake: Using "Device based" when you have User-ID data available. Fix: Switch to "Blended" or "Observed" to see a more accurate user count through de-duplication.
- Mistake: Forgetting that an Editor role is required. Fix: Ensure you have Editor or Administrator access at the account level before trying to change these settings in Admin.
Example scenario
Consider a user who interacts with your brand three times: 1. Visits your site on a Pixel tablet (Device ID A). 2. Logs in on a work computer (User-ID 123). 3. Makes a purchase on an iPhone (Device ID B).
In a Device based identity, Analytics shows three separate users. In a Blended identity, Analytics uses the User-ID login to link Device ID A and Device ID B to User-ID 123, showing one single user who eventually converted.
FAQ
Does changing my reporting identity affect my raw data? No. The option you choose does not affect data collection or processing. It only changes how Analytics unifies that data within your reports. You can switch between Blended, Observed, and Device based identities at any time without any permanent impact.
What is the difference between Blended and Observed identities? Both options prioritize the User-ID first and the Device ID second. However, the Blended option includes modeled data to fill gaps when identifiers like cookies are unavailable. Observed only uses hard data from User-IDs and Device IDs.
Why am I seeing data thresholds in my reports? When you use identity spaces like User-ID, Google may apply thresholds to prevent the identification of individual users. This usually happens if your property does not have enough activity from signed-in users to keep the data anonymous.
Who has permission to change the reporting identity? You must have Editor or Administrator permissions at the account level to change the reporting identity for a property. You can find this setting in the Admin section under Data Display.
What happens if I don't collect User-IDs? If you do not collect User-IDs, Analytics will rely on the Device ID. If you choose the Blended option, it will also use modeling to estimate behavior for users who decline cookies.
