GA4 user properties are attributes that describe segments of your website or app users beyond basic demographics. As of early 2026, they allow you to analyse behaviour based on characteristics *you* define, providing a much more granular understanding of your customer base.
- Custom Definitions: You can now create up to 25 custom user properties within GA4, allowing you to track things like membership level, preferred product categories, or even if a customer is a first-time buyer.
- Audience Building: User properties are crucial for building highly targeted audiences for remarketing campaigns within Google Ads and other platforms.
- Event Parameter Promotion: GA4 now features the ability to ‘promote’ frequently used event parameters to user properties, simplifying data analysis and reporting.
- Privacy Controls: Current systems include robust privacy controls, ensuring compliance with Australian Privacy Principles (APPs) when collecting and using user data.
In 2026, Australian businesses are facing increasing scrutiny regarding data privacy, and correctly implementing user properties within GA4 is vital for responsible data collection. Understanding which properties to track, and ensuring they align with your marketing objectives, is key to unlocking valuable insights – for example, identifying high-value customer segments within specific regions of Australia.
Instead of navigating these technical complexities yourself, let ROI.com.au handle your GA4 setup and optimisation. We can take care of all this for you.
