Let's now explore the framework of our GA4 account. Before diving into the configuration process in GA4, it's essential to grasp its structure. While Universal Analytics comprised three main tiers: accounts, properties, and views, GA4 simplifies this to just two: accounts and properties. Notably, the view tier no longer exists in GA4, despite some misconceptions that the data stream replaces it. This is not the case, and the absence of the view tier is a notable change.

Now, let's delve into the two components of GA4: the account and the property. The GA4 account serves primarily for organizing various setups, while the property serves as the hub for all tracking, processing, and reporting activities within GA4. Typically, a single account is designated per business or business entity, and each website or group of websites corresponds to one property. We'll explore websites and groups of websites in greater detail shortly.

With a clear understanding of what an account and a property entail, let's envision how they are structured in different scenarios. We'll begin with your GA account or business, where you input your business name to establish your account. Within this account, you'll create a property for your website, such as website A. Furthermore, within the same account, additional properties like website B, C, D, and so forth can be added as needed. While the term "account" appears in multiple contexts, it's important to note the distinction between a Google account and a Google Analytics account. Your Google Analytics account is nested within your Google account, and managing multiple Google Analytics accounts under one Google account can introduce complexity.

Initially, when you initiate GA4, your Google Analytics setup will consist of a single Google account linked to a solitary Google Analytics account and property. The complexity arises as you add more accounts and properties, as depicted in the preceding slide.

Lastly, it's crucial to recognize that multiple individuals can access the same Google Analytics account. In the example provided, a single account is accessible to two different users via their respective Google accounts. There's no need to create a new Google account with a specialized email address and share login credentials. Instead, each person can sign in using their own Google account. To grant access to others, simply send them an invitation via their Google account, enabling them to log in using their own credentials. While it may seem intricate, you now possess a solid understanding of the fundamental structure within Google Analytics.