Admin settings

Admin sits at the bottom of the report menu and opens on Setup health. Every change is checked against your role, written to the audit log, and applies to the whole property. In the public demo, Admin is read-only.

Tab	Who can change it	What it does
Setup health	everyone with access (read only)	Checks for tagging and configuration problems
Property	admin	Name, time zone, currency, session timeout, data region, data retention
Tag installation	admin	Snippet, installation check
Consent & GDPR	admin	Consent mode, banner integration, Redact data
Key events	editor, admin	Key events and lead events
Created events	editor, admin	New events built from existing ones
Custom definitions	editor, admin	Custom dimensions and metrics
Calculated metrics	editor, admin	Metrics computed from other metrics
Data filters	editor, admin	Internal and developer traffic
Library	analyst, editor, admin	Report collections in the menu
Users & roles, Goals, Event mapping, Historical imports, Data subject rights, API keys, MCP	see Team and roles

All of these settings are applied when reports run, not when data is collected. A key event, created event, custom definition, calculated metric or active data filter therefore applies to past data as soon as you save it. There is nothing to re-process.

Key events

A key event is an event that matters to your business: a purchase, a lead form, a demo request. Mark any event as a key event, including a created event. Key events feed the Key events, Session key event rate and User key event rate metrics, the Reports snapshot and the acquisition reports.

• Counting: once per event (every occurrence counts) or once per session.
• Until you add your own, purchase, generate_lead and sign_up count as key events.
• A key event that never fires is flagged by Setup health: it makes conversion rates look worse than they are.

Lead events drive the Lead acquisition report. Each lead event has a stage: new, qualified, converted or disqualified. By default generate_lead is a new lead, qualify_lead a qualified lead and close_convert_lead a converted lead.

Goals (Admin → Goals) still exist for page, element-click and revenue conversions; see Goals, segments, dashboards.

Created events

A created event is a new event derived from an existing one when all its conditions match, for example:

Condition	Operator	Value
Event name	equals	page_view
Page path	starts with	/pricing/

Conditions can test the event name, page path, page title, hostname, full URL or any event parameter, with equals, contains, starts with, ends with or matches regex, optionally ignoring case. Up to 20 conditions per created event.

Created events are evaluated when reports run, so they work on all past data, and they can be marked as key events.

Regular expressions

Regular expressions use the RE2 syntax and match anywhere in the value. An empty alternative (a leading, trailing or double |, as in |/pricing/|/demo/) or .* matches every value, so the created event fires on every page. Setup health flags this.

Custom definitions

Register a parameter your tag already sends as a custom dimension or custom metric:

Field	Example
Name	Page category
Kind	Dimension (text) or Metric (number)
Scope	Event (the parameter sent with the event) or User (a user property sent with the visitor's events)
Parameter	page_category

The definition appears in reports, explorations and the API as cd_<key> (dimensions) or cm_<key> (metrics). Values collected before you created the definition are available at once. Dimensions without a value show (not set).

Calculated metrics

Combine metrics with +, −, ×, ÷ and parentheses, for example revenue / users or (key_events / sessions) * 100. Use metric ids from the catalog and your custom metrics (cm_…). Formulas are parsed by a strict parser (no functions, no SQL) and checked when you save. A division by zero gives an empty value, not an error. Calculated metrics appear as calc_<key>.

Data filters

Data filters keep internal and developer traffic out of your reports.

Type	Matches
Internal traffic	Events with traffic_type=internal, or from the truncated IP prefixes you list (for example your office network)
Developer traffic	Events sent with debug_mode

Each filter has a state:

• Testing: matching data is kept and labelled. Use the Test data filter name dimension in any report to check what the filter would remove.
• Active: matching data is excluded from every report, for all dates.
• Inactive: the filter is ignored.

New filters start in Testing. Setup health reminds you when a filter has stayed in Testing.

Data retention

Admin → Property → Data retention sets how many months of event-level data are kept. The maximum depends on your plan, and a value above it is capped. Reports, explorations, funnels and paths can only go back as far as the retention period. A short retention (under 14 months) is flagged by Setup health because it prevents year-over-year comparisons.

Redact data

Admin → Consent & GDPR → Redact data keeps personal data out of your reports:

• Query parameters: the parameters in the list (by default email, mail, tel, phone, token, password and similar) are removed from URLs when events are collected. Add your own, for example firstname.
• E-mail addresses: the Remove e-mail addresses from URLs and page titles switch is on by default and saved with the property. Free-text redaction in the collection pipeline ships with its next release; until then, the parameter list above is what is applied.

IP addresses are never stored in full. See Privacy and GDPR.

Library

The Library groups reports into collections and topics. A collection holds topics, and each topic holds built-in reports or your saved reports. For example:

• Weekly review → Every Monday: Reports snapshot, Agents vs humans overview, Agent friction; Content: Pages read by AI assistants, Pages and screens.

Published collections appear at the top of the report menu for everyone with access to the property. Drafts stay in the Library until you publish them. Unpublishing hides a collection without deleting it. The built-in collections (Life cycle, User, Agents & humans…) are always available.