If you track multiple sites, you have two options: (1) use one tracking code for all sites or (2) use separate codes for each site. The first option allows you to automatically merge all data, while the second option uses meta sites/apps to combine data from all sites.
Both of these approaches allow you to look at your site data as a whole. At the same time, each of them has its advantages and disadvantages, so the final decision is up to you.
Here’s a comparison to help you decide which option is best for your business.
| One tracking code | Many tracking codes + meta site/app | |
|---|---|---|
| Number of visitors | Accurate number of visitors. | The data can be inaccurate. A visitor who moves from one site to another is counted twice – separately for each site. |
| Data segmentation | To see data for specific sites, you need to use segments. Segments will work fine for most data. However, some events don’t include the event_url parameter that allows events to be assigned to a specific site. To solve this problem, you need to create a custom dimension containing event_url. |
Data is clean. You don’t need to use segments to see data for each site. |
| Integration with Google Ads and Search Console | Integrations with Google Ads and Google Search Console are limited since one property can currently be integrated with one account. | Each site can be integrated with Google Ads and Google Search Console. |
| Customer journey | You can see the full customer journey because you collect data from all sites into one place. You can apply funnels, user flows and attribution reports to this data.
The best choice if you have a marketing site with a post-login area and want to track your customers’ journeys across multiple domains. |
Customer journey is only visible for each site. You don’t get the whole picture across all sites. You can’t create funnels, user flows and attribution reports for all sites, but only for each site separately. |
| Consent popup | Only one consent popup is displayed for the visitor. | A new consent popup is displayed for the same visitor on each site. |
| Custom dimension limit | You can create up to 200 custom dimensions (session scope) and 200 custom dimensions (event scope). Read more. | For each site, you can create up to 200 custom dimensions (session scope) and 200 custom dimensions (event scope).
If you decide to use a meta site/app, you need to map custom dimensions and goals to display them correctly in reports. |
| Permissions | You can set permissions for the whole setup, not for each site separately. Read more. | You can set permissions for each site separately and set additional permissions for a meta site. |