Although Google Analytics generates only a single profile for each property (that is, website or app) that you add to your account, you can create up to 49 additional profiles yourself.
You should, at a minimum, create the following additional profiles:
- raw/unfiltered – Maintain one profile with the default settings and no filters. Remember: data filtered from profiles is irretrievable, and you’ll want to be able to refer to a completely unfiltered data set if the need ever arises.
- test – Are you unsure about the configuration of a new Custom Filter? Are you using a complex regular expression as the Destination URL in one of your Goals? Use a test profile for a quick dry-run before transferring over to the default profile.
Other specialized profiles that might be useful:
- referring partners or affiliates – Apply a Referral or Campaign Source filter to the profile. You could then provide your partners with read-only access to this profile while withholding data for traffic that originates from other sources.
- geography – Apply a Country, City, or Language filter.
- development vs. production environments – If you have the same Google Analytics Tracking Code running in your development environment as your production environment, apply a filter for your development hostname (such as dev.mysite.com) so you can track and test exclusively on the development server.
There are many other profiles that you might want to create. With 50 available per account, there’s no need to hold back.