GA4 Reporting Identity Switch

GA4 Reporting Identity Switch lets you change your Google Analytics 4 reporting identity directly from the toolbar—no need to open Admin each time.

What it does

Choose Blended, Observed, or Device-based reporting identity.
Sends the same request the GA4 interface uses, then refreshes the page so your reports update immediately.

How to use

Open a GA4 property in the Analytics web UI (e.g. analytics.google.com/analytics/web/#/...).
Click the extension icon.
Select Blended, Observed, or Device-based and click Save.
The page reloads with the new identity applied.

Requirements

You must be signed in to Google and have the GA4 property open in the same tab.
The extension only works on GA4 property URLs under analytics.google.com.
Useful for analysts and marketers who frequently switch between reporting identities while exploring GA4 data.

Changelog:

V1.0.1
Added a warning if the change request fails, typically if the user has no permission to change the property's reporting identity.