Is there an analogue of visitor parameters from Ya.Metrika in google analytics?

Question

Google Analytics

I need to take into account the characteristics of the visitor - his status (VIP / bad), gender, etc. This is passed to the metric via userParams(), but I can’t find similar functionality in Google Analytics. Am I looking badly or is it not there?

Answer 1

Yes, there are special parameters and metrics in Google Analytics that can be assigned and transmitted using js code, via Google Tag Manager, or via the Measurement Protocol.
Here is the official help , and here is the first guide on this topic , which was found through a search engine.