diff --git a/plugins/analytics-module-ga/README.md b/plugins/analytics-module-ga/README.md
index 1a4bf13aad..92cfd7e9ae 100644
--- a/plugins/analytics-module-ga/README.md
+++ b/plugins/analytics-module-ga/README.md
@@ -128,35 +128,32 @@ enable this...
 Note that, to comply with GA policies, the value of the User ID is
 pseudonymized before being sent to GA. By default, it is a `sha256` hash of the
 current user's `userEntityRef` as returned by the `identityApi`. To set a
-different value, provide a custom implementation of the `identityApi` that
-resolves a `userEntityRef` of the form `PrivateUser:namespace/YOUR-VALUE`. For
-example:
+different value, provide a `userIdTransform` function alongside `identityApi`
+when you instantiate `GoogleAnalytics`. This function will be passed the
+`userEntityRef` as an argument and should resolve to the value you wish to set
+as the user ID. For example:
 
 ```typescript
+import {
+  analyticsApiRef,
+  configApiRef,
+  identityApiRef,
+} from '@backstage/core-plugin-api';
+import { GoogleAnalytics } from '@backstage/plugin-analytics-module-ga';
+
 export const apis: AnyApiFactory[] = [
   createApiFactory({
     api: analyticsApiRef,
-    deps: { config: configApiRef, identityApi: identityApiRef },
-    factory: ({ identityApi, config }) => {
-      return new PseudononymizedIdentity(identityApi);
-    },
+    deps: { configApi: configApiRef, identityApi: identityApiRef },
+    factory: ({ configApi, identityApi }) =>
+      GoogleAnalytics.fromConfig(configApi, {
+        identityApi,
+        userIdTransform: async (userEntityRef: string): Promise<string> => {
+          return customHashingFunction(userEntityRef);
+        },
+      }),
   }),
 ];
-
-class PseudononymizedIdentity implements IdentityApi {
-  constructor(private actualApi: IdentityApi) {}
-  async getBackstageIdentity(): Promise<BackstageUserIdentity> {
-    const { email = 'someone' } = await this.actualApi.getProfileInfo();
-    const hashedEmail = customHashingFunction(email);
-
-    return {
-      type: 'user',
-      userEntityRef: `PrivateUser:default/${hashedEmail}`,
-      ownershipEntityRefs: [],
-    };
-  }
-  // ...
-}
 ```
 
 ### Debugging and Testing
diff --git a/plugins/analytics-module-ga/api-report.md b/plugins/analytics-module-ga/api-report.md
index a396083444..45bb84a421 100644
--- a/plugins/analytics-module-ga/api-report.md
+++ b/plugins/analytics-module-ga/api-report.md
@@ -19,6 +19,9 @@ export class GoogleAnalytics implements AnalyticsApi {
     config: Config,
     options?: {
       identityApi?: IdentityApi;
+      userIdTransform?:
+        | 'sha-256'
+        | ((userEntityRef: string) => Promise<string>);
     },
   ): GoogleAnalytics;
 }
diff --git a/plugins/analytics-module-ga/package.json b/plugins/analytics-module-ga/package.json
index 264c46410f..255a0cae8e 100644
--- a/plugins/analytics-module-ga/package.json
+++ b/plugins/analytics-module-ga/package.json
@@ -21,7 +21,6 @@
     "clean": "backstage-cli clean"
   },
   "dependencies": {
-    "@backstage/catalog-model": "^0.9.10",
     "@backstage/config": "^0.1.13",
     "@backstage/core-components": "^0.8.6",
     "@backstage/core-plugin-api": "^0.6.0",
diff --git a/plugins/analytics-module-ga/src/apis/implementations/AnalyticsApi/GoogleAnalytics.test.ts b/plugins/analytics-module-ga/src/apis/implementations/AnalyticsApi/GoogleAnalytics.test.ts
index 57a4d4f4c4..a4f7195fec 100644
--- a/plugins/analytics-module-ga/src/apis/implementations/AnalyticsApi/GoogleAnalytics.test.ts
+++ b/plugins/analytics-module-ga/src/apis/implementations/AnalyticsApi/GoogleAnalytics.test.ts
@@ -270,10 +270,8 @@ describe('GoogleAnalytics', () => {
       });
     });
 
-    it('sets pre-hashed userId when PrivateUser entity ref is provided', async () => {
-      (identityApi.getBackstageIdentity as jest.Mock).mockResolvedValueOnce({
-        userEntityRef: 'PrivateUser:hashed/s0m3hash3dvalu3',
-      });
+    it('set custom-hashed userId when userIdTransform is provided', async () => {
+      const userIdTransform = jest.fn().mockResolvedValue('s0m3hash3dvalu3');
       const optionalConfig = new ConfigReader({
         app: {
           analytics: {
@@ -281,7 +279,10 @@ describe('GoogleAnalytics', () => {
           },
         },
       });
-      const api = GoogleAnalytics.fromConfig(optionalConfig, { identityApi });
+      const api = GoogleAnalytics.fromConfig(optionalConfig, {
+        identityApi,
+        userIdTransform,
+      });
       api.captureEvent({
         action: 'navigate',
         subject: '/',
@@ -297,6 +298,7 @@ describe('GoogleAnalytics', () => {
       expect(setData).toMatchObject({
         userId: 's0m3hash3dvalu3',
       });
+      expect(userIdTransform).toHaveBeenCalledWith('User:default/someone');
     });
 
     it('does not set userId when identityApi is provided and ga.identity is explicitly disabled', async () => {
diff --git a/plugins/analytics-module-ga/src/apis/implementations/AnalyticsApi/GoogleAnalytics.ts b/plugins/analytics-module-ga/src/apis/implementations/AnalyticsApi/GoogleAnalytics.ts
index 6e5a12df4a..bdbdaebee7 100644
--- a/plugins/analytics-module-ga/src/apis/implementations/AnalyticsApi/GoogleAnalytics.ts
+++ b/plugins/analytics-module-ga/src/apis/implementations/AnalyticsApi/GoogleAnalytics.ts
@@ -15,7 +15,6 @@
  */
 
 import ReactGA from 'react-ga';
-import { parseEntityRef } from '@backstage/catalog-model';
 import {
   AnalyticsApi,
   AnalyticsContextValue,
@@ -39,6 +38,7 @@ type CustomDimensionOrMetricConfig = {
  */
 export class GoogleAnalytics implements AnalyticsApi {
   private readonly cdmConfig: CustomDimensionOrMetricConfig[];
+  private customUserIdTransform?: (userEntityRef: string) => Promise<string>;
   private readonly capture: DeferredCapture;
 
   /**
@@ -46,6 +46,7 @@ export class GoogleAnalytics implements AnalyticsApi {
    */
   private constructor(options: {
     identityApi?: IdentityApi;
+    userIdTransform?: 'sha-256' | ((userEntityRef: string) => Promise<string>);
     cdmConfig: CustomDimensionOrMetricConfig[];
     identity: string;
     trackingId: string;
@@ -58,6 +59,7 @@ export class GoogleAnalytics implements AnalyticsApi {
       identity,
       trackingId,
       identityApi,
+      userIdTransform = 'sha-256',
       scriptSrc,
       testMode,
       debug,
@@ -76,6 +78,10 @@ export class GoogleAnalytics implements AnalyticsApi {
     // If identity is required, defer event capture until identity is known.
     this.capture = new DeferredCapture({ defer: identity === 'required' });
 
+    // Allow custom userId transformation.
+    this.customUserIdTransform =
+      typeof userIdTransform === 'function' ? userIdTransform : undefined;
+
     // Capture user only when explicitly enabled and provided.
     if (identity !== 'disabled' && identityApi) {
       this.setUserFrom(identityApi);
@@ -87,7 +93,12 @@ export class GoogleAnalytics implements AnalyticsApi {
    */
   static fromConfig(
     config: Config,
-    options: { identityApi?: IdentityApi } = {},
+    options: {
+      identityApi?: IdentityApi;
+      userIdTransform?:
+        | 'sha-256'
+        | ((userEntityRef: string) => Promise<string>);
+    } = {},
   ) {
     // Get all necessary configuration.
     const trackingId = config.getString('app.analytics.ga.trackingId');
@@ -220,11 +231,9 @@ export class GoogleAnalytics implements AnalyticsApi {
    * Returns a PII-free user ID for use in Google Analytics.
    */
   private getPrivateUserId(userEntityRef: string): Promise<string> {
-    const entity = parseEntityRef(userEntityRef);
-
-    // Mechanism allowing integrators to provide their own hashed values.
-    if (entity.kind === 'PrivateUser') {
-      return Promise.resolve(entity.name);
+    // Allow integrators to provide their own hashing transformer.
+    if (this.customUserIdTransform) {
+      return this.customUserIdTransform(userEntityRef);
     }
 
     return this.hash(userEntityRef);