How to Give Access to Google Analytics (GA4) Securely

To give someone access to Google Analytics, go to Admin > Account Access Management or Property Access Management, click "Add Users," enter their email address, choose a permission level, and send the invitation.

Whether you’re sharing data with a colleague, freelancer, or marketing agency, you can give them the access they need without sharing your password. In this guide, we’ll explain the different permission levels, show you how to grant access step by step, and help you manage access securely.

🔗 Related article: How to request access to Google Analytics

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Account-level vs property-level access in Google Analytics

Giving permissions at the account level gives the new user access to all properties associated with the account, whereas access at the property level is specific to a website and/or app.

💡Note: You must be an admin at the level you’re managing to add or remove users. For example, an account Administrator for account-level access, or property Administrator for property-level access. Otherwise, you won’t be able to see the above options.

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Google Analytics account vs. property

A Google Analytics account serves as the top-level container for the business, where each account can contain a collection of Properties. An organization or brand typically has one account and multiple Properties.

Properties are groupings of data from a website and/or apps that are being tracked. They only exist as part of an Account.

Examples of Properties: 

• Main website: www.leadsie.com
• Blog (tracked separately): blog.leadsie.com
• E-commerce store: shop.leadsie.com
• Customer portal: app.leadsie.com 
• Leadsie mobile app (Android)
• Leadsie iOS app

Roles and permissions in Google Analytics

There are five GA4 roles you can assign to someone (either at the account or property level):

1. Administrator (full control)

• Administrators can manage settings, create and edit properties, and add or remove users.
• Best for: your marketing managers and colleagues.

When should you give someone admin access? 

Because admins can access everything, it’s best to grant it sparingly and assign other roles instead. If necessary, your marketing or SEO leads, website managers, or highly trusted external partners like an ad agency might ask for admin access. 

2. Editor

• Broad permissions to manage settings and configure properties.
• Cannot manage, add, or delete users.
• Best for: marketing team members (like SEO or PPC specialists) and data team members who need to customize tracking and reporting.

3. Marketer

• Can create, edit, and delete audiences and events, configure attribution settings, and import key events as conversions into Google Ads.
• Cannot change property-level settings.
• Cannot manage users.
• Best for: performance marketers, paid media and PPC specialists, or anyone focused on ad campaign optimization.

💡 Pro tip: The Marketer role is also suitable for marketing agencies you work with as a solid middle ground. This role has sufficient permissions if you don’t need them to work on your GA4 property settings, which lets them do their work without the risk of accidental changes to your setup.

4. Analyst

• Limited to reporting and analytics work.
• Can view reports but cannot change Analytics settings or manage users.
• Best for: data specialists, product marketers, or team members who need to analyse performance without changing the GA4 setup.

5. Viewer‍

• Can see reports and settings and create their own explorations (custom reports for analysing data).
• Cannot change Analytics settings or share explorations.
• Best for: stakeholders and freelancers who only need to review data, such as SEO specialists and content creators.

How to give Google Analytics access at the account level 

Giving someone account-level access gives them access to every property within that Google Analytics account.

Note: You must have the Administrator role at the account level to add or manage users.

Step 1: Log in to Google Analytics

Log in @ https://analytics.google.com/analytics, then click “Admin” at the bottom of the left-hand menu.

If you haven’t created one yet, follow our guide on how to create a Google Analytics account.

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Step 2: Open Account access management

Under Account, click “Account Access Management.” Click the “+” icon in the top-right corner, then select “Add users.”

Users added here will receive access to all properties within the account.

If you manage multiple users or teams, you can also add user groups. Learn more in the section on adding user groups to Google Analytics.

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Step 3: Enter the user’s email address

Enter the email address associated with the user’s Google Account or Google Workspace account. This can be a Gmail address or a non-Gmail address registered as a Google Account.

Select “Notify new users by email” if you want Google to notify them that they have been granted access.

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Step 4: Choose a role and grant access

Select the appropriate role, such as Viewer, Editor, or Administrator, and click “Add” in the top-right corner.

The user will now have access to the account and all its properties. They do not need to accept an invitation.

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Adding user groups to a Google Analytics account

If you manage one or more teams, user groups offer a more efficient way to control access.

Instead of assigning the same permissions to each person individually, you can:

1. Create a user group.
2. Add team members or other groups.
3. Assign the appropriate permissions to the group.

Everyone in the group receives the assigned permissions while retaining any existing permissions they already have.

User groups are especially useful for larger agencies and businesses managing multiple teams or Google Analytics properties.

❗ Important: To create user groups, your Google Analytics account must belong to a Google Marketing Platform organization. If it doesn’t, Google Analytics will guide you through creating and linking an organization when you create your first user group.

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How to give Google Analytics access at the property level

Property-level access limits the user to the selected property and its associated website and app data.

Note: You must be an Administrator at the property or account level to manage users.

Step 1: Log in and open Admin

Log in @ https://analytics.google.com/analytics, then click “Admin” at the bottom of the left-hand menu.

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Step 2: Open Property access management

Select the property you want to share. Under Property, click “Property Access Management.”

Click the “+” icon in the top-right corner, then select “Add users.”

Step 3: Enter the user’s email address

Enter the email address associated with the user’s Google Account or Google Workspace account.

Select “Notify new users by email” if you want Google to notify them that they have been granted access.

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Step 4: Choose a role and grant access

Select the appropriate role, such as Viewer, Editor, or Administrator, and click “Add” in the top-right corner.

The user will now have access to the selected property. They do not need to accept an invitation.

🔗 Managing local search too? Learn how to give access to a Google Business Profile.

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How to edit or remove user access in GA4

You can change or remove a user’s access at either the account or property level.

Edit a user’s permissions

1. Go to Admin, then open Account Access Management or Property Access Management.
2. Search for the user, click the three dots next to their name, then choose “View user’s account details.”
3. Change their role or data restrictions.

⚠️ Important: Permissions inherited from the account level cannot be reduced at the property level.

For example, if someone has Editor access at the account level, you cannot limit them to Viewer on one of its properties. They will retain Editor access across every property in that account.

The reverse is possible: someone can have Editor access to one property and no access to the others.

Remove a user

1. Go to Admin, then open Account Access Management or Property Access Management.
2. Search for the user, click the three dots next to their name, then choose “Remove access."