Google Analytics lets you grant access to other users so you can share your data without sharing your login. An agency or a teammate gets their own access, and you keep a clear record of who can see and change what. Here is how to do it in Google Analytics 4.
Note: Universal Analytics stopped processing data on July 1, 2023. Every live property is now Google Analytics 4 (GA4), so these steps cover the GA4 access model. If you are new to the tool, start with how Google Analytics works.
GA4 access: scopes and roles
GA4 splits access into two parts.
Scope, where the access applies:
- Account: the user gets access to every property under the account.
- Property: the user gets access to one property only.
Role, what the user can do:
- Administrator: full control, including managing other users.
- Editor: full control of settings, but cannot manage users.
- Marketer: create and edit audiences, conversions, and attribution settings.
- Analyst: build and share reports and explorations, no settings changes.
- Viewer: see reports and settings, no editing.
Grant the lowest role that lets the person do their job. For most agency reporting, Analyst or Viewer at the Property scope is enough. Grant Editor only when the partner needs to configure events or conversions.
How to grant user access in Google Analytics 4
- Sign in to Google Analytics and open Admin (the gear icon, bottom-left).
- Choose the scope. For one property, stay in the Property column and click Property Access Management. To grant access across the whole account, use Account Access Management instead.
- Click the plus (+) button in the top-right, then Add users.
- Enter the email address of the person or agency you are granting access to.
- Choose a role from the list above. Add data restrictions (No Cost Metrics, No Revenue Metrics) if you want to hide sensitive figures.
- Leave Notify new users by email checked so they know access was granted.
- Click Add.
That is it. The user can sign in with that email and see the data at the role you set.
RELATED: How to Grant Someone Access to Your Google Ads Account
What to do next
Granting access is usually step one when a partner takes over measurement. If you also run paid search, grant access to your Google Ads account and add a user to Google Search Console so the same team can tie traffic, spend, and rankings together. If you would rather hand reporting to a team that runs it end to end, our SEO team can take it from access setup through monthly analysis.
Which GA4 role should you grant?
Use Viewer when someone only needs to read reports. Use Analyst when they need to create explorations or share analysis. Use Marketer when they need to work with audiences, conversions, or attribution settings. Use Editor when they need to configure the property. Reserve Administrator for people who should manage users and own the account setup.
If you are giving an outside agency access, start at the property level unless they truly need every property in the account. Property-level access is cleaner, easier to audit, and safer for organizations that manage several brands, regions, or business units under one Analytics account.
Use data restrictions when needed
GA4 lets administrators restrict cost metrics and revenue metrics for specific users. This is useful when someone needs traffic and conversion reporting but should not see ad spend, ecommerce revenue, or other sensitive financial figures. For example, a content contractor may need Viewer access without revenue metrics, while a paid media partner may need cost and conversion data.
How to review or remove users
Open the same Account Access Management or Property Access Management screen, search for the user, and edit or remove their access. Review access after a project ends, after an employee leaves, after changing agencies, and after major reporting changes.
Access management is part of analytics governance. Good governance makes reporting more reliable because the right people can see the data, the wrong people cannot, and every configuration change has a clear owner.
Sources checked: support.google.com, support.google.com.
