How to Add a Manager to Google Analytics

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Granting someone access to your Google Analytics is a necessary step for collaborating with your team, an agency, or a consultant. This article provides a clear, step-by-step guide on how to add a manager - or any other user - to your Google Analytics 4 property. We'll also cover the different permission levels so you can give people the right amount of access without handing over the keys to your entire account.

Understanding Why You'd Add Users to Google Analytics

Before jumping into the "how," let's quickly cover the "why." Your website data is a valuable asset, and different people need access for different reasons. Limiting and assigning proper access is key to both security and efficiency.

Common scenarios for adding users include:

• Marketing Team Members: Your in-house team needs access to track campaigns, analyze user behavior, and build reports to measure their efforts. An analyst might need to create explorations, while a marketing manager might need to adjust conversion settings.
• Digital Marketing Agencies: If you hire an agency for SEO, PPC, or content marketing, they will need access to your analytics to measure performance, identify opportunities, and report on the effectiveness of their campaigns.
• Freelancers and Contractors: A web developer might need access to verify that event tracking is set up correctly, while a content writer might need it to see which blog posts are performing best.
• Business Executives and Stakeholders: Leadership often wants to see high-level performance data. Granting them "Viewer" access allows them to see the dashboards and reports without being able to accidentally change any settings.

By using Google's role-based access system, you can give each person a login that provides precisely the level of access they require to do their job, and nothing more.

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Decoding Google Analytics 4 Permission Levels

In Google Analytics 4, user permissions are more granular than in previous versions. Access can be granted at two main levels: the Account level and the Property level.

• Account Level: Giving someone access here grants them the same permissions for all the GA4 Properties within that Account. This is ideal for someone who manages all of your company's websites.
• Property Level: This limits a user's access to only a specific GA4 Property. This is the most common and secure choice, especially when working with external partners or team members who only focus on one website or app.

Within those levels, there are several distinct roles you can assign. Understanding these is the most important part of managing your users effectively.

• Administrator: This is the equivalent of a "manager" or "owner." Users with this role have full control. They can manage other users (add, edit, delete them), change settings, and see all data. You should grant this permission level sparingly and only to those who absolutely need it.
• Editor: Editors can do almost everything an Administrator can - like create and edit audiences, conversions, and goals - but they cannot manage users. This is a great role for a senior marketing manager or a trusted agency partner who needs to configure analytics settings.
• Marketer: This role is designed for the people running campaigns. Marketers can edit audiences, conversions, and attribution models, but can't alter major property settings. It provides the tools they need to act on insights without risking an accidental change to the overall setup.
• Analyst: Analysts can create, edit, and share assets like reports in the Exploration section. However, they can't change any administrative settings. This is the perfect role for team members whose primary job is to dive into the data, build performance reports, and find insights.
• Viewer: This provides read-only access. Viewers can see all of the data and reports, but they can't change anything at all. This is the safest option for granting access to clients, executives, or junior team members.
• None: This option revokes a user's access to a specific account or property without removing them entirely from the system.

Additionally, you'll see a data restriction option for "No Cost Metrics" and "No Revenue Metrics." This is a useful feature if you want to grant access to a user but hide sensitive financial data like ad spend or e-commerce revenue from them.

How to Add a Manager (Administrator) to Google Analytics: A Step-by-Step Guide

Ready to add your new user? The process is straightforward and takes less than a few minutes. Here’s exactly how to do it.

Step 1: Sign in and Go to the Admin Panel

First, log into your Google Analytics account. Once you're on the dashboard, look for the gear icon labeled Admin in the bottom-left corner of your screen and click on it.

Step 2: Choose Where to Grant Access (Account or Property)

The Admin screen is divided into two columns: Account and Property. You need to decide at which level you want to grant access.

• For Account-level access (granting permission to all properties), find the "Account Access Management" option in the Account column.
• For Property-level access (granting permission to only this specific property), find the "Property Access Management" option in the Property column.

Pro Tip: When in doubt, always choose Property-level access. It's more secure and follows the principle of least privilege.

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Step 3: Add a New User

In the top-right corner of the Access Management screen, click the blue "+" button, then select "Add users" from the dropdown menu.

Step 4: Enter the User's Email Address

A new panel will slide out from the right. In the "Email addresses" field, type the email address of the person you want to invite. You can add multiple emails at once by separating them with a comma.

It's best practice to use a company email address (e.g., jane@agency.com) rather than a personal one (e.g., jane.doe123@gmail.com). The address must be associated with a Google Account.

Step 5: Assign the Administrator Role

This is where you set the permissions. Under "Predefined roles," you'll see a list of the roles we discussed earlier. To add someone as a manager, select the Administrator role.

Remember, this gives them complete control over your analytics setup, including the ability to add and remove other users. Double-check that this is the level of access you truly want to provide.

Step 6: Review and Save

With the email entered and the role selected, click the blue "Add" button in the top-right corner. Google will then send an invitation email to the user, and they will appear in your user list.

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Best Practices for Managing Your GA4 Users

Adding a user is easy, but managing them responsibly is just as important for data security and accuracy.

• Apply the Principle of Least Privilege: Don't give everyone Administrator access just because it's easier. Only provide the minimum level of permission a person needs to perform their duties. If someone only needs to see reports, make them a Viewer.
• Conduct Regular Audits: At least once a quarter, navigate to your "Access Management" screen and review the full list of users. Have any employees left the company? Has an agency contract ended? Revoke access for anyone who no longer needs it.
• Use Team-Based Email Groups: For larger teams, consider creating a Google Group (e.g., marketing-team@yourcompany.com) and giving that group access. When a new person joins the team, you just add them to the Google Group, and they automatically get access. When they leave, removing them from the group revokes their access.

How to Edit or Remove a User in GA4

To modify a user's permissions or remove their access entirely:

1. Navigate back to Admin → Account/Property Access Management.
2. You will see a list of all users with access. Find the user you want to manage and click the three vertical dots on the far right of their row.
3. Select "View user's account details" to change their role or check which permissions they currently have.
4. Select "Remove access" to completely revoke their permissions to the Account or Property.

Being diligent with these simple management tasks ensures your data stays secure and that only the right people have the power to make changes.

Final Thoughts

Adding a manager, marketer, or viewer to Google Analytics 4 is a simple process that unlocks collaboration across your organization. By understanding the different roles and following a few security best practices, you can confidently share data while keeping your account settings safe and sound.

Of course, giving people access to data is only the first step. The real challenge is empowering them to easily find answers without having to become a data expert. If you find your team constantly asking for custom reports or struggling to connect GA data with sales and advertising data, we built Graphed for you. We connect all your sources - like Google Analytics, Shopify, and Facebook Ads - into one place and let anyone on your team build dashboards and get insights just by asking questions in plain English, giving your team the power of real-time analytics without the steep learning curve.