How to Add an Email to Google Analytics

Adding a colleague, client, or agency partner to your Google Analytics account is a straightforward process, but getting it right is the first step toward better data collaboration. This guide will walk you through exactly how to grant user access in Google Analytics 4. We'll also cover how to track your email marketing campaigns and schedule automated email reports, giving you a complete overview of how email and GA work together.

Your Step-by-Step Guide to Adding a User in Google Analytics 4

Google Analytics 4 has a permissions system that lets you control exactly what users can see and do. Before we get to the steps, it's important to understand the two main levels where you can grant access.

Account vs. Property Level Access: What's the Difference?

Understanding this distinction is crucial to avoid giving someone more access than they actually need. Think of your Google Analytics setup like an apartment building:

• Account Level Access: This is like giving someone the master key to the entire building. A user with account-level access can see all the "properties" (websites or apps) within that account and has administrative rights over the whole account, like adding other users.
• Property Level Access: This is like giving someone a key to a specific apartment. A user with property-level access can only see the data and settings for the specific website or app you've chosen. They cannot see other properties in the account or manage account-level settings.

For most situations, like giving a team member access to a specific website or an agency access to a client’s site, granting Property Level Access is the safest and most common choice.

Step-by-Step Instructions

Ready to add your user? Just follow these simple steps:

1. Sign In and Navigate to Admin: Log in to your Google Analytics account. In the bottom-left corner of the screen, click on the gear icon labeled Admin.

2. Choose Your Access Level: You'll now see two columns: Account and Property.

• To grant Account Level access, click on "Account Access Management" in the first column.
• To grant Property Level access (most common), make sure the correct property is selected in the second column, then click "Property Access Management."

3. Add New Users: In the top-right corner of the access management screen, click the blue plus icon (+) and select Add users.

4. Enter Email Addresses: In the "Enter email addresses" field, type the email of the person you want to add. You can add multiple emails at once by separating them with a comma.

5. Assign a Role: This is the most important step. You need to assign a permission level that determines what the user can do. Here are the standard roles in GA4:

• Administrator: Has full control over the account/property. They can manage users (add/delete), change settings, and see all data. Grant this role with caution.
• Editor: Can edit settings and assets (like creating goals/conversions) but cannot manage users. This role is ideal for marketing managers or team members who need to configure the property.
• Analyst: Can create, edit, and share their own reports and explorations but cannot change property settings. Perfect for most team members who need to dive deep into the data without risk of altering the setup.
• Viewer: Has read-only access. They can view reports and settings but cannot make any changes. This is the safest role and is great for stakeholders or clients who just need to check on performance.
• None: This option revokes all access for the user at that specific level.

Choose the role that best fits the team member's needs. We recommend starting with the most restrictive role possible (Viewer or Analyst) and upgrading their permission later if needed.

6. Click the Add Button: Once you've entered the email and selected a role, click the blue Add button in the top-right corner. The user will receive an email notification inviting them to access the Google Analytics property.

Beyond User Access: How to Track Email Marketing in Google Analytics

Adding users is just one part of the equation. A far more powerful function is tracking the performance of your email marketing directly within GA. Doing this allows you to see exactly how many users, conversions, and how much revenue your email campaigns are driving.

The Magic of UTM Campaign Parameters

The secret to tracking any marketing effort in Google Analytics is using UTM parameters. These are simple tags that you add to the end of your URLs. When someone clicks a link with these tags, Google Analytics reads them and sorts that traffic into the correct campaign.

While there are five possible UTM parameters, you really only need to focus on three for email:

• utm_source: Identifies where the traffic came from. For email marketing, this would be your email service provider or general email list (e.g., klaviyo, mailerlite, newsletter).
• utm_medium: The marketing medium or channel. For all email campaigns, this should simply be email.
• utm_campaign: The specific name of your campaign. This is how you differentiate between your promotions (e.g., black_friday_sale, q1_newsletter, welcome_series).

A final URL with UTM tags might look something like this:

https://www.yourwebsite.com/?utm_source=newsletter&utm_medium=email&utm_campaign=summer_promo_2024

How to Build UTM Links (The Easy Way)

You don't need to type these out manually. Google provides a free tool called the Campaign URL Builder that makes the process painless. Just paste your URL, fill in the source, medium, and campaign fields, and it will generate the final tagged link for you. Most major email service providers (like Klaviyo or Mailchimp) also have features to automatically add UTM tags to all the links in your emails.

Where to Find Your Email Campaign Data in GA4

Once you start using UTM-tagged links in your emails, you can easily find your performance data inside Google Analytics.

Navigate to Reports > Acquisition > Traffic acquisition. In the report table, you’ll see traffic broken down by "Session default channel group." This will show you a high-level overview of "Email."

To see your individual campaigns, click the dropdown menu for the primary dimension (usually "Session default channel group") and change it to "Session campaign." Now, you'll see a list of all your campaign names, allowing you to compare which emails are driving the most traffic, engagement, and conversions.

Put Your Reporting on Autopilot: Scheduling Email Reports From GA4

What if you want to share specific data with a stakeholder who doesn't need to log in to GA? You can schedule reports to be emailed directly from the GA4 interface.

Here’s how to do it:

1. Navigate to any standard or custom report you want to share.
2. In the top-right corner, click the "Share this report" icon (a box with an arrow pointing out).
3. From the dropdown menu, select "Schedule email."
4. A panel will appear on the right side. Here you can configure the email:
5. Click "Save," and your report will now be sent out automatically on the schedule you chose.

This is a fantastic way to keep your team informed and automate a part of your weekly or monthly reporting process without any manual effort.

Final Thoughts

Integrating email with your Google Analytics is about more than just giving a team member permissions. By properly managing user access, consistently tagging your campaigns with UTMs, and scheduling key reports, you create a powerful, collaborative system for understanding exactly how email contributes to your overall business goals.

While mastering Google Analytics is a great way to understand your data, we know that building reports, connecting sources, and finding genuine insights can still be a huge time-sink. That's why we built Graphed. We wanted to create a way for anyone to connect all their marketing and sales data in one place - from Google Analytics and Shopify to Facebook Ads and HubSpot - and get answers just by asking questions in plain English. Now you can build real-time dashboards and reports in seconds, empowering your entire team to make smarter decisions without the steep learning curve.