How to Share Google Analytics with Another User

Granting someone access to your Google Analytics account is essential for collaboration, whether you're working with a marketing agency, a new team member, or a freelance analyst. This guide will walk you through exactly how to add, manage, and remove users in Google Analytics 4, explain what each permission level means, and share some best practices to keep your data secure.

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Why Share Google Analytics Access?

You can't be in a data silo. Sharing access is the first step toward building a data-informed team. Here are a few common situations where you'll need to add a new user:

• Onboarding a new employee: A new marketer, salesperson, or product manager will need access to understand site performance and user behavior.
• Working with an agency or freelancer: Your SEO consultant, PPC agency, or web developer will need data to measure their impact, find opportunities, and diagnose issues.
• Collaborating with stakeholders: Your executive team or department heads may need high-level dashboard access to track key performance indicators (KPIs) without getting lost in the weeds.
• Hiring a developer to fix a bug: A developer might need temporary access to debug tracking issues or validate the implementation of new events.

Instead of manually exporting reports and emailing CSV files, granting direct access allows your collaborators to get real-time data and perform their own analysis, saving everyone time and hassle.

Account vs. Property: Understanding the Access Hierarchy

Before you add a user, it's important to understand the structure of Google Analytics. Access can be granted at two main levels:

1. Account Level: This is the highest level. Granting access here gives the user the same permissions for all Properties within that Account. This is ideal for administrators who manage multiple websites under one company umbrella.
2. Property Level: This is more specific. Access granted at the Property level only applies to that single website or app. This is the most common and secure way to grant access to team members or agencies who only work on a specific site.

A good rule of thumb: Always grant access at the most specific level needed. If someone only needs data for one website, grant them access at the Property level, not the Account level.

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Understanding Google Analytics 4 Permission Levels

Google Analytics 4 provides a range of predefined roles to control exactly what users can see and do. Giving everyone an "Administrator" role is a common mistake that can lead to accidental changes. It’s better to follow the principle of least privilege, giving users only the access they need to perform their role.

Administrator

• What they can do: Everything. They have full control over the account and all its properties. This includes managing users (adding/deleting), linking other Google products (like Google Ads and Search Console), setting up data streams, and editing all settings.
• When to use it: This role should be reserved for trusted individuals who own the account or are responsible for its overall management and technical setup. Most users do not need this level of access.

Editor

• What they can do: They can access and edit most administrative functions and all reports. They can create, edit, and delete audiences, conversions, funnels, reports, and explorations. They can apply changes to the property.
• What they can't do: They cannot manage users. This is the key difference between an Administrator and an Editor.
• When to use it: This is the perfect role for the head of marketing, a senior analyst, or the main point of contact at your marketing agency - someone who needs to actively manage tracking settings and analytics assets, but doesn't need to control who has access.

Marketer

• What they can do: This role has the same permissions as an Editor. They can create, edit, and adjust audiences, conversions, attribution models, and more.
• What they can't do: Like Editors, they cannot manage user access.
• When to use it: Functionally, it's identical to the Editor role. Google likely created this to help teams better clarify roles. Give this permission to the people who are actively creating audiences for ad campaigns and managing marketing-related settings.

Analyst

• What they can do: An Analyst can create, edit, and delete their own personal reports and explorations. They can also collaborate on shared assets (like explorations built by others), but they cannot change property-level settings. They can see all the data.
• When to use it: This role is great for most of your marketing or product team members. It allows them to dig into the data, build customized reports for themselves, and explore trends without any risk of accidentally changing important settings like custom channel groupings or conversion events.

Viewer

• What they can do: This is a "look but don't touch" role. Viewers can see all reports and settings, but they cannot make any changes. They cannot create or modify reports, explorations, audiences, or other assets.
• When to use it: This is the safest role to grant. It's ideal for stakeholders, executives, or junior team members who need to reference performance data but aren't actively involved in analysis or setup. For example, give this to a sales manager who just wants to check the number of leads generated each week.

Data Restrictions

Beyond the standard roles, you can also apply two important data restrictions for any non-Administrator role:

• No Cost Metrics: Check this box if you want to hide cost data from linked ad accounts (like Google Ads). This is useful if you don't want a freelancer or team member to see your total ad spend.
• No Revenue Metrics: Check this box to hide revenue data (from e-commerce events like purchase). You might use this if you want an SEO analyst to focus purely on traffic and engagement without seeing sales figures.

A Step-by-Step Guide to Sharing Access in GA4

Ready to add a new user? The process only takes a minute. Follow these steps:

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1. Sign In to Google Analytics

Go to analytics.google.com and sign in with the email address that has administrative access.

2. Navigate to the Admin Section

At the bottom left of the screen, click the gear icon labeled Admin. This takes you to the backend settings for your account and properties.

3. Choose the Correct Access Level (Account or Property)

On the Admin page, you'll see two columns: Account and Property. Decide where you want to grant access:

• To give a user access to all websites in your account, select Account Access Management in the Account column.
• To give a user access to only one specific website, choose the correct property from the dropdown in the Property column, then select Property Access Management.

4. Add a New User

In the top right corner of the Access Management screen, click the blue + button and select Add users.

5. Enter Email and Assign Permissions

You'll now see the "Add permissions" panel:

1. Email addresses: Enter the email address of the person you want to add. They must have a Google account associated with this email. You can add multiple emails at once.
2. Notify new users by email: Keep this box checked. It sends the person an email letting them know they've been granted access.
3. Standard Roles: Select one of the predefined roles (Administrator, Editor, Analyst, Viewer, etc.) that you determined earlier.
4. Data restrictions: If needed, apply the cost or revenue data restrictions.

Once you've configured the permissions, click the blue Add button in the top right.

That's it! The user has now been added and can access your Google Analytics property by signing in with their Google account.

How to Manage or Remove User Access

Circumstances change. An employee leaves, a project with a freelancer ends, or you need to update someone's permissions. Managing user access is just as straightforward.

1. Navigate back to the same Admin > Account/Property Access Management screen.
2. You'll see a list of all users with access. Find the person you want to modify.
3. Click the three vertical dots on the far right of their row.
4. You will see two options:

It's good practice to audit your user list every few months to remove anyone who no longer needs access. This helps keep your account secure and tidy.

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Final Thoughts

Learning how to share Google Analytics access is a simple but important skill for anyone managing a website. By understanding the difference between account and property levels and using the correct permission roles, you can collaborate effectively with your team and partners while keeping your data secure and preventing accidental misconfigurations.

Of course, sharing access is just the first step. The next challenge is making sure your team can actually understand the data and find insights without having to spend weeks learning the complexities of the GA4 interface. That's why we built Graphed. We connect directly to your Google Analytics account so that anyone on your team can get answers, reports, and dashboards by just asking questions in plain English - no training required. They can ask, "Show me a chart of our top traffic sources this month," and get a live, automated dashboard in seconds, allowing them to focus on insights instead of getting stuck on how to use the tool.