How to Provide Access to Analytics

Google Analytics is a free web analytics service offered by Google that tracks and reports website traffic. It provides invaluable insights into user behavior, allowing businesses to make informed decisions about their marketing strategies and website design.

Making data-driven decisions is crucial if businesses want to succeed and remain competitive. Google Analytics empowers organizations with a wealth of data and analytics to understand their audience, optimize their website, and measure the effectiveness of their marketing campaigns.

Key Features of Google Analytics include the following:

  • Audience Insights: It provides detailed insights about your website visitors, including demographics, interests, and behavior patterns.
  • User Access and Permissions in Google Analytics: Google Analytics allows you to control who has access to your data and what level of access they have. You can create different user roles with varying permissions to ensure that only authorized users can access sensitive data.
  • Traffic Sources: You can identify the sources of your website traffic, such as organic search, paid advertising, or social media.
  • Conversion Tracking: It allows you to track and analyze conversions, such as purchases, sign-ups, or downloads, to measure the success of your marketing efforts.
  • Real-Time Reporting: You can access real-time data on website visitors, allowing you to monitor traffic and user behavior in real time.
Business professional analyzing data on a laptop with transparent digital graphs and analytics overlays.


User Roles in Google Analytics 4

Google Analytics offers four user roles: Viewer, Editor, Administrator, and Custom. Each role has its own set of permissions and is designed for different levels of user involvement and responsibility:

  • Viewer: Viewers can access reports and dashboards but cannot make any changes to the account. This role is perfect for users who need to stay informed about website performance but do not need to make any changes.
  • Editor: Editors can create and edit reports and dashboards, as well as manage users and permissions. This role is ideal for users who need to analyze data and make changes to the account, but do not need full administrative privileges.
  • Administrator: Administrators have full control over the Google Analytics account, including the ability to create and edit reports and dashboards, manage users and permissions, and change account settings. This is for users who need complete control over the account and its data.
  • Custom: Custom roles allow you to create a customized set of permissions for users. This is useful for organizations with specific security or data access requirements.

The following are some scenarios illustrating when and why each role may be used:

  • Viewer: A marketing manager who needs to stay informed about website traffic and performance.
  • Editor: A web developer who needs to make changes to reports and dashboards.
  • Administrator: The owner of a company who needs full control over the Google Analytics account.
  • Custom: A company with specific security requirements that need to create a customized set of permissions for users.

Step-by-Step Guide to Granting Access to GA4

To grant access to GA4 for a new user, follow the steps outlined below. However, be sure to take note of this specific requirement:  the user must be an administrator at the account or property level, depending on the type of access they’re trying to grant.

Administrators can grant access at either the account or property level. Granting access on the account level allows users to see all properties associated with that account. Granting access at the property level will only grant visibility to that singular property.

Step 1: Navigate to the “Admin” section of GA4, found by clicking on the gear icon on the lower left-hand corner of the screen when on any page of GA4.

Step 2: If granting access at the Account level, open the “Account Settings” tab, then “Account” tab, then click on “Account Access Management.”

If granting access at the Property level, open the “Property Settings” tab, then “Property” tab, then click on “Property Access Management.”

Step 3: The rest of process is the same, whether at the property or administrator level. Click the blue + icon at the top right corner of the screen and select “Add Users” from the drop down. This will open the “Add Roles and Data Restrictions” tab.

Step 4: Input the emails of the users you wish to add and select the role you wish to grant them. Then, press “Add” at the top right corner of the screen.

The new user will now be able to access the Google Analytics account, area, property, and view that you specified. 

To select user roles and permissions for Google Analytics, follow these steps:

  • Identify User Roles: Determine the different types of users who will need access to Google Analytics and their specific roles within the organization.  
  • Assign Permissions: Assign permissions to each user role based on their responsibilities and needs. Permissions can include viewing reports, editing data, managing users, and configuring settings.
  • Use Predefined Roles: Google Analytics offers predefined user roles with predefined permissions, such as "Editor," "Viewer," and "Admin." These roles can simplify the process of assigning permissions.
  • Create Custom Roles: If the predefined roles do not meet your specific requirements, you can create custom roles with tailored permissions.
  • Manage Permissions: Regularly review and update user roles and permissions to ensure they align with changing needs and organizational structures.

For more information on user roles and their respective permissions, check out Google’s GA4 access documentation

Managing Existing Users and Permissions

To ensure the security and efficiency of your Google Analytics environment, it's crucial to establish and maintain proper user access management. Here’s what you should do:

  • Regular Audits: They are important to identify any unauthorized or unnecessary access to your Google Analytics account, helping to prevent data breaches and ensuring that only authorized individuals have access to sensitive information.
  • Role-Based Access: Implement role-based access control to assign different levels of permissions to users based on their roles and responsibilities to restrict access to sensitive data and features to only those who need it.
  • Two-Factor Authentication (2FA): Enable 2FA for all Google Analytics users to add an extra layer of security. This requires users to provide a second form of ID, such as a code sent to their mobile device, when logging in.
  • Strong Passwords: Encourage users to create strong and unique passwords and have regular password changes.
  • Monitor User Activity: Regularly monitor user activity within Google Analytics to detect any suspicious or unusual behavior and help identify potential security breaches or unauthorized access attempts.
  • Revoke Access When Necessary: Revoke access for users who no longer need it or have left the organization to prevent unauthorized individuals from accessing sensitive data.
  • Educate Users: Conduct regular training sessions to educate users about the importance of data security and privacy and their roles and responsibilities in maintaining the security of Google Analytics data.

By following these guidelines and best practices, you can maintain a secure and efficient Google Analytics environment, ensuring the integrity and confidentiality of your data.

Best Practices for GA4 Access Management

Google Analytics 4 (GA4) is the latest version of Google's analytics platform. It offers a number of new features and benefits over the previous version, Universal Analytics, including improved data accuracy, more granular reporting, and better privacy controls.

One of the most important aspects of GA4 is access management; the process of controlling who has access to your GA4 data and what they can do with it. There are several best practices that you can follow to ensure that your GA4 data is secure and used appropriately, including:

  • Use strong passwords and two-factor authentication.  
  • Limit access to your GA4 data.  
  • Monitor your GA4 activity.  
  • Educate your users about GA4 access management.  
  • Stay up-to-date on GA4 access management best practices.  

Check out some more insights into GA4 and how to maximize it in our educational webinar, titled How to Extract the Most Value from GA4.

Troubleshooting Common Access Issues

These are some of the most common problems that come up when managing access and a solution to these issues:

  • Limited User Permissions: Users may face issues with accessing specific reports or features due to insufficient permissions granted by the account administrator. You can solve this issue by reviewing and adjusting user permissions to ensure appropriate access levels for each user.
  • Revoked Access: Sometimes, access to Google Analytics may be revoked intentionally or unintentionally, leading to restricted usage. This can fixed by checking if the user's access has been revoked. If so, reinstate access by adding the user again and assigning the necessary permissions.
  • Multiple Accounts: Managing multiple Google Analytics accounts can be confusing, especially when users need to switch between them frequently. Use the account switcher in the top-right corner of the Google Analytics interface to easily navigate between accounts.

How to recover access to Google Analytics in case of lost credentials or changes in staff:

  • Lost Credentials: If a user has lost their login credentials, they can reset their password by clicking on the "Forgot Password" link on the Google Analytics login page.
  • Staff Changes: When staff members leave the organization, it's important to remove their access to Google Analytics to maintain data security.
  • Account Recovery: In case of account suspension or deletion, users can contact Google Analytics support to request account recovery.

Extending Google Analytics Access to Third Parties

When granting access to external agencies or consultants for Google Analytics, it's crucial to ensure data security and privacy. Here are some key considerations:

  • Data Access: Clearly define the level of access required by the external party and only provide the necessary permissions to specific data sets or views.  
  • Contractual Agreements: Have a written agreement in place that outlines the scope of work, data usage, confidentiality, and data protection responsibilities and specify the purpose for which the data will be used and the duration of access.  
  • Security Measures: Implement strong password policies and two-factor authentication for all user accounts. Use Google Analytics' security settings to enable IP address filtering, SSL encryption, and regular security updates and monitor user activity and access logs to detect any suspicious behavior.
  • Data Anonymization: Consider anonymizing sensitive user data before sharing it with external parties by using Google Analytics' data anonymization features to mask IP addresses and other identifiable information.
  • Data Ownership and Rights: Clearly establish who owns the data and has the rights to use it.
  • Regular Audits and Reviews: Conduct regular audits of user access and data usage to ensure compliance with the agreed-upon terms and review the external party's data handling practices and security measures to ensure ongoing protection of your data.

You can safely grant access to external agencies or consultants for Google Analytics while protecting the security and privacy of your data by following these points.

Maximizing GA4 with's Expertise

Google Analytics is a powerful tool that provides businesses with valuable insights to make informed decisions about their marketing strategies and website design. By understanding user behavior and tracking key metrics, businesses can optimize their website, improve user experience, and achieve their business goals.

We encourage you to contact us for expert assistance in managing your Google Analytics accounts and for advanced analytics strategies. Our team provides marketing and data analysis services to help improve your data measurement strategy so you can focus on what matters: growing your business. Reach out to one of our representatives to get started. 

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About Author

Shawn Griffin
Shawn has been with since 1999 in a variety of roles. Currently, Shawn is part of our digital marketing and content team. In addition to editing and producing written company pieces, he produces copy for clients and he also helps to produce our radio and TV spots. He wants to make sure everybody knows that it’s truly a collaborative effort – between many, including the people he’s worked for during the past 20+ years!

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