This is essential for collaborating on data, setting up event tracking, and analyzing the performance of a website or advertising campaigns.

In this article, you’ll learn how to properly add a user in Google Analytics 4, which access levels to choose based on specific tasks, and how to quickly revoke access when needed.

What is Google Analytics 4

Google Analytics 4 (GA4) is a modern web analytics tool by Google that allows you to track and analyze user behavior across websites and mobile apps within a single interface.

The key feature of GA4 is its event-based data model. Instead of relying on traditional sessions, the system tracks every user interaction: page views, clicks, scrolls, purchases, form submissions, and more. This provides a more flexible and accurate understanding of the customer journey.

GA4 also offers:

• cross-platform analytics (website + app)
• advanced analysis capabilities without the need for third-party tools
• integration with Google advertising services
• a privacy-focused approach with reduced reliance on cookies

The tool is widely used by marketers, analysts, and businesses to:

• evaluate the performance of advertising campaigns
• analyze user behavior
• optimize conversions and user experience (UX)

That’s why properly managing access in GA4 is critically important — it ensures secure data handling and allows you to effectively assign roles within your team.

When You Need to Grant Access to GA4

Granting access to Google Analytics 4 is a standard practice when working with analytics. It allows different specialists to work with data without sharing login credentials, helping keep your account secure.

Here are the most common situations when you may need to grant access to GA4:

• Working with an agency or contractor

When you start cooperation with a marketing agency or freelancer, they need access to set up analytics, verify data accuracy, and optimize campaigns.

• Involving a marketer or analyst

Marketing specialists use GA4 to analyze traffic, user behavior, and advertising performance.

• Conducting an analytics audit

To check whether your tracking setup and data collection are correct, you may involve external experts who require temporary access.

• Team collaboration

If multiple people are working on a project (marketing, product, development), access to GA4 ensures everyone can view up-to-date data and make informed decisions.

In each of these cases, it’s important to choose the appropriate access level so that users only have the permissions necessary for their tasks.

How to Grant Access to Google Analytics 4

To grant access to Google Analytics 4, follow a few simple steps in the Admin panel.

Step 1. Go to the “Admin” section

Sign in to Google Analytics and click on the “Admin” (gear icon) in the lower-left corner.

Select the account or property you want to grant access to, then open the “Access Management” section.

Step 2. Add a new user

In the top-right corner, click the “+” button and select “Add users.”

Step 3. Enter the email and assign a role

Enter the user’s email address (Google account) and choose the appropriate access level based on their tasks: viewing, analyzing, or editing.

Step 4. Confirm the addition

Click the “Add” button. The user will receive an email invitation and will be able to access your Google Analytics 4 account once they accept it.

Important: If you don’t see the “+” button, it means you don’t have permission to add new users. In this case, contact your account administrator or a colleague who has the appropriate access rights.

What Access Roles Are Available in GA4

In Google Analytics 4, you can assign different access levels depending on a user’s responsibilities. This helps control who can only view data and who can make changes to settings.

Here are the main roles:

Administrator

Has full access to the account or property:

• manages users and their permissions
• changes settings
• has access to all data

When to assign: to a business owner or a person responsible for managing analytics. It’s not recommended to grant this role to all contractors.

Editor

Can modify settings and data:

• creates and edits events
• configures conversions
• works with integrations

When to assign: to a marketer or specialist responsible for setting up analytics.

Analyst

Works with data but cannot change settings:

• views reports
• creates explorations
• analyzes user behavior

When to assign: to an analyst or marketer who doesn’t need access to configuration settings.

Viewer

Has read-only access:

• views standard reports
• cannot make any changes

When to assign: to clients, managers, or stakeholders who need to see data without the risk of modifying anything.

Recommendation: always grant the minimum level of access necessary to perform the required tasks.

Important Considerations When Granting Access

Before granting access to Google Analytics 4, it’s important to consider a few technical and security aspects. These will help you avoid mistakes and maintain control over your data.

• A Google account is required

You can only add users via an email address linked to a Google account. If the person doesn’t have one, they’ll need to create it first.

• Access level matters

Always choose a role based on the user’s responsibilities. Avoid granting Administrator access unless absolutely necessary, as it can lead to unintended changes in settings or even loss of control over the account.

• Access can be granted at different levels

In Google Analytics 4, there are two levels of access:

• Account level — access to all properties within the account
• Property level — access only to a specific website or app

In most cases, granting access at the property level is sufficient.

• Not all users can add others

If you don’t have the Administrator role, you won’t be able to manage user access. In this case, you’ll need to contact the account owner or another administrator.

• Access can be revoked at any time

You can remove a user or change their role at any time without affecting your existing data.

Tip: regularly review your user list and remove outdated access — this is a basic security best practice for any business.

How To Revoke Permission In Google Analytics 4

Sometimes there is a need to prohibit a certain user from viewing your data, or to change his access level. We have prepared instructions for this case.

Go to Google Analytics and select the “Admin” (gear) item in the left menu, select the desired account and click on the “Account Access Management” item below it.

Find the desired email in the list of users. Press the three dots at the end of the line and select “Remove access”

Google will ask if you really want to remove the user – confirm, and work is done.

Earlier, we explained what reports in Google Analytics 4 look like and how to create your own reports using GA4 tools.

Granting access to Google Analytics 4 is a simple but critically important step for effective analytics management. Properly configured permissions not only ensure smooth teamwork but also protect your data.

Choose access roles based on user responsibilities and regularly review who has access to your account — this will help prevent errors and unwanted changes.

If you need help with GA4 setup, analytics audits, or implementing tracking, feel free to reach out to the newage. team. We’ll help you set up analytics that actually supports your business goals — not just collects data.

FAQ: Common Questions About GA4 Access

Can you grant access to GA4 without Gmail?

No. To access Google Analytics 4, a user must have a Google account. It can be any email address, but it needs to be linked to Google.

What access level should you assign to a contractor?

In most cases, the Analyst or Editor role is sufficient. The Administrator role should only be granted in exceptional cases when full control over settings is required.

Can you limit access to just one website?

Yes. In GA4, you can grant access at the property level, meaning the user will only see data for a specific website or app, not the entire account.

Will a user see all data after getting access?

It depends on the assigned role. For example, a Viewer can only see reports, while an Editor or Administrator can modify settings and impact data.

Can access be revoked at any time?

Yes. You can remove a user or change their access level at any time in the settings. This will not affect any previously collected data in GA4.