GA4 lets you control access at both the account and property level and assign different roles depending on what each user needs to do.
To give someone access to GA4, go to Admin → Account Access Management or Property Access Management → + → Add users, enter the person’s Google Account email address, choose the appropriate role, and click Add.
In this guide, we’ll walk through the process step by step, explain the difference between account and property access, and help you choose the right GA4 permissions for each user.
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.
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.
Account Access vs Property Access in GA4
When adding a user to Google Analytics 4, you can grant access at either the account level or the property level. The right option depends on how much of your Analytics setup the user actually needs to work with.
Account Access Management controls permissions for the entire Google Analytics account. Permissions granted at this level are inherited by the properties within the account. This can be useful for internal administrators or specialists who need to work across multiple GA4 properties.
Property Access Management limits access to a specific GA4 property. The user can work with that property according to their assigned role without automatically receiving the same level of access to other properties in the account.
For example, if an agency only needs to work with analytics for one website, property-level access is usually the better choice. If the agency manages analytics across several properties within the same account, account-level access may be more appropriate.
In general, it is best to follow the principle of least privilege: give each user access only to the properties and functions they need to perform their work.
Google Analytics Access Levels and Permissions
Google Analytics 4 uses roles and data restrictions to control what each user can see and manage. A role can be assigned at either the account or property level, so you can give users the access they need without providing unnecessary permissions.
GA4 currently provides five standard user roles:
| GA4 role | View reports | Create and edit own Explorations | Edit GA4 settings | Manage users | Best for |
|---|---|---|---|---|---|
| Administrator | ✓ | ✓ | ✓ | ✓ | Account owners and administrators |
| Editor | ✓ | ✓ | ✓ | — | Analytics specialists and technical teams |
| Marketer | ✓ | ✓ | Limited to marketing-related features | — | Marketing and advertising specialists |
| Analyst | ✓ | ✓ | — | — | Analysts who need to create and share Explorations |
| Viewer | ✓ | ✓ | — | — | Clients, stakeholders, and reporting-only users |
The Administrator role provides full control over Google Analytics, including user management. An Administrator can add or remove users, assign roles and data restrictions, and manage Analytics settings.
The Editor role provides extensive control over property settings but does not allow the user to manage access. It is suitable for specialists who need to configure GA4 without being responsible for user permissions.
The Marketer role is designed for marketing-related configuration. It allows users to create, edit, and delete audiences, events, and key events, import key events as conversions into Google Ads, and edit attribution model settings.
The Analyst role is intended for users who primarily analyze data. Analysts can create their own Explorations and share created Explorations with other users of the property.
The Viewer role provides access to reports and configuration information without allowing users to modify Analytics settings. Viewers can also create and edit their own Explorations and work with report data, such as adding comparisons or secondary dimensions.
Data Restrictions in GA4
In addition to roles, GA4 provides two optional data restrictions:
- No Cost Metrics — prevents the user from viewing cost-related metrics.
- No Revenue Metrics — prevents the user from viewing revenue-related metrics.
These restrictions can be useful when an external agency, contractor, or other user needs access to Analytics but should not see sensitive financial data. They can be combined with GA4 roles to provide more precise control over what each user can access.
The best practice is to assign the lowest level of access that still allows the user to perform their work. Administrator access should generally be reserved for people who actually need to manage users or have full control over the Analytics setup.
What Access Should You Give an Agency?
The right level of Google Analytics access depends on what the agency is responsible for. In most cases, an agency does not need Administrator access to perform analytics, reporting, or tracking work.
For an analytics audit, the required permissions depend on the scope of the review. If the agency only needs to analyze existing data and reports, read and analysis permissions may be sufficient. A more technical audit that includes reviewing or changing the GA4 configuration may require broader access.
For reporting and data analysis, Viewer or Analyst access is usually sufficient. If the agency needs to configure GA4, modify events, adjust settings, or manage other property-level configurations, Editor access may be required.
Administrator access should generally be granted only when the agency needs to manage users and permissions or requires full control over the Analytics account or property.
Regardless of the task, follow the principle of least privilege: give an agency only the level of access necessary to complete its work. If the agency works with only one website or app, consider granting access at the property level rather than across the entire Analytics account.
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.
Why Is a Shared Google Analytics Account or Property Not Showing Up?
If someone has shared a Google Analytics account or GA4 property with you but you cannot see it in Google Analytics, first make sure you are signed in with the correct Google Account. Google Analytics access is tied to the specific email address that was added as a user, and that email must be associated with a Google Account.
If the account or property is still not showing up, check the following:
- You are signed in with the wrong Google Account. If you use multiple Google accounts, switch to the email address that was granted access.
- Access was granted to a different email address. Ask the administrator to check Admin → Account Access Management or Property Access Management and confirm that the correct email is listed.
- You were given access at the wrong level. A user added at the property level can access only that specific property, while account-level permissions can apply across properties within the account.
- Your permissions were changed or removed. GA4 administrators can modify a user’s roles or remove their access, so ask an administrator to verify your current permissions in Access Management.
- You are looking for the wrong property. Use the account/property selector in Google Analytics and confirm that you are searching for the correct GA4 property.
If you still cannot access the required property, ask a GA4 Administrator to verify your email address, access level, and assigned role. Google Analytics also supports requesting access in certain situations when you receive a link to Analytics data but do not currently have permission to view it.
Security Best Practices for Sharing GA4 Access
Sharing access to Google Analytics is safer than sharing account credentials because each user can access GA4 through their own Google Account and receive permissions appropriate to their responsibilities.
To keep your Google Analytics account secure, follow these practices:
- Grant only the permissions users actually need. Avoid assigning Administrator or Editor roles when Viewer or Analyst access is sufficient for the task.
- Choose property-level access when possible. If an agency or specialist works with only one website or app, give them access to the relevant GA4 property rather than the entire Analytics account.
- Review user access regularly. Periodically check Account Access Management and Property Access Management to make sure every user still requires access.
- Remove former employees, agencies, and contractors. Revoke access when a person or partner is no longer working with your business.
- Never share Google Account login credentials. Add each person as an individual GA4 user instead of sharing an email account, password, or login session.
These practices help reduce unnecessary access while keeping GA4 available to the people who need it for analytics, reporting, and configuration.
Google Analytics Access with newage.
When newage. works with a client’s analytics setup, the required GA4 access depends on the scope of the project — from analytics audits and reporting to tracking configuration and measurement infrastructure.
Our team works with Google Analytics 4, Google Tag Manager, Floodlight, server-side tracking, and other Google Marketing Platform tools to help businesses build reliable measurement setups and make better use of their marketing data.
Need help with your GA4 setup or want to audit your current analytics configuration? Contact newage. to discuss your measurement needs.
FAQ About Google Analytics Access
How do I give someone access to Google Analytics 4?
Go to Admin → Account Access Management or Property Access Management, click + → Add users, enter the user’s Google Account email address, choose the appropriate role, and click Add. The user will receive access according to the level and permissions you selected.
How do I add a user to a specific GA4 property?
Open the required property in Google Analytics and go to Admin → Property Access Management → + → Add users. This gives the user access to that property without automatically granting the same permissions across the entire Analytics account.
How do I give an agency access to Google Analytics?
Add the agency specialist as an individual GA4 user using their Google Account email. Choose property-level access if the agency only needs to work with one property and assign a role based on the scope of work. Avoid sharing your own Google Account credentials.
What GA4 access level should I give a user?
It depends on what the user needs to do. Viewer or Analyst may be sufficient for reporting and analysis, while Editor provides broader configuration permissions. Administrator should generally be reserved for users who need full control, including the ability to manage other users and permissions.
Can I remove someone’s Google Analytics access later?
Yes. An Administrator can return to Account Access Management or Property Access Management, select the user, and remove their access. You can also change their role or permissions if their responsibilities change.