How to Give Agency Access to Your Google Analytics
Meta Description: Step-by-step guide on how to give your marketing agency access to Google Analytics 4. Learn about access levels, property permissions, and how to grant the right level of access.
Introduction
Google Analytics is the foundation of data-driven marketing. It provides insights into how visitors find your website, what they do once they arrive, and whether your marketing efforts are driving meaningful results. When you work with a marketing agency, they need access to this data to make informed decisions about your campaigns.
Granting agency access to Google Analytics allows your marketing partners to analyse traffic, track conversions, set up custom reports, and optimise your marketing strategy—all without requiring access to your Google account itself.
This guide covers everything you need to know about adding agency access to Google Analytics 4 (GA4), including the different access levels, step-by-step instructions, and solutions to common problems.
Prerequisites
Before granting agency access to your Google Analytics property, ensure you have completed the following:
1. Administrator Access to Google Analytics
You must have Administrator-level access to the Google Analytics account or property you wish to share. Only Administrators can add new users.
2. The Agency's Google Account Email
Your agency will provide a Gmail or Google Workspace email address for each team member requiring access. This must be a Google account.
3. Verified Google Analytics Setup
Ensure your Google Analytics 4 property is properly set up and collecting data before adding external users. This helps avoid confusion about whether access is working correctly.
4. Understanding of Your Account Structure
Google Analytics uses a hierarchy: Account > Property > Data Stream. Understand which level you want to share—most agencies need Property-level access.
5. Clear Agreement on Access Level
Discuss with your agency whether they need read-only access (to view and create reports) or full Administrator access (to configure settings and integrations).
Understanding Google Analytics Access Levels
Google Analytics 4 offers several predefined roles with different permissions:
Administrator
Full control over the Analytics account or property. Can add and remove users, modify account settings, delete properties, and access all features. Grant this only to highly trusted partners or when specifically required.
Editor
Can create and edit custom dimensions, audiences, events, and conversions. Can modify property settings and configure integrations. Cannot manage users or delete the property.
Marketer
Can create and edit audiences, conversions, attribution models, and events. Cannot modify property settings or data streams. Suitable for agencies focused on campaign optimisation.
Analyst
Can create, edit, and share reports, explorations, and dashboards. Cannot modify any configuration settings. Ideal for agencies that only need to build reports and analyse data.
Viewer
Read-only access to reports and explorations. Cannot create or modify anything. Suitable for stakeholders who need to view data but not manipulate it.
No Cost Data
Same as Viewer but cannot see revenue or cost-related metrics. Useful when you want to share traffic data without exposing financial information.
Understanding Account vs Property Access
Google Analytics uses a hierarchical structure:
Account Level
The top level, which can contain multiple properties. Granting access at the Account level gives the user access to ALL properties within that account. Use this only if you want the agency to access everything.
Property Level
An individual website or app being tracked. Granting access at the Property level restricts the agency to only that specific property. This is the most common choice for agency access.
Data Stream Level
Individual data sources within a property (web, iOS app, Android app). Access is typically managed at the Property level, not the Data Stream level.
Step-by-Step Instructions: Adding Agency Access to Google Analytics
Step 1: Access Google Analytics
Open your web browser and navigate to analytics.google.com. Sign in with the Google account that has Administrator access to your Analytics property.
Step 2: Navigate to Admin Settings
In the Google Analytics interface, look for the Admin option. In GA4, this is typically represented by a gear icon in the lower left corner of the navigation panel. Click on it to access the Admin area.
Step 3: Choose the Correct Access Level
The Admin panel is divided into sections for Account, Property, and Data Stream settings.
- To grant access to ALL properties under an account, work in the Account column
- To grant access to a specific property only, work in the Property column
For most agency relationships, you will work in the Property column.
Step 4: Open Access Management
Click on Property Access Management (for property-level access) or Account Access Management (for account-level access).
This will display a list of all users who currently have access, along with their email addresses and roles.
Step 5: Add a New User
Click the blue Add users button (represented by a plus icon) in the top right corner of the access management panel.
A dialog box will appear asking for the email addresses of users to add.
Step 6: Enter the Agency's Email
Enter the Google account email address provided by your agency. You can add multiple email addresses at once by separating them with commas.
Ensure email addresses are typed correctly—typos will prevent access from working.
Step 7: Select Roles
Below the email field, you will see a list of available roles. Check the box next to the role(s) you want to grant. You can assign multiple roles if needed.
For most marketing agencies:
- Analyst is sufficient for reporting and analysis
- Marketer is appropriate for agencies managing campaigns and audiences
- Editor is needed if they will configure events and conversions
- Administrator should be granted only if specifically required
Step 8: Optional Restrictions
You may see options to add data restrictions, such as hiding cost metrics or revenue metrics. Configure these based on what information you are comfortable sharing.
Step 9: Notify Users
Check the Notify new users by email box if you want Google to send an automatic email notification to the agency. This is recommended.
Step 10: Add Users
Click Add to complete the process. The agency now has access to your Google Analytics property with the permissions you specified.
They can log into analytics.google.com with their own Google account and see your property in their property list.
Granting Access to Specific Reports Only
If you want to share specific reports without granting broad access, you can use report sharing:
Step 1: Create the Report
Build the report or exploration you want to share in Google Analytics.
Step 2: Share the Report
Click the Share button on the report and select Share link or Get Report Link. This creates a link that anyone with access to the property can view.
Note that this method still requires the recipient to have at least Viewer access to the property—it simply directs them to a specific report.
Granting Access via Google Tag Manager
If your agency needs to modify tracking implementation rather than just view data, they may need access to Google Tag Manager instead:
Step 1: Go to Tag Manager
Navigate to tagmanager.google.com and sign in with your Google account.
Step 2: Select Your Container
Click on the container (website or app) you want to share.
Step 3: Access User Management
Click on Admin in the top navigation, then User Management under the Container section.
Step 4: Add Users
Click the plus button, enter the agency's email, and select the appropriate permissions (View, Edit, Approve, Publish).
Common Issues and Troubleshooting
Issue: Cannot Find the Admin Panel
Ensure you are logged into the correct Google account. The Admin panel only appears if you have Administrator access. If you see only the Reports section, you may have Viewer or Analyst access.
Issue: Add Users Button is Greyed Out
You do not have Administrator access at the level you are trying to modify. You may have Property-level Admin access but not Account-level. Check your permissions.
Issue: Agency Cannot See the Property
The agency must log into analytics.google.com with the exact email address you invited. If they use a different Google account, they will not see the property.
Issue: Wrong Property Visible
If you have multiple properties, ensure you granted access to the correct one. Double-check the Property name and ID.
Issue: Data Not Appearing for Agency
There may be a delay before data appears for new users. Data filters can also restrict what certain users see. Check for any data filters applied at the property level.
Issue: Agency Needs Higher Permissions
If the agency requires additional capabilities, return to Access Management and edit their role. You can upgrade from Viewer to Analyst to Editor as needed.
Frequently Asked Questions
Can my agency access my Google account?
No. Granting Analytics access does not provide access to your Gmail, Drive, or any other Google services. They can only access the Analytics properties you specifically share.
Can the agency delete my data?
Only Administrators can delete properties. Editors and below cannot delete data or the property itself. Analytics does not allow retroactive deletion of collected data in most cases.
Can I see what the agency does in Analytics?
Yes. Google Analytics maintains an audit log of configuration changes. Administrators can review what changes were made and by whom.
Can I share only part of my data?
Yes. You can use data restrictions when assigning roles to hide cost or revenue metrics. For more granular control, consider creating separate properties for different purposes.
How many users can I add?
There is no strict limit on the number of users you can add to a Google Analytics property. However, managing too many users can become complex.
What happens if I remove agency access?
Their access is revoked immediately. They will no longer see the property in their Analytics interface and cannot access any reports or data.
Does granting access cost money?
No. Adding users to Google Analytics is free. There are no additional charges for sharing access with agencies or team members.
Conclusion
Granting agency access to your Google Analytics property is essential for collaborative, data-driven marketing. By assigning appropriate roles, you enable your agency to analyse performance, build reports, and optimise campaigns while maintaining control over your account.
Remember to grant the minimum necessary access level—Analyst for reporting, Marketer for campaign management, or Editor for configuration. Review your access list periodically and remove users who no longer need access.
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Ready to unlock the power of your data? Contact Core Operative AI today to discuss how we can help you make better marketing decisions through analytics.
Last updated: February 2026