In my entire marketing career, I’ve never found it this challenging – yet exciting – to do business online. The competition for clients’ attention is fierce, and the widespread use of AI has raised the bar even higher. So, if you want to find out what works for your brand – content, paid ads, or social media activities – you must track all your actions. 

Google Analytics is the foundation of online performance analysis, so if you don’t use it regularly, now’s the time to change this! More than one person in your company —and potentially your external partners—will likely need access to your Google Analytics account.

But how do you request access to Google Analytics or grant user access to Google Analytics for your team members, partners, or agency? We’ll break it down for you here, along with a quick hack (hint: Leadsie) that makes it easier than ever to request access or give your partners access to your Google Analytics.

Prefer a video? 🤩 👇👇

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What Are the Different Google Analytics Permissions?

When you add someone to your Google Analytics account, you can choose between the following permissions: 

• Administrator: Administrators have full control not only over Google Analytics functions, but can also give access to Google Analytics and decide on the level of other users’ permissions. While I generally recommend granting this permission level sparingly, there are a few people who might need to be an admin to complete their work. These could include your company’s marketing and SEO team leaders, website managers, as well as trusted external partners (e.g., your paid ads agency running your campaigns).
• Editor: Editors have broad permissions to manage settings or configure properties. However, unlike Administrators, they don’t have the right to manage other Google Analytics users. This permission type is a good fit for marketing team members, like SEO or digital marketing specialists, as well as data team members who need to set up custom reports.
• Marketer: Marketers can view and analyze data, create custom reports, and set up audiences but cannot modify tracking settings or manage users. Marketer access is suitable for those who need to analyze campaign performance and optimize marketing efforts but don’t require full administrative control.
• Viewer: Viewers have read-only access, meaning they can view reports and data but can’t make any changes. It’s best for those who need to analyze data but don’t need to make changes, like SEO specialists, content creators, etc.
• Analyst: Unlike Viewers, Analysts can create, modify, and share reports but can’t edit account settings or manage users. This type of permission is ideal for team members who need to dive deeper into data and create reports but don’t need to change account settings or tracking configurations.

Learn more about permission levels (role and data restrictions) in GA4 here.

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What's the Difference Between Account Access Management and Property Access Management? 

In GA4 (the most recent version of Google Analytics), when you give access to another user, you will be able to select from Account Access Management and Property Access Management.

But what's the difference between the two permission levels?

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Account Access Management

This is the highest level of permission you can grant. Giving new users account-level access means they can:

• Manage users – add, remove, or modify permissions for others.
• Edit account settings – configure data-sharing settings, linking with Google Ads, and more.
• Modify tracking configurations – adjust data streams, filters, and property settings.
• View and analyze all data across all connected properties.

Because this level of access grants full control over the entire account, I strongly recommend:

• Granting it only to trusted team members (e.g., senior analysts, admins, or agency leads).
• Using the principle of least privilege – only give the lowest necessary access.
• Reviewing user access regularly to prevent unauthorized changes.

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Property Access Management

Property access management is about controlling user permissions at the property level. Those who have this permission type can decide who can view and manage data for a specific website or app. It lets you:

• Assign roles like Viewer, Analyst, Editor, or Administrator for individual properties. 
• Control who can manage and analyze data for a particular website or app.
• Set up reporting, tracking, and configuration settings for individual properties.

As this user management level relates to one specific property, I recommend:

• Assigning it to employees and/or external partners who need access to detailed information. These can include data analysts, marketing specialists, and digital marketing agencies.
• Updating permission levels regularly to ensure only crucial users have access to configuration settings.

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How to Give Access to Your Google Analytics Account via the GA Dashboard

To give a new user access to your Google Analytics, you need to make sure you are an admin of the account first. Once that's confirmed, here’s how to grant access to someone else via your Google Analytics dashboard: 

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Step 1. Login to your Google Analytics account

Step 2. Click on "Admin" in the bottom left-hand corner

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Step 3. Click "Account Access Management" or "Property Access Management" depending on the level of permission you want to grant (see above for explanation on the difference)

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Step 4. Click the “+” symbol in the top right corner and select "Add Users".You can then select the permissions you want to give that new user. Their role can be Analytics administrator, editor, analyst or viewer: ‍

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Step 5. Enter the email address of the user you want to add. Select the permissions (role) you want to give that new user.

Step 6. Now decide if you want to add data restrictions (seen at the bottom of the screen).

For example, you could choose to hide your company’s “cost metrics” or “revenue metrics” from each user’s Google Analytics view. In my opinion, it’s a very important feature, as it can help protect your company’s sensitive data. Just bear in mind that some users you create here may not be affected by these restrictions if their Analytics permissions are granted through linked Google products, where they might have different permission settings

Step 7. Once you’ve selected the user type and added restrictions (if any), click "Add" in the top right hand corner.

The person you want to give access to will receive an email with a link they can click on.

The user will need to log in to their Google Account and should then have immediate access to the permissions you granted them. 

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How to Remove a User From Google Analytics

If you want to remove someone from your Google Analytics account, you can follow Steps 1 to 3 above.

Under "Account Access Management" or "Property Access Management" you will see a list of people who have access to your account and the permissions they own. To remove them or change their permissions: 

Step 1. Click the 3 dots on the right next to their name.

Step 2. Click "Remove access", and that's it!

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How to Change User Permissions in Google Analytics

1. Follow the same steps as above

2. Instead of clicking Remove access, click "View user's account details"

3. Choose the new role you want the user to have

4. Click "Save"

The user will receive a notification that their permissions have been updated.

🔗 Related article: What's the Difference Between Google Search Console & Google Analytics?‍

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How to Request Access to a Google Analytics Account

There isn’t a way to request access to your clients’ Google Analytics accounts via Google Analytics directly.

If your clients send you a report or data via their GA account, you can click on "Request Access" via the email you receive. They can grant you access to view that page data using the process outlined above.

BUT their full Google Analytics dashboard will remain inaccessible to you.

Your client needs to figure out how to give you access, which email account you use, which accounts and which permissions to give you access to. This wastes a bunch of time with onboarding a new client. 

Leadsie solves this dilemma. You send your client a Leadsie request access link, which they use to log into their Google account. Once they log in, they can grant you the access you require to manage their account in just a couple of clicks.

Not only that, but you can also use Leadsie to send your client an access request for Google Ads, Google Tag Manager, Google My Business and Facebook assets, all with the same link. ‍

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How to Check If You Already Have Access

If you’re unable to access a client’s Google Analytics account, it might be due to a few simple issues. Sometimes, users don’t realize they’ve already been added but can’t find the account. 

To check, go to Admin > Account Access Management in your Google Analytics account. This will show if you’ve been granted access but may have missed the notification.

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What to Do If You Can't Get Access to your client's GA4

If your client is having trouble granting access, here are a few troubleshooting tips:

• Check if the email is a Google account – only Google accounts can be added.
• Ensure they have admin rights – only admins can grant access.
• Try a different browser – sometimes browser settings or extensions can interfere.

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How to Request Access to Google Analytics Using Leadsie

Are you looking to get quick access to your client's Google Analytics Account and eliminate all the back and forth of trying to get admin rights?

The easiest way is with Leadsie.

With Leadsie, getting access to a client's GA takes just a few clicks without the need for them to navigate through Google Analytics directly. You can even do it from your mobile device.

To get access to Google Analytics using Leadsie, enter your email below and get an unlimited 14 day free trial. 🤘

You can also use your Leadsie account to request access to your client's other marketing assets like Facebook, Instagram and TikTok too.

Here's to eliminating the onboarding headache forever. 🙌

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