Google Analytics 4: adding users — how it works

The same rule applies in Google Analytics 4: passwords are never shared. Access is granted per person and with the appropriate role. Here is how to add someone to your GA4 property:

Step 1: open Analytics

Sign in at analytics.google.com and choose the Admin cog at the bottom left.

Step 2: open access management

You can grant access at two levels:

• Account Access Management: applies to every property in the account
• Property Access Management: applies only to that one property

When in doubt, property level is enough.

Step 3: add the user

Click the plus icon at the top right → Add users and enter the email address.

Step 4: choose the role

• Viewer: may view reports
• Analyst: may additionally create explorations and annotations
• Editor: may change the property settings (usual for agencies)
• Administrator: may additionally manage users — grant sparingly

Confirm with Add. The person receives a notification automatically.

A common pitfall

If the person cannot see the property, they are usually signed in with the wrong Google account. Check the account at the top right and switch if needed.

Tip: The Analytics account should always belong to the business, not the agency. If an agency sets up “your” Analytics inside their own account, you lose all of your data when you switch.