Google Analytics allows you to assign specific permissions to users who are using your Google Analytics account. This lets the account owner keep a tight grip on how people can access your website's data and what they can do with it, whether it's adding events or dashboards to assist with analytics analysis. This leads to the question: how do you add Google Analytics User Permissions and who should you be providing access to? Luckily this post will walk through how to add a user to your Google Analytics account and what the different permissions allow users to do with their Google Analytics access.
The first step in the process is to sign into your Google Analytics account and choose the site that you want to grant access. Then you’ll click the Google Analytics Admin option in the bottom left-hand corner of the GA dashboard.
You’ll notice that there are user management tabs under each column, which grants three different levels of access: Account, Property and View.
1. Account access grants users the ability to add other users, websites as well as link AdWords and AdSense data.
2. Property access lets users access your GA tracking code, the retargeting code and specific settings on that specific website
3. View access grants users the ability to view reports, add content groupings and goals.
When I request access to Google Analytics accounts from my clients, I ask for Google Analytics user permissions on the account level. This allows me to have the most leeway on the account to set up new goals, dashboards, filters and other settings to deep-dive for new areas of opportunity regarding customer behavior. Being granted access on the Account level also grants Property and View-level access.
After clicking on the Google Analytics User Management under the account column, you’ll be taken to a new window showing the users that currently have account permissions. Click the blue + icon in the top right corner and select Add New Users under the dropdown menu.
Here is where you’ll add the user’s email address. Notice there are four different permission levels:
Edit Permissions allows a user to create and edit accounts, properties, views, filters and goals. Note that they cannot delete or add new users to the account.
Collaborate Permissions lets a user create and edit shared assets such as dashboards or adding annotations.
Read & Analyze Permissions are the lowest level, only granting users the ability to view reports and Google Analytics configuration data.
Manage Permissions allows a user to add and delete users alongside changing their user permissions.
I always ask to be granted Edit, Collaborate and Read & Analyze Permissions for a client’s Google Analytics account. This allows me to have as much flexibility as possible when fleshing out Google Analytics dashboards, filters and goals for their account.
After granting Google Analytics Account Access to specific permissions, click the Add Button in the top right-hand corner. Leave the Notify New Users By Email box checked; this will notify a new user when they’ve been granted GA access as an email sent to their inbox.
It's a common misconception that you need to have a gmail account to be granted access to Google Analytics. This isn't the case, although you need to have a Google Account. Here's how you can register your current email address with a new Google Account:
You may be asking yourself, in what situations should be granting the right level of GA access? It largely depends on who is requesting access, but below are a few situations that will help define what permission levels you should be granting a user.
Inside of the Google Analytics, a best practice is to apply filters that assist in cleaning up your data, filtering out unwanted traffic and separating your data into different views. While applying filters only requires view-level access, you need to have account-level edit access to create new filters on GA.
On another note, linking any kinds of accounts to Google Analytics requires access at the property level; examples include Google AdWords and Search Console.
Only a few people need edit access, notably advanced individuals on your team who use Google Analytics daily or an agency that you’re using for digital marketing and social media campaigns.
The people who would require this level of permissions are those who don’t work as extensively with Google Analytics compared to those who need Edit Permissions but would benefit from sharing certain data with other departments.
Collaborate Permissions allow users to create custom segments or dashboards that they can share with those departments without accidentally corrupting Google Analytics data. These assets can also be edited as they’re shared, so if a dashboard’s data doesn’t look right you can go into that dashboard and make corrections to get it functioning as intended. If you’re looking for a way to spice up your reports, Google Data Studio might be worth checking out.
This permission only allows users to read data in Google Analytics, such as higher-ups who want to keep tabs on how a campaign is performing or how much traffic their website is getting. Granting this level of permissions also allows someone to create secondary dimensions or custom segments if they want to dive a little deeper into their analytics.
Like I mentioned earlier you might be wondering about the different access levels for Google Analytics permissions, ranging from Account, Property and View. Below is a breakdown of these different levels of access:
This is the most basic level, allowing users to access Google Analytics reports without being able to change anything within the account.
This is the next step up from the View Level. You may have multiple domains or websites nested within GA that you don’t want to grant a user access to; the Property Level lets users only track a single domain or website that’s associated with the property.
Account Level Access grants the most information for Google Analytics, allowing a user to view multiple domains or websites associated with that GA account. My recommendation would be to never provide someone account level access with a Manage Users Permission, which is the equivalent to giving someone full clemency to your GA account.
I hope that you found this guide to be helpful in distinguishing the different types of Google Analytics user access and in what situations to give permission, access to view dashboards adding multiple Google Analytics users. If you’re looking to get more knowledge on how to explore Google Analytics, I would highly recommend earning a Google Analytics certification or taking online courses to become more familiar with the functionality of GA. Be sure to check out my roadmap on successfully earning your Google Analytics certification and passing the Google Analytics Individual Qualification Exam!