Google Analytics 4: how to add users
GA4: add users only as Administrator. Account covers every property, property covers one. Editor for the agency, Administrator stays with you.
Google Analytics 4: you can add users only with the Administrator role, at account or property level. Account access covers every property under that account. Property access covers that one property. The address must be a Google account.
Open GA4: https://analytics.google.com/. Pick the right account and property at the top.
1. Admin, gear at the bottom left
Bottom left, click Admin.
2. Access Management, account or property
Two doors, almost the same click:
- Account Access Management: the same role on every property in the account.
- Property Access Management: only this site or app.
For an agency on one site: property. For someone who should see the whole shop: account. The screenshot below is Account Access Management.
3. Plus, then Add users
Top right, the plus, then Add users.
4. Email, role, Add
Google account email. Tick a role. Optional: Notify new users by email. Top right, Add.
Which role to grant
| Role | What they can do | Who |
|---|---|---|
| Administrator | Manage users, everything. Can remove you. | You, plus one more person in the house. Not the agency. |
| Editor | Settings, events, links. No user management. | Marketing that actually builds. |
| Marketer | Audiences, conversions, some edits. | Campaigns, without rebuilding the account. |
| Analyst | Create explorations, read data. | Reporting that goes deeper than the default reports. |
| Viewer | Read. | Executives, freelancers who only look. |
You can also hide cost and revenue numbers (data restrictions). For an agency on one property: Editor or Marketer, not Administrator.
Fact table
| Claim | Basket | From where |
|---|---|---|
| Adding users requires Administrator at that same level (account or property) | Fact | Google Analytics Help: Add, edit, and delete Analytics users and user groups. |
| Account access inherits to all properties, property access stays local | Fact | Same help page. |
| Google accounts only, no cap on user count | Fact | Same help page. |
| The five standard roles are Administrator, Editor, Marketer, Analyst, Viewer | Fact | Google Analytics Help on roles and permissions, as the help stood in 2026. |
Source: Google Analytics Help: Add, edit, and delete Analytics users and user groups.
