How to invite someone as admin in Google Analytics 4 (GA4)

GA4 is where the post-click story lives: how visitors behave once they land, where they convert, where they drop. To act on that, partners and agencies need access. Here is how to give it without handing over the keys to your account.

Before you start

• You need Administrator rights on the GA4 account or property
• Decide on scope: account-level (covers all properties) or property-level (just one site)
• Decide on role: Editor, Marketer, Analyst or Viewer

Step-by-step

1. Go to analytics.google.com and pick the right account / property
2. Click the cog icon (bottom-left) to open Admin
3. For account-wide access: click Account access management. For one-property access: click Property access management
4. Click the blue + in the top-right → Add users
5. Enter the email address
6. Pick the role (see below). Untick Notify new users by email if you do not need the welcome mail
7. Click Add

GA4 roles explained

• Administrator: full control including user management. Avoid for partners.
• Editor: can edit settings, create events, conversions, audiences. Recommended for agencies and Proofn.
• Marketer: can edit audiences, conversions, attribution settings — but no settings access.
• Analyst: can create comparisons and segments. Read + light analysis.
• Viewer: read-only on reports.

Data restrictions

You can also restrict cost data and revenue data per user under the same screen. Tick those if you do not want the partner to see ad spend or revenue numbers.

Removing someone later

Same screen — Account or Property access management → click the user → Remove user. Access is revoked immediately, no grace period.