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How to Give Your Marketing Agency Access to Your Google Analytics Account

Google Analytics is a key data source for marketers. It provides insights not only into your company’s online presence but also the marketing channels driving visitors to the site. That information is even more specific and valuable if you’re utilizing UTMs to track marketing performance on the campaign level and not just by marketing channel.

But how do you know for sure that your business has unlocked the full potential of the Google Analytics platform? Many companies do so by hiring marketing agencies to ensure everything is set up correctly and to continually monitor digital marketing and SEO performance. The agency can analyze the data, prepare monthly reports and provide continual improvement by building upon the things that are working and either revamping or eliminating things that aren’t.

To do all this, your marketing partner needs access to your account. Unfortunately, Google Analytics doesn’t allow someone to request access to the account like they would be able to with other platforms like Google Ads or Facebook Ads. Users need to be directly added, which is something marketers aren’t always sure how to do.

Luckily, the process is relatively easy and can be accomplished in just a few steps. Let’s take a step-by-step look at how to give your marketing agency access to your Google Analytics account.

1. Sign In

Sign in to your Google Analytics account at https://analytics.google.com/.

Google Analytics Sign In

2. Navigate to Account/Property/View

Click “Admin” on the lower left of the screen.

Google Analytics Admin

This will take you to the Admin panel, which is organized in 3 columns:

  • Account
  • Property
  • View

3. Choose the Level of Access

Click the “User Management” option under the level of access for which you want to give your marketing agency. A breakdown of the differences between each level is provided below the screenshot.

Google Analytics User Management Levels


Account-level access enables the user to see all websites within your account and, depending on the settings chosen when they are added, potentially add or delete websites or users from the account. Granting account-level access is typically necessary only if the agency is setting things up for multiple websites under your account or if they need high-level access to make broad changes within the account.


Most likely, property-level access is what you will need to give your marketing agency. This will enable them to complete tasks like setting up integrations and tracking for your website(s), linking your Google Analytics account to your Google Ads account and more.


As the name suggests, view-level access will only allow the user to view data, not manipulate it in any way. This level of access won’t be very useful to the marketing agency unless you are in a place in your business relationship where you only want them to be able to analyze data and provide their assessment of your website’s performance.

4. Choose Permissions, Add & Notify Users

In the “Permissions” list, click the “+” in the upper right of the screen. Then, click “Add users.”

Google Analytics Permissions List

Enter the email address of the user(s) you want to add — it must be an email account associated with a Google account. Check the “Notify new users by email” box if you want to send an alert message to them. Then, select the permissions you want them to have by checking the appropriate boxes. Finally, click “Add” in the upper right of the screen.

Google Analytics Add Permissions

For the person or people from the marketing agency to access your Google Analytics account, they’ll just need to click the link in the alert email (if you elected to send one). Otherwise, they can access your account by logging in to Google Analytics using the email you used to add them and get to the account through their Admin panel.


Pretty simple, right? Now, you can give your marketing agency access to your Google Analytics account with little trouble and collaborate to take your digital marketing efforts to new heights!

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