How to Add Multiple Users and Manage Permissions in GA4

As soon as more than one person touches your website, your Google Analytics 4 property stops being a one-person tool. Developers need to verify tracking, marketers need to build reports, and agencies need enough access to do their job without being able to delete your property by accident. Getting user management right in GA4 protects your data while still letting the right people do their work.

In this guide, we'll walk through GA4's permission model, how to add and remove users at every level, and the mistakes that most commonly cause access headaches.

Understanding GA4's Access Levels

GA4 permissions are assigned at three levels, and access granted at a higher level cascades down:

• Account level — the top of the hierarchy. Access here applies to every property under that account.
• Property level — access to one specific GA4 property (one website or app).
• Data stream level — rarely used for permissions directly, but worth knowing it exists underneath properties.

Within each level, GA4 offers four roles:

1. Administrator — full control, including adding/removing users, changing settings, and managing data streams.
2. Editor — can create and edit almost everything (audiences, conversions, custom dimensions) but cannot manage users or delete the property.
3. Analyst — can create and edit shared assets like annotations, segments, and reports, but can't touch account-level settings.
4. Viewer — read-only access to reports and data.

There are also two data-specific permissions that layer on top of a role:

• No cost metrics — hides cost-related data (ad spend, ROAS) from a user who otherwise has Analyst or Editor access.
• No revenue metrics — hides revenue and transaction values.

These are useful when you want a freelance analyst to see traffic and engagement data without seeing what the business is actually making.

Adding a User at the Property Level

Most day-to-day access should be granted at the property level rather than the account level, since it limits blast radius if a mistake happens.

1. Sign in to Google Analytics with an account that has Administrator access.
2. Click Admin (the gear icon in the bottom-left corner).
3. Under the Property column, click Property Access Management.
4. Click the blue + button in the top-right corner, then Add users.
5. Enter the person's Google account email address.
6. Choose a role (Administrator, Editor, Analyst, or Viewer) and, optionally, toggle off cost or revenue data.
7. Click Add.

The person will get an email notification and the property will appear in their Google Analytics account the next time they sign in — no invitation link to click, no separate password to manage.

Adding a User at the Account Level

If someone genuinely needs to manage every property under your account (for example, an internal analytics lead who oversees multiple sites), grant access at the account level instead:

1. Go to Admin.
2. Under the Account column, click Account Access Management.
3. Click + then Add users, enter their email, and assign a role.

Be conservative here. Account-level Administrator access lets someone create and delete properties, add and remove other users, and change billing-adjacent settings like data-sharing preferences.

Removing or Changing a User's Access

To adjust someone's access:

1. Go to Property Access Management (or Account Access Management).
2. Find the user in the list.
3. Click the three-dot menu next to their name.
4. Choose Edit permissions to change their role, or Remove access to revoke it entirely.

Removed users lose access immediately — there's no grace period, so double-check before confirming.

Automating Access with the GA4 Admin API

If you're managing access across dozens of properties (common for agencies), doing this by hand in the UI doesn't scale. The Google Analytics Admin API lets you grant access programmatically.

Install the client library:

npm install @google-analytics/admin

Then grant a user Viewer access to a property:

const { AnalyticsAdminServiceClient } = require("@google-analytics/admin");

const client = new AnalyticsAdminServiceClient();

async function grantViewerAccess(propertyId, userEmail) {
  const [accessBinding] = await client.createAccessBinding({
    parent: `properties/${propertyId}`,
    accessBinding: {
      user: `emailAddress:${userEmail}`,
      roles: ["predefinedRoles/viewer"],
    },
  });

  console.log(`Granted access: ${accessBinding.name}`);
}

grantViewerAccess("123456789", "teammate@example.com");

This is especially handy paired with a script that loops over a list of property IDs, so a new hire can be granted read access to every client property in one run instead of dozens of manual clicks.

Best Practices for Managing GA4 Users

• Grant the minimum role needed. Most stakeholders only need Viewer or Analyst access — reserve Editor and Administrator for people who actively configure the property.
• Use property-level access by default. Only escalate to account-level when someone genuinely manages multiple properties.
• Audit access quarterly. Former employees and agencies you no longer work with are a common source of unnecessary access — a simple recurring calendar reminder to review the user list goes a long way.
• Hide revenue data for external analysts if they don't need it, using the "No revenue metrics" toggle.
• Use Google Groups where possible. GA4 supports adding a Google Group email instead of individual users, which makes onboarding/offboarding a matter of updating group membership rather than the property directly.

FAQ about How to Add Multiple Users and Manage Permissions in GA4

Can I give someone access without them having a Google account?

No. GA4 access is tied to a Google account (personal Gmail or Google Workspace), since permissions are managed through Google's identity system.

What's the difference between Editor and Analyst roles?

Editor can modify almost everything in the property, including data streams and conversion events, but not user management or property deletion. Analyst can create and share resources like segments and reports but can't change tracking configuration.

Can I limit a user to just one report instead of the whole property?

Not directly through roles — GA4 permissions apply property-wide. If you need to share a narrower view, export or share a specific Looker Studio report built from that property's data instead.

Does removing a user delete their saved reports?

Custom reports and explorations they created remain part of the property; only their access to view or edit is revoked.

How many users can I add to a GA4 property?

There's no published hard limit for typical use, but very large user lists (hundreds of accounts) are usually better managed with Google Groups or the Admin API.

Can agency staff see billing information through GA4 access?

No — GA4 property or account access doesn't expose Google Ads billing details. That's managed separately in Google Ads or Google Marketing Platform.

Conclusion

Getting Google Analytics permissions right isn't just an admin chore — it's how you keep your data trustworthy as your team grows. Grant access at the right level, keep roles as narrow as the job requires, and revisit the user list regularly. Whether you manage one site or fifty client properties through the Admin API, a clean permission structure keeps your website analytics both secure and genuinely useful to the people who need it.