If you’ve brought on an SEO agency or marketing consultant to help grow your business, one of the first things they’ll need is access to your Google Analytics account. Google Analytics is where you can see how many people are visiting your website, where they’re coming from, what pages they’re reading, and whether they’re taking action — like calling your business or filling out a contact form.
Rather than sharing your personal Google login, Google Analytics has a built-in user management system that lets you invite specific people with defined roles. In the video below, we walk you through the exact steps.
Why Your SEO Agency Needs Google Analytics Access
Google Analytics gives your marketing team a complete picture of how visitors are interacting with your website. Without it, they’re missing critical data. With access, they can:
- See how much traffic your website is receiving and where it’s coming from
- Identify which pages are driving conversions and which are underperforming
- Track the results of SEO and advertising campaigns over time
- Understand user behavior — how long people stay, what they click, and where they drop off
- Set up and monitor goals and conversion tracking
Access to this data is essential for making informed decisions and demonstrating the ROI of your marketing investment.
Understanding Google Analytics Access Levels
Before inviting someone, it helps to understand how Google Analytics organizes access. There are two levels where you can assign users:
- Account level – Grants access to all properties under your account. Use this only for trusted partners who need visibility across multiple websites.
- Property level – Grants access to a single website’s data. This is the most common and appropriate level for agencies and consultants.
Within each level, you can assign one of the following roles:
- Viewer – Can see reports and data but cannot make any changes. Good for stakeholders who need visibility without the ability to modify anything.
- Analyst – Can view data and create personal assets like saved reports and annotations, but cannot change account settings.
- Editor – Can view and edit property settings, configure goals, and manage most aspects of the account. This is the level most SEO agencies will need.
- Admin – Full control including user management. Reserve this for only the most trusted partners.
For a working SEO or marketing partner, Editor access at the Property level is typically the right choice.
How to Grant Access to Google Analytics
Follow these steps to add a user to your Google Analytics 4 property:
- Go to Google Analytics at analytics.google.com and make sure you’re logged in with the Google account that owns your property.
- Click the gear icon in the bottom left corner to open the Admin panel.
- Choose the correct level — under the “Account” column for account-wide access, or under the “Property” column for a single website. Click “Account Access Management” or “Property Access Management” accordingly.
- Click the blue “+” button in the upper right corner and select “Add users.”
- Enter the email address of the person you want to invite. This must be a Google account email.
- Select their role — Viewer, Analyst, Editor, or Admin.
- Click “Add” in the upper right corner to complete the invitation.
The person will receive an email notification and will have access to your Google Analytics property right away. There is no invitation link to accept — access is granted immediately once you click Add.
How to Remove Access Later
If you ever need to remove someone’s access — for example, if you change marketing partners — go back to Account or Property Access Management, find the user, click the three-dot menu next to their name, and select “Remove access.” Their access is revoked immediately.
Need a Team to Put Your Analytics Data to Work?
Having access to Google Analytics data is one thing — knowing what to do with it is another. The Raleigh SEO Company has been helping businesses grow their online presence for over 25 years. We know how to read the data, identify opportunities, and build a strategy that turns website traffic into real leads and revenue.
We offer full-service SEO and digital marketing as part of a flat-fee monthly retainer — no contracts, no surprises, just transparent work with measurable results.
Contact us today for a free consultation and let’s see what your Analytics data is telling us.
