How to add your Digital Marketing Agency to Google Analytics

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Adding Users to Google Analytics

Add your digital marketing agency to Google Analytics easily by following this blog article. Most companies that come to us with an existing website usually already have a Google Analytics account with lots of data collected over the lifetime of their website. It’s important not to lose this data from a digital marketing standpoint, so it may be best to let a Google Analytics expert like BriscoWeb handle the implementation of GA on your new website.

The good news though is Google understands most businesses don’t have the time or training to properly implement Google Analytics, so they’ve made it really easy to add users & manage permissions so that you as the business owner can retain full control of your data. Various people on your company’s team may need access to your website Analytics data like a sales manager or even a third-party marketing agency. Chances are as a business owner your setting your GA up one time, & letting your website hosting company handle the code & permissions.

So here is a basic guide for business owners looking to delegate access to their web hosting company and/or digital marketing agency. Following these steps will add your Digital Marketing Agency to Google Analytics, as well as any other users you may want to add.

Steps For Adding New Users

  1. Login to Google Analytics
  2. On the side menu on the left-hand of your GA dashboard, there is a tab at the bottom that says Admin.
  3. Once you have clicked on the Admin button, you will be presented with three columns titled Account, Property, & View. Depending on which level of access you want to grant the user, you can click on the Access Management button under the respective column.
  4. In the Account Permissions list, click +, then click Add users.
  5. Enter the email address for the user’s Google account. Be sure to select the “email new user” option, then click Add.

Now the users that you would like to view your Google Analytics will be able to accept & view your data, based on the permissions given in the steps above.

A Little About The Google Analytics Account Structure

A GA account is organized into several levels: accounts, properties, and reporting views. GA lets you have multiple accounts. Each account can have multiple properties & each property can have many different views.

You can add users at the account, property, or view level. The level at which you add a user determines that user’s initial access. For example, if you add a user at the account level, then that user also has access to all the properties and views in the account, with the same set of permissions. If you add a user at the view level, then the user has access to only that view with the permissions you provide. You can change the level of access and permissions for a user at any time.

Users can be granted & revoked different levels of access within each level of the Google Analytics account. Using the edit users function can help you manage these levels of access as you see fit.

Hierarchy of Accounts, Users, Properties, & Views

An account is your access point for Google Analytics. One or more GA accounts can belong to an organization, but you need at least one GA account to have access to Google Analytics. This will also allow you to create & identify the properties you want to track. How you manage the relationship between accounts & properties is up to you.

A property can be a website, mobile application, or device. An account can contain one or more properties in one Google Analytics account. You can add the properties from which you want to collect data. When a property is added to an account, GA will generate a tracking code that you will put on your website to collect data from that property. GA will create one unfiltered view for each property that is added.

view is your access point for reports; a defined view of data from a property. You give users access to a view so they can see the reports based on that view’s data. A property can contain one or more views.

A Brief Discussion on Permission Levels

There are two types of permissions in Google Analytics. Effective permissions are the roles & data restrictions that a member is assigned via other resources (like the organization, a user group, or an account that includes the current property) plus all the direct permissions assigned explicitly for the current resource.

Direct permissions are role & data restrictions that a member is assigned explicitly for the current resource (e.g., organization, account, property).

Four roles and two data restrictions are available. These vary by whether using GA4 or Universal Analytics. More information on permissions can be found in the Google Help section.


As Google Analytics experts, we can get long-winded writing about these kinds of things, so we hope this article has been informative & concise enough to help. Working with a Google expert like BriscoWeb though will make this process easy, as there’s always the screen share option with us.

For those reading this article that aren’t BriscoWeb clients, we hope this article was helpful. We know some businesses may be able to perform this task in-house, so we want to have information for those customers as well.

If you like this blog post, be sure to follow the BriscoWeb Digital Marketing Blog. We also post updates on our social media so like & follow us on there. Thanks for reading & reach out to us if you need help with your Google Analytics or need to know how to add your digital marketing agency to Google Analytics.

Brad Basinger

Brad Basinger

Digital Marketing Manager at BriscoWeb.SEO Expert Digital Marketing Technologist Google Ads Expert Google Analytics Expert Facebook Ads Expert Content Strategist

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