Adding users to Google Analytics and Tag Manager lets you share access safely with your team or agency partners. It’s a must for measuring and reporting on digital marketing campaigns. If you don’t have these two accounts yet, see how to add Google Analytics to your website or how to add Google Tag Manager to your website. If you need to walk someone else through it, just send them this article, since every step comes with a screenshot.
Google Analytics user permissions
Google Analytics 4 manages access with roles. You can assign a role at the Account level or the Property level. A role assigned at the account level applies to every property in that account, and if you give someone a higher role on a specific property, the higher role wins for that property.
Note: We usually add users at the Property level with the Analyst role (for people who only need to view data and build reports) or the Editor role (for people who need to configure the property). Don’t give the Administrator role or account level access to someone who doesn’t need that responsibility, because an Administrator can remove your own access.
Roles
I summarized this list from Google Analytics Help, ordered from the most to the least powerful:
- Administrator: full control of Analytics, including managing users (adding and removing users, assigning any role or data restriction).
- Editor: full control of property settings, but can’t manage users.
- Marketer: can create and edit audiences, events, key events and attribution settings, plus everything an Analyst can do. A good fit for your ads team.
- Analyst: can create explorations and share them with other users of the property, plus everything a Viewer can do.
- Viewer: can see data and settings and customize how reports are displayed. This is the safest level.
- None: the user has no role on that account or property.
Data restrictions
On top of a role, you can add two data restrictions: No Cost Metrics and No Revenue Metrics. They come in handy when you let an agency or partner see your reports but don’t want to reveal revenue or ad spend. A restriction set at the account level can’t be removed at the property level; you can only add more.
Google Tag Manager user permissions
In Google Tag Manager, Account level and Container level permissions are separate. The account level is only used to manage users and doesn’t include container permissions.
Note: We usually add users at the Container level with the Publish permission. Don’t grant Administrator to anyone who doesn’t need that responsibility.
Account level
- Administrator: manages users at both the account and container levels, but doesn’t include container permissions.
- User: can only view the account’s information and receive container level permissions.
Container level
- Read: can only view the container’s settings.
- Edit (includes Read): can configure tags, triggers and variables, but changes must be submitted for review by someone with higher permissions.
- Approve (includes Read and Edit): can create versions and approve changes, but can’t publish.
- Publish (includes Read, Edit and Approve): the highest container level permission. Configurations only take effect after they’re published, so this is the permission you should give your staff and agencies so they can configure and publish for you.
Instructions for adding users to Google Analytics
Google has redesigned the Analytics Admin screen a few times since I took the screenshots for this article, so buttons may sit in slightly different places. The steps are still the same, and the menu names below follow the current interface (10/2026).
Granting user permissions at the account level
Step 1: Go to analytics.google.com and click Admin (the gear icon) at the bottom left. Select the right account, then under the account settings click Account access management.
Step 2: The list of account level users appears. Click the plus button and select Add users.
Step 3: Enter the user’s Gmail address and tick Notify new users by email if you want them to get a notification. In the roles section, choose a role and any data restrictions you need, then click the Add button at the top, and you’re done.
Granting user permissions at the property level
Step 1: Open your Google Analytics account and click Admin at the bottom left. Select the right property, then under the property settings click Property access management.
Step 2: The list of property level users appears. Click the plus button and select Add users.
Step 3: Enter the user’s Gmail address and choose a property level role that fits, for example Analyst for someone who builds reports or Marketer for your ads team. Then click the Add button at the top, and you’re done.
The user will receive a notification email like the one below. There’s nothing to confirm; they just need to open Google Analytics to see the account or property they now have access to.
Edit Google Analytics permissions
Step 1: Go to Admin and open the access management page at the account or property level, as described above. Edit the user at the level where they were added.
Step 2: Click the name of the user you want to edit (you can type their email in the search box to find them faster) to open their permissions.
Step 3: Pick a different role or turn data restrictions on or off, then click Save.
Note: At the property level, you can’t give a user a lower role than the one they already have at the account level. To downgrade someone, change their account level role first.
Remove users from Google Analytics
Step 1: To remove a user from Google Analytics, go to Admin and open the access management page at the account or property level, depending on where the user was added.
Step 2: Click the menu button (three dots) next to the user and select Remove access. To remove several users at once, tick the checkboxes next to their names and click the remove button above the list.
Step 3: Click Remove in the confirmation window to finish.
Instructions for adding users to Google Tag Manager
Granting user permissions at the account level
Step 1: Go to tagmanager.google.com, click the menu button on the right side of the account and select User Management.
Step 2: Click the plus button and select Add users.
Step 3: Enter the user’s Gmail address and choose the account level permissions (the red area in the image). Administrator is the highest and can remove you from the account. The blue area is for container level permissions. You can set them for each container individually or click Set all to apply them to every container at once.
If you click the blue area to set container level permissions, you should select all permissions.
Granting user permissions at the container level
Step 1: Open your Google Tag Manager account, click the menu button of the container you want to share and select User Management.
Step 2: Click the plus button and select Add users.
Step 3: Enter the user’s Gmail address, select all permissions, then click the Invite button.
After you send the invite, the user’s status will show as Invitation pending, and Google will email them asking them to accept. The steps to accept are right below.
Confirm email invitation
Step 1: To accept access to the Google Tag Manager container, the invited person can go straight to Google Tag Manager, or open the email from Google and click the Open invitation in Google Tag Manager button.
Step 2: Click the Invitations section to see pending invitations.
Step 3: Click the Accept button to finish, then reload Google Tag Manager and you’ll see the account or container you’ve been given access to.
Edit Google Tag Manager permissions
Step 1: Open your Google Tag Manager account and go to User Management. The steps differ slightly depending on whether the user was added at the account level or the container level.
Step 2: Click the menu button next to the user you want to edit and select the option to view their permission details.
Step 3: Click the area with the pencil icon to edit the user’s permissions.
Step 4: Update the user’s permissions. The blue area at the top is for account level permissions. The red area below is for container level permissions. You can open each container, or click the line to see all containers and edit them all at once.
When you edit a container, you’ll see the following options.
Remove users from Google Tag Manager
Step 1: To remove a user from Google Tag Manager, open the account and go to User Management. The steps differ slightly depending on whether the user was added at the account level or the container level.
Step 2: Click the menu button next to the user you want to remove and select Remove access.
Step 3: Click Remove in the confirmation window to finish.
Conclusion
Remember that the Administrator permission in Google Tag Manager and the Administrator role in Google Analytics are the two highest permissions, and either one can remove you from your own account. Only give them to people whose role really requires it. The other permissions are fine to share more freely.
If anything is still unclear, leave a comment below and I’ll answer or help where I can.
