To add a user to Google Analytics, go to Admin, click Access Management under Account or Property, click the plus button, then Add users, enter their Google Account email address, choose a role and save. You need the Administrator role at that level to do it, and you can add as many users as you need.
Here's the catch. The level you add someone at decides what they can see. Add a user at account level and they get the same permissions on every property in that account, and you can't take those permissions away at property level later. If you only want them on one website, add them at property level.
How to add a user, step by step
- In Google Analytics, go to Admin.
- Under Account or Property, click Access Management.
- In the Account or Properties permissions list, click the plus button, then Add users.
- Enter the email address for the person's Google Account or Google Workspace account.
- Tick Notify new users by email if you want them to get a message.
- Choose a role, plus any data restrictions.
Users are identified by email address, and you can only add an address that's registered as a Google account. That email and its password become their Analytics login. If you're still moving across from Universal Analytics, Google points you to the migration tool to copy users over to your new property.
The five roles in Google Analytics
Google Analytics has five roles and two data restrictions, as of October 2026. Administrator includes everything an Editor can do, Editor and Marketer both include the Analyst role, and Analyst includes Viewer.
| Role | What they can do | Old name |
|---|---|---|
| Administrator | Full control, including adding and deleting users and assigning any role or data restriction | Manage Users |
| Editor | Full control of settings at property level; can view users but can't manage them | Edit |
| Marketer | Create, edit and delete audiences, events and key events, import key events into Google Ads, and edit attribution settings | None listed |
| Analyst | Share explorations with other users of the property | Collaborate |
| Viewer | See settings and data, change what appears in reports, and create their own explorations | Read & Analyze |
| None | No role for this resource, though they may have one elsewhere | None |
The Marketer role is the one people forget. If you want someone to build audiences or send key events to Google Ads without touching every property setting, Marketer gives them exactly that.
Hiding cost and revenue data
On top of a role, you can apply two data restrictions: No Cost Metrics and No Revenue Metrics. They're handy for freelancers or partners who need traffic data but shouldn't see what you spend or earn. Restricted metrics are hidden in reports, explorations, audiences, insights and alerts, and anywhere they would show, the user sees 0 instead.
There are a few quirks worth knowing. Restricted users can still add those metrics to a custom report or exploration, but they can't see the values. They can build audiences on restricted metrics but can't see the audience count or use that audience as a filter. And the restrictions also apply through the Analytics API, not just the interface.
How inherited permissions work
Roles flow down from account to property, and a user's effective permission is the most permissive role they hold. So if someone's an Editor at account level, they're an Editor on every property in it, even if you've given them a lower role on one property.
You can give more permissions lower down, but never fewer. The same goes for restrictions: you can add one at property level, but you can't remove one that's inherited. If a user has No Cost Metrics at account level, they won't see cost data on any property, though you could still add No Revenue Metrics to one property on top.
Editing and removing users
To change someone's access, search the user list with a full or partial email address, click their name and add or remove permissions. To see who has which role, search for a name or sort by the role column.
Deleting works differently. You need the Administrator role at account level, and you can only delete users at account level. Any user with permission can delete any other user, but as a safety measure, if you're the last Administrator, you can't delete yourself. Remove a user from a source property and they're removed from its subproperties too.
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User groups and linked Google Ads users
For teams, you can create user groups with a set of permissions, as long as your Analytics account belongs to an organisation; Analytics walks you through creating one when you set up your first group. A group gets permissions for the level where you create it, and you can add it to other levels later.
When you link a Google Ads account to a property, its users are given Analytics roles automatically, grouped by their Google Ads access level: administrator, standard, read-only, billing and email-only. To create Analytics audiences from inside Google Ads, those linked users need to be an Administrator, Editor or Marketer on the property, and an Analytics Administrator can change their roles in Admin under Google Ads Links.
My verdict on adding users
I'd add most people at property level, give the lowest role that does the job, and use the cost and revenue restrictions for anyone outside the business. Keep at least two Administrators so you're never locked out. If you're handing the whole account to someone, that's a different job, so read up on transferring an account safely first, and if the property's brand new, run through this GA4 setup checklist.
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Frequently asked questions
What role do I need to add a user to Google Analytics?
You need the Administrator role at the account or property level you're adding them to.
How many users can I add to Google Analytics?
Google says you can add as many users as you need.
Can I add a non-Gmail address to Google Analytics?
Only if it's registered as a Google account. You can add a Google Account or Google Workspace account email address.
What are the Google Analytics user roles?
Administrator, Editor, Marketer, Analyst and Viewer, plus None, along with two data restrictions: No Cost Metrics and No Revenue Metrics.
Can I delete myself from Google Analytics?
Not if you're the last user with the Administrator role. Google blocks it as a safety measure.
