Manage Account Access and Settings

Objective

To grant, modify, or revoke user access in Google Analytics 4 (GA4), manage account/property settings, configure data stream preferences, and maintain data governance using the Admin interface.

Overview

In this SOP, you’ll learn how to:

1. Add and manage users and roles
2. Configure data settings, retention, and restrictions
3. Modify or delete properties and data streams
4. Track changes via account history
5. Use the Admin menu for deeper account management

Step 1: Understand the Admin Menu in GA4

The Admin menu in GA4 is where you manage:

• Users and permissions
• Accounts, Properties, and Data Streams
• Advanced tools like:
  • Custom dimensions & metrics
  • Audiences
  • Data settings and retention
  • Deletion recovery (Trash Can)

You can access the Admin panel by clicking the gear icon (⚙️) in the lower-left corner of your GA4 property.

Step 2: Add or Remove Users

To grant access to colleagues or team members:

1. In the Admin menu, under the Account or Property column, click Account Access Management

2. On the screen below, you can view who has access to your account and the level of permission they have. 

To add a user: Click the + button (top right) → Add Users

3. Enter the user’s Google email address
4. Select one or more Roles (see description of each role below)
5. Optionally, apply Data Restrictions (e.g., hide cost or revenue data)

6. Click Add

Note: You can grant access at either the Account or Property level. Roles are inherited downward.

User Roles and Permissions

Each role builds upon the permissions of the ones below it:

Role	Permissions
Administrator	Full control of account + user management
Editor	Edit account settings and assets; cannot manage users
Marketer	Create/edit audiences, conversions, events, attribution models
Analyst	Create/edit shared reports and explorations
Viewer	View reports and data; can apply comparisons but not save changes
None	No access unless granted through another property or account

Example: If Jason gives his head buyer the “Analyst” role, they can explore reports but cannot change tags or settings.

Apply Data Restrictions (Optional)

When adding or editing a user, you can restrict access to:

• Cost metrics (e.g., ad spend from Google Ads or other platforms)
• Revenue metrics (e.g., transaction value, ecommerce revenue)

These restrictions are ideal when dealing with business-sensitive information or external collaborators.

Leave these unchecked for team members who need full reporting visibility.

Step 3: Edit or Remove Users

To manage existing access:

1. Go to Access Management
2. Click the 3-dot menu beside a user’s name
3. Choose Edit roles or Remove user

Only Administrators can manage user permissions.

Step 4: Configure Key Account & Property Settings

Within the Admin panel, you can:

Edit Property Settings:

• Time zone and currency
• Property name
• Linking to Google Ads or BigQuery

Edit Data Stream Settings:

• Modify web/app stream configurations
• Enable or disable Enhanced Measurement
• Configure tag settings

Edit Data Collection Settings:

• Navigate to Admin → Property → Data Settings
• Adjust data retention duration (e.g., 2 months or 14 months)
• Control user-ID, event filtering, and more

Step 5: Delete a Stream, Property, or Account

If needed, you can delete GA assets using the Trash Can feature:

1. In Admin, select the asset (Account, Property, or Stream)
2. Choose Trash Can
3. Items stay in trash for 35 days and can be restored within that period

Step 6: Use Account Change History

To track changes made by you or other users:

1. Go to Admin → Account Settings → Account Change History
2. View user actions such as:
   • New users added
   • Properties edited
   • Data settings updated

This is useful for audit tracking and access transparency.

Note

• Roles can be granted at different levels (Account vs. Property) depending on access needs
• Always assign least privilege necessary to maintain data security
• If you can’t locate a setting, use the Search bar in the Admin interface for quick access