Which role to ask for, by task
One row per job. Ask for the role in the second column and nothing broader: the smallest role that does the job is easier for the client to approve, easier to audit, and simpler to remove when the work ends.
| Task | Ask for | Access type |
|---|---|---|
| Set up key events and audiences | Marketer | User access |
| View reports | Viewer | User access |
What the client needs before starting
Only someone with these rights can add the agency. If your contact doesn't have them, ask who does first.
- Google Analytics 4Administrator on the GA4 property.
- Google Analytics 4Administrator on the GA4 account or property.
Step-by-step pages for Google Analytics 4
Set up key events and audiences
- What GA4 access do I need to set up key events (conversions) for a client?→ Marketer · Marketer on the one property. Editor only if you'll change other property settings (data streams, retention, links).
View reports
- What GA4 access do I need to view a client's reports?→ Viewer · Viewer on the one property (not the account), optionally with No Cost Metrics / No Revenue Metrics restrictions.
What the client clicks
The top-level clicks in Google Analytics 4. Each task page above has the exact role to pick at the last step.
- Open Google Analytics → Admin → Property access management.
- Click + → Add users.
- Enter the agency's email and choose Marketer.
- Save.
What breaks if the role is wrong
- Too low · Set up key events and audiencesViewer or Analyst: key events and audiences are read-only.
- Too high · Set up key events and audiencesEditor has full control of property settings.
- Too high · View reportsAccount-level access is inherited by every property in the account.
- Too high · View reportsEditor or Administrator can change settings or manage users.
Copy this access request
One message for every Google Analytics 4 role above. Fill in the blanks and paste it into your email to the client. Nothing you type leaves this page.
Sources
- https://support.google.com/analytics/answer/9305587 · checked Oct 13, 2026
Last updated
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Google Analytics 4 access guide
The long-form walkthrough, beyond the role table.
Not sure? Use the access level picker
Answer two questions and get the level to request.