One of the first things you will be doing when working with a digital marketing agency, SEO specialist, or even a web development team is providing them access to your Google marketing tools. This gives professionals the ability to track performance on your website, analyze traffic, manage the visibility of your business, and optimize campaigns.

But, of course, sharing access must be appropriately executed with permission levels accurately and without sacrificing your account security.

This guide will walk you through, step by step, with detailed explanations, screenshot suggestions, and best practices for GA4, GSC, GTM and GBP.

Add Users to Google Analytics 4 (GA4)

Google's advanced analytics platform for tracking website visitors, user behavior, sources of traffic, and conversions. Agencies and SEO experts need access to GA4 to review performance and make data-driven marketing decisions. The permission set assigned to the agency will provide them with what they need to keep working efficiently while keeping your account secure.

With GA4, businesses can find solutions on:

• Track where users come from

• Understand what users do on your site

• Measure conversions (leads, sales, sign-ups, etc.)

• User journey analysis

• Improve marketing ROI

• Build audiences for ads

• Track activity across websites and mobile apps together

It's essential in digital marketing, SEO, performance marketing, UI/UX analysis, and other business decisions.

Steps to Add a User:

• Open Google Analytics and log in.

• Click the Admin (gear icon) in the bottom-left corner.

• Choose whether you want to add the user at the Account or Property level.

  • Account-level → broadest access

  • Property-level → often recommended for agencies

• Click Access Management.

• Click the + (plus icon) > Add users.

• Enter the person’s email (must be a Google/Gmail email).

• Choose permissions:

  • Viewer – read-only

  • Analyst – can create reports

  • Editor – can make configuration changes

  • Administrator – full access, including adding/removing users.

• Click Add.

Add Users to Google Search Console (GSC)

Google Search Console enables you to understand how your website looks and performs within organic Google Search. This will include indexing, search visibility, problems in performance, and ranking keywords. Giving access to an SEO professional allows them to troubleshoot issues and enhance your organic search presence. Google Search Console is useful, as it:

• Shows your actual search performance

• Helps fix indexing & crawling issues

• Improve rankings with precise data.

• Identifies keyword opportunities

• Monitors backlinks and website health

• Warns you about fines and security concerns

• Enhances SEO strategy with real insights

Steps to Add a User:

• Go to Search Console and choose the correct property.

• Click Settings on the left sidebar

• Select Users and permissions.

• Click Add user (top-right).

• Enter the person’s email.

  • Choose the permission level:

  • Full – recommended for SEO experts

  • Restricted – view only

• Click Add.

Add Users to Google Tag Manager (GTM)

Google Tag Manager: a powerful interface for managing all tracking scripts, tags, and pixels without having to change anything on the website. Give access only to the right experts who will accurately track analytics, ads, and conversions. GTM permission levels are a careful choice to ensure control over what gets published.

Steps to Add a User:

• Open Google Tag Manager.

• Select the correct account.

• Go to Admin (top-right).

• Under Account, click User Management.

• Click the + icon > Add users.

• Enter their email.

• Choose Account Permissions:

  • User – basic access

  • Admin – full access, including adding users

• Assign Container Permissions (very important):

  • Read

  • Edit

  • Approve

  • Publish (only for trusted users).

• Click Invite.

Add Users to Google Business Profile (GBP)

A Google Business Profile, formerly named Google My Business, is very important in local SEO for a business that targets local customers. It can affect how the business will look not only on Google Maps and local searches but also on the knowledge panel. Proper access ensures your profile is accurate, optimized, and aligned with your marketing goals.

Steps to Add a User:

• Step 1: Log in

  • Go to https://business.google.com/

  • Sign in using the Google account that manages the business.

• Step 2: Select the Business Profile

If you manage multiple businesses, choose the specific business profile for which you want to give access.

• Step 3: Open Business Profile Settings

On the left side, click “Settings”

• Click Managers or People & Access.

• Step 4: Add a New Manager

• Enter the email address of the person you want to give access to.

• Choose the Role:

  • Owner – Full access (can remove you)

  • Manager – Can edit listing information

  • Site Manager – Limited acces

• Step 5: Send Invitation

  • Click “Invite.”

Understanding the Right Permission Levels

Common Problems & How to Avoid Them

1. Wrong type of email

All platforms require a Google/Gmail email. If there's anyone using a non-Gmail email, ask the person to convert or use a Google Workspace email.

2. Adding users at the wrong level

Make informed choices about Account vs. Property/Container access for both GA4 and GTM.

3. Lack of ownership

If you see stuff like errors with “You don’t have permission,” this generally means the business owner has not verified the property. You are trying to add users at a level you do not control.

4. Forgot to hit ‘Publish’ in GTM.

Changes aren't live until the user publishes the container.

Final Thoughts

No More Access Struggles.

Giving access to the necessary Google tools doesn't need to be confusing or stressful. You can safely and efficiently grant agencies or specialists the exact permissions required by following the above steps and without compromising your account security. Proper access ensures faster setup, better insights, and more effective SEO and marketing efforts. Once everything is correctly connected, you'll streamline collaboration, avoid delays, and set the foundation for strong, measurable digital performance.

Proper access unlocks:

• faster setup

• smooth collaboration

• accurate performance tracking

• better SEO and advertising outcomes

You'll prevent delays and make sure your marketing initiatives are successful once everything is properly connected.