Giving Read-Only GA4 Access to Agencies: Benefits and How-To

Is my website engagement growing? Where’s my traffic coming from? What about bounce rates?

These are just a few questions Google Analytics 4 (GA4) can answer. But unless you’re an expert, deciphering GA4’s data can be overwhelming. We understand! At Zoe Marketing & Communications, about 95% of our new clients have GA4 set up — but just the basics.

If you work with a marketing agency, granting them “view” or read-only access can unlock key insights without compromising control.

Here’s why it’s worth granting read-only GA4 access, the data it provides, and how to do it in six simple steps.

3 benefits of sharing read-only GA4 access

1. Trust and transparency

“View” access lets your agency view data but not alter settings. This preserves your data integrity and ensures conversions remain accurate.

2. Collaborative efficiency

Your agency can analyze website performance, traffic sources and user behavior — getting a fuller picture and making data-driven recommendations. Otherwise, they’re limited to views, clicks and time spent on page.

3. Expert analysis and strategy

GA4 requires specialized expertise to interpret and apply insights effectively. With access, your agency can:

• Spot growth opportunities.
• Identify underperforming pages.
• Optimize marketing strategies based on real data.

4 key insights it provides your agency 

With “view” access, your agency can review (and improve) these critical metrics:

1. User behavior and engagement

Your agency can analyze:

• Page views and time on site
• Bounce rates (users who leave without engaging)
• What content resonates and where improvements are needed

2. Demographics and interests

GA4 reveals:

• Age, gender, location and interests of visitors
• How different audiences engage with your site
• Ways to tailor messaging for stronger results

3. Conversion tracking and attribution

Your agency can evaluate:

• Which channels (organic, paid, social) drive the most conversions
• How different campaigns impact sales and leads
• Where to spend your budget smarter

4. Website performance and SEO

GA4 tracks:

• Page load times (faster pages rank better)
• Organic search visibility and performance
• Technical SEO issues that may impact rankings

6 simple steps to granting read-only GA4 access

Before you start, confirm the email address your agency rep will use. They may have a general team account (e.g., [webteam] @ [agency].com). Then, follow these steps:

1. Access your GA4 property

• Log into Google Analytics.
• In the top left, select the correct property/account.

2. Navigate to Admin settings

• In the bottom left, click the gear icon for “Admin.”

3. Manage users

• Under “Account” or “Property,” select “Account access management.”

4. Add users

• Click “+” > “Add users.”

5. Assign roles

• Under “Standard roles,” select “Viewer.”
• This lets them see data but not edit settings.

6. Finalize and notify

• Ensure “Notify new user by email” is checked.
• Click the blue "Add" button.

✅ Done! Your agency now has read-only GA4 access.

Bonus: 3 best practices for read-only access

Your GA4 data is valuable, so stay proactive.

1. Encourage insights: Have your agency create reports and suggest data-backed improvements.
2. Schedule check-ins: Review GA4 together to ensure alignment.
3. Audit access: Regularly review who has access and remove outdated users.

Next steps for collaborating with a marketing agency in GA4

GA4 can be complex, but with “view” access, your agency can unlock deeper insights while keeping your data secure.

Want expert GA4 support? Talk to us at Zoe Marketing & Communications. We’ll help optimize your data and create a winning strategy.

Exploring analytics on your own? Check out these resources:

• Why your marketing report clicks don’t match your Google Analytics
• What UTM codes are and why they matter for your marketing campaign