How to Add Your Agency to Google Analytics and Search Console (Without the Headache)

You’ve finally got an agency on board. Smart move. Now they need access to your Google Analytics and Search Console accounts so they can actually do the job you’re paying them for. But, if the idea of giving access to the wrong bit of the wrong thing via the wrong link has you twitching, deep breath, we’ve got you.

Here’s the no-nonsense guide to letting your agency in, without accidentally giving them access to your personal inbox, your shared family calendar or that long-forgotten blog from 2013.

First things first, are you using the right Analytics?

If you’re still clinging onto Universal Analytics, sorry to break it to you, but it stopped processing data in 2023. You need to be using Google Analytics 4 (GA4) now. That’s what this guide is based on. If you’re not sure, ask us and we’ll tell you politely but firmly.

Step-by-step: How to Add Your Agency to Google Analytics 4

1. Log in at analytics.google.com
2. Select the right property – your actual website, not that test version you made once
3. Click the cog icon bottom-left to go into Admin
4. In the middle column, click “Property Access Management”
5. Click the blue plus sign in the top-right
6. Choose “Add users”
7. Add your agency’s email address (it needs to be a Google account)
8. Choose their role
   • Viewer – look, but don’t touch
   • Analyst – can create reports and dashboards
   • Editor – can do most useful things
   • Administrator – can add or remove users

We usually recommend Editor or Administrator. If you trust them with your brand, you can trust them with Analytics access.

Click Add. Job done.

Next up, Google Search Console

This is the one that tells you what’s showing up on Google, how your site’s performing in search, what’s indexed and what’s being ignored. If you want your agency to be able to fix crawl issues, submit sitemaps and request indexing, they’ll need proper access.

How to Add Your Agency to Search Console

1. Go to search.google.com/search-console
2. Choose the correct property
3. Click “Settings” in the left-hand menu
4. Under “Users and permissions”, click “Add user” in the top-right
5. Enter the email address
6. Choose the permission level
   • Full = see and do everything
   • Restricted = look, don’t touch
7. Click Add

Full access is usually what they’ll need. They’ll let you know if they don’t.

Need to double-check who’s got access to what?

In GA4, go back to Admin > Property Access Management and have a look. In Search Console, it’s in Settings > Users and permissions. Remove anyone who doesn’t need to be there. Yes, including that old freelancer you haven’t spoken to since 2020.

Important note on passwords

Do not give your agency your own login. We do not want your personal password. Real agencies don’t ask. Add us as users and keep control of your own accounts. It’s safer, smarter and avoids awkward conversations later.

Wrapping it up

That’s it. Adding an agency to Google Analytics and Search Console should be a five-minute job, not a full-blown IT saga. If you’re still stuck, ask us, we’ll talk you through it on a call. No jargon, no judgment.

Let us in and let us get to work.