How do I grant marketing agency access to Google tools? Key step-by-step instructions

Many companies, in order to increase their visibility and reach a wide range of customers, choose to work with marketing agencies. Agencies have the knowledge, experience and tools to effectively promote the brand and generate increased sales. Promptly providing the marketing agency with the necessary information, access to the relevant systems and tools is crucial to the effective implementation of the marketing strategy. In this article, we will provide you with key step-by-step instructions for giving your marketing agency access to Google tools. We will discuss the practical aspects of the process so that you can effectively manage these issues and ensure a smooth collaboration with your agency.

Google tools - which ones do agencies use?

Google offers tools such as Google Ads, Google Analytics i Google Search Consolewhich enable the monitoring and optimisation of online activities. They enable marketing agencies to accurately track results, analyse data and adjust activities to achieve maximum advertising success.

Whether it is analytics, social network advertising, website optimisation or market research, Google provides services that support all activities related to promoting a company online.

Granting access to Google Analytics

Google Analytics is a tool for analysing website traffic statistics. If you have an account on Google Analytics and would like to share data from the tool with, for example, an employee or an SEO specialist, this guide will enable you to do so.

How do I grant access to Google Analytics 3 (Universal Analytics)?

1. Log in to your account Google Analytics

2. go to section Administration (bottom left corner)

3. a view of three levels will appear, from which you can add a new user: Account, Service, Data View. Depending on how much you want to restrict a person's access, you must select the level in question and click User management.

How do the different levels differ?

• Account - this is the highest level, the user, who is assigned access at account level, is automatically granted access to all services and views.
• Service - is a website, mobile application or device. An account can contain one or multiple services.
• Data view - you can grant access to a view to others so that they can display reports based on the data in that view.

4. Once you have entered User management you will see a window with information about the users who have access to a particular Google Analytics account, service or view. Click the blue plus to open the window for granting access.

5. now enter the e-mail address of the new user and decide what permissions he/she will receive (user management, editing, collaboration, reading and analysis).

6 Once you have signed up for permissions, you will receive an email inviting you to use the Google Analytics tool (if you so choose). Once accepted, he/she will gain access to the account, service or view and will be able to analyse the data.

Attention! If you wish to grant access to an email address that does not belong to Gmail, you must first link your corporate email account details to your Google account using the form you will find here.

How do I grant access to Google Analytics 4?

On 1 July 2023, the ability to collect and use data in Google Analytics 3 (Universal Analytics) will end. At that time, Google Analytics 4 will become the only available version of the platform.

To grant access to Google Analytics 4:

1. Log in to your account Google Analytics

2. go to section Administration (bottom left corner)

3. select Account access management in the column Account or Service. Views no longer exist in GA4!

Enter the email address of the Google account of the user you wish to grant access to

5 Select the appropriate user role. The following roles can be assigned in GA4:

• Administrator - has full control over the account and can grant and revoke rights to other users.
• Editing - has full control at service level.
• Marketer - can edit, delete and create lists of audiences, conversions, attribution models and events.
• Analyst - can edit, delete and create selected resources linked to the service.
• Viewer - can view data and settings.
• No - has no assigned role.

Granting access to Google Search Console

Google Search Console is a tool for checking addresses URLwhich provides detailed information about the scanning, indexing and display of pages directly from Google's index. You can also use it to find out what keywords your site is displaying for and which ones are generating traffic. To use Google Search Console, you must have a Google account and verify domain ownership (for details on how to start using this free tool, see HERE).

If you have a GSC account set up and a verified site, to give the agency access to the GSC:

1. Log in to Google Search Console 
2. Select a service (your site) on the left hand side
3. Enter the settings by clicking on the gear wheel icon
4. Find a bookmark Users and rights
5. Click Add user

Enter the Google-associated e-mail address of the user you wish to grant access to
7 Select the range of rights you wish to grant to the new user. This can be: Owner, User with full access, User with limited access
8. Save changes

Granting access to your Google Company Profile

The Google Company Profile (formerly GMF) is a tool that allows owners of present their business in search and on Google Maps. With a business card, web users can quickly and conveniently access the most important information about a company. 

To give the agency access to the business card:

1. Log on Company profile on Google
2. From the list of profiles you manage, select the company to which you want to grant access and click View profile
3. Click the three vertical dots next to the header: Your company on Google
4. Select Company profile settings → Managers

5. if you are the owner of the profile, you will see an option in the top left-hand corner to Add, choose it
Enter the Google-associated e-mail address of the user you wish to grant access to
7. select the scope of authority - Owner or Manager (Manager cannot delete the business card and manage access, so this is the safest choice)
8. click Invite

Done! The user whose email you entered will receive an invitation to manage your business card

Attention! Only profile owners can add or remove users.

Access to Google tools - make them fast and secure

Giving your agency access to Google tools is an important part of effective collaboration and successful execution of your marketing strategy. It can also be a simple and quick process if you follow the instructions provided. Remember to assign the right permissions to ensure your business is safe online.