‘Democratize Data’ is one of Quantifi’s core values, so we are often asked about this. At the heart of this issue lies control. When it comes to analytics data, you believe you should control and own your data. We advise all our partners to create and manage their Google Analytics accounts, giving them unbiased and transparent information to make informed business decisions.
You may be just starting with GA4, so this is an excellent time to review who controls your account and owns your GA4 data. We’ve had many businesses come to us with GA accounts they’re surprised to learn are owned by ex-employees, former vendors, jilted lovers—or all of the above—and they have no control or access to their data.
How to check who controls your GA4 account
To see your roles, log in to GA4 and click the Admin icon in the bottom left, then go to Account Access Management. GA4 accounts can assign five roles: Administrator, Editor, Analyst, Viewer, and None.
Ensure you have Administrator access—ideally through a business-owned work email. This ensures the business retains control even if someone leaves the organization. There are many stories of people leaving and taking access with them, never to be seen again.
Administrator access allows you to manage users and permissions. Check who has admin access and remove or adjust permissions for anyone who shouldn’t have control (e.g., former employees or vendors).
If you do not have admin access, contact the administrator to request it. If access is denied, we recommend setting up your own GA4 instance.
GA4 User Roles
Administrator
Full control of Analytics. Can manage users, assign roles, and grant permissions. Includes all Editor permissions.
Editor
Full control of property-level settings but cannot manage users. Includes all Analyst permissions.
Analyst
Can create, edit, and delete certain assets. Can collaborate on shared assets. Includes all Viewer permissions.
Viewer
Can view settings and data, and adjust what appears in reports. Cannot edit shared assets.
None
No access to the specific resource. The user may still have access to other resources.
Data Restrictions
No Cost Metrics
Restricts visibility of cost-related metrics. These will not appear in reports, explorations, audiences, insights, or alerts.
No Revenue Metrics
Restricts visibility of revenue-related metrics. These will also be hidden in reports and related views.
Conclusion
Owning and managing your own data is essential. It future-proofs your business and gives you the foundation to make smart decisions. Set things up right from the start by owning your accounts and data.
If you need help, feel free to reach out to us at info@getquantifi.com. We’re happy to assist.
Decide with Data.
