Give your agency access to GA4 and link it to Google Ads

Steps

Add your agency

1. In GA4, click Admin. Under Account, open Account access management. If you only want the agency on one website and you see Property access management under Property, use that instead.

   

2. Click + and then Add users.

3. Enter the email addresses your agency sent you and tick Notify new users by email.

4. Choose the Editor role.

5. Click Add.

Link GA4 to Google Ads

1. In Admin, under Product links, click Google Ads links.

   

2. Click Link, then Choose Google Ads accounts. Select your account and click Confirm.

3. Click Next. Leave personalized advertising and auto-tagging on.

4. Click Next, then Submit.

Our notes

• Which role to give: Editor lets the agency fix tracking and set up key events without managing your users. Administrator can add and remove people, so keep it for your own team.
• Keep two Administrators of your own, so you don’t lose control if someone leaves.
• Your agency can link GA4 for you if they have Editor in GA4 and admin access in Google Ads. Doing it yourself takes two minutes and avoids a back-and-forth.
• Common mistake: a GA4 property created under a freelancer’s or agency’s own account. You can’t remove them from something they own. Create GA4 under your business’s Google Account, or ask them to move the property to your account.
• What happens next: we check which events count as key events and import the right ones into Google Ads.