Google Marketing Platform Org admins

Org admins have all administrative permissions for Google Marketing Platform. They can manage user access for the organization and product accounts, link and unlink product accounts, grant Org admin and other administrative permissions, and set the service level from standard to 360 for objects in product accounts. Learn more about upgrading to 360.

Org admins automatically receive the Administrator role in Google Analytics and can assign themselves additional user roles. They can also assign themselves user roles in other linked accounts.

Org admins can check which users have access to an account and view user details. User details include:

• Google Analytics accounts, properties, and views
• Google Tag Manager containers
• Google Optimize containers
• The last date on which the user interacted with Google Analytics report data.

Interactions include:

• Viewing a report or dashboard
• Accessing data via an API call, for example, in a Chrome extension or in the Analytics mobile app

Org admins can also view the Change History in Google Marketing Platform. Change History shows:

• When changes were made
• Who made the changes
• What was changed

For example, Org admins can confirm when someone linked a new account to the organization, added or removed users, changed the service level for an object, or updated the end date on an order.

Having a record of these changes prevents confusion over events such as an increase in billing. Org admins can check the change history to find who changed the service level for a property from standard to 360, or made changes to the billing parameters.

Org admins can view changes from the last two years. The organization should have at least two org admins but should avoid having too many.

The primary consideration when designating an Org admin is how much they trust that person. The org admin role lets that person grant permissions to themselves and others across Google Marketing Platform and all linked product accounts.

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Manage Org admins

Only Org admins have the ability to add or remove users.

Add an Org admin

1. Sign in to Google Marketing Platform.
2. Under “Platform tools”, click Administration.
3. Select the organization that you want to make changes to.
4. Under “Access management”, select Organization administrators.
5. Click + Add access permissions to new users and select Add users or Add user groups.
6. Enter the email address of the user or user group that you want to add as Org admin.
7. Click Add.
8. Under “User details”, click the pencil icon to update their organization permission.
9. Under “Organization roles”, select the checkboxes that you want the user or user group to have:
   • Org Admin: Grants all administrative privileges. Each organization should have at least 2 organizational administrators.
   • User Admin: Grants access to the “Users” section to perform various user management functions, like assigning permissions.
   • Billing Admin: Grants access to the “Billing” section to perform various billing functions, like linking product accounts to the organization.
10. Click Save.

Remove an Org admin

1. Sign in to Google Marketing Platform.
2. Under “Platform tools”, click Administration.
3. Select the organization that you want to make changes to.
4. Under “Access management”, select Organization administrators.
5. Under “Administrators”, select the users or user groups that you want to remove as Org admin.
6. Click Remove.
7. In the “Remove access” screen, click Remove.

When a product account is linked to Google Marketing Platform, all Org admins receive administrator permissions for that account. For example, when Google Analytics 360 is linked, Org admins automatically have the Administrator role in Analytics. These permissions remain intact as long as the product account is linked to Google Marketing Platform.

A primary benefit of the Org admin role is the ability to recover lost access to a product account. For example, if the only administrator of an Analytics 360 account leaves the company and access is lost, an Org admin can assign other users as Analytics 360 administrators.

To maintain continuous access to the Org admin role in an emergency:

1. Create a Google account specifically for this purpose, such as [e-mail].
2. Add the account to the Org admin role.
3. Manage access to the account's password.