Manage your Google tag users

Once you’ve set up your Google tag, you can share the responsibility of managing your Google tag by choosing who can administer your tag and who can edit your tag's settings. This article describes Google tag user roles and permissions, explains how user management works, and provides step-by-step instructions for adding, editing, and removing users.

Before you begin, make sure you’ve set up your Google tag and configured your tag settings.

User roles and permissions

Each Google tag user has both a role and a permission.

User roles

There are two Google tag user roles: User and Administrator.

The User role allows the user to view other tag users and the tag configuration.

Users with the Administrator role can:

  • manage users
  • add or remove destinations
  • combine or split Google tags

User permissions

In addition to user roles, there are two Google tag user permissions: Read and Publish.

Users with Read permission can view users and configurations for a tag, but they can't make any changes.

Users with Publish permission can:

  • View users for a tag
  • Update settings

They can't manage users, add/remove destinations, or combine/split Google tags, unless they also have the Administrator role.

How user access works

User access for the Google tag works differently depending on how many destinations you've linked to your Google tag.

User access if your Google tag has a single destination

If your Google tag has one destination (either a Google Ads account or a Google Analytics web data stream), the tag's users are controlled by the destination's access levels. The specific role and permission for each Google tag user is inherited from that user's Google Ads access level or Google Analytics role.

The following two tables show how Google Ads access levels and Google Analytics property roles correspond to the Google tag administrator role and editor permissions. Review the "User roles and permissions section" (above) to learn about each of these roles and permissions.

Mapping Google Ads access levels to Google Tag permissions

Google Ads access level

Tag Administrator role

(inherited)

Tag Editor permission
(inherited)
Admin Administrator Publish
Standard None
(will inherit User)
Publish
Read only None
(will inherit User)
Read
Billing None None
Email only None None

Learn more about access levels in your Google Ads account

Mapping Google Analytics property permissions to Google Tag permissions

Google Analytics property role Tag Administrator  role
(inherited)
Tag Editor permission
(inherited)
Administrator Administrator Publish
Editor None
(will inherit User)
Publish
Analyst None
(will inherit User)
Read
Viewer None
(will inherit User)
Read

Learn more about Access and data-restriction management in Google Analytics

User access if your Google tag has multiple destinations

If your Google tag has multiple destinations, each user on those destinations automatically inherits the Google tag role and permission that corresponds to the destination's access levels. (See the tables in the previous section.)

Note: These users with inherited roles and permissions aren't listed individually in the "Google tag users" section of the "Admin" tab. Instead, the user tables shows them in a single row for each destination. Click that row to open the destination's user management interface in a new tab.

In addition to these users with inherited roles and permissions, you can directly add users to your Google tag if it has multiple destinations.

Access your Google tag

Google Ads instructions

  1. Sign in to your Google Ads account.
  2. In the upper right corner, click the tools and settings icon Tools icon, and under “Setup,“ click Google tag.

Google Analytics instructions

  1. Sign in to your Google Analytics account.
  2. Click Admin.
  3. At the top of the “Property“ column, use the dropdown selector to select the property that contains the data stream for which you want to set up your Google tag.
  4. In the “Property“ column, click Data streams.
  5. Click the data stream that you want to edit.
  6. Under “Google tag“, click Configure tag settings.

Google Tag Manager instructions

  1. Sign in to Google Tag Manager.
  2. On the “All accounts” screen, click “Google tags”.

Select the Google tag you want to access 

Directly add users

You need to have the Administrator role on a Google tag with multiple destinations to directly add a user.
Note: You can only add users who have Google accounts. These might be Gmail accounts, accounts managed through organizations using G Suite, or other accounts created at accounts.google.com.

Once you've added a user, you can edit a user's access level, or you can always remove access later on.

  1. Access your Google tag screen.
  2. Go to the "Admin'' tab.
  3. Click Choose who can administer this tag or Choose who can edit this tag's settings.
  4. Click the Add user icon Add.
  5. Enter email addresses.
  6. If you're adding users who can administer the tag, select roles ("Administrator" or "User") and permissions ("Publish" or "Read").
  7. If you're adding users who can edit the tag, select permissions ("Publish" or "Read").
  8. Review your selections, and click Invite.

New users are sent an email invitation to access the account, so they can have the following user status:

  • "Has access": Can access tags and settings based on access level
  • "Invitation pending": Hasn't yet accepted invitation

Edit directly added users

You need to have the Administrator role on a Google tag with multiple destinations to edit directly added users.

  1. Access your Google tag screen.
  2. Go to the "Admin'' tab.
  3. Click Choose who can administer this tag or Choose who can edit this tag's settings.
  4. Click the row for the user you want to remove.
  5. Make your desired changes to the user role and/or permissions, and click Save.

Remove directly added users

You need to have the Administrator role on a Google tag with multiple destinations to remove directly added users.
  1. Access your Google tag screen.
  2. At the top of the page, click the Admin tab.
  3. Click Choose who can administer this tag or Choose who can edit this tag's settings.
  4. To remove a single user:
    1. In the row for the user you want to remove, select Remove access from  the 3 dot menu 3 dot menu icon.
    2. Review the confirmation message, and click Remove.
  5. To remove multiple users:
    1. Select the checkbox for each user you want to remove.
    2. At the top of the list, click Remove.
    3. Review the confirmation message, and click Remove.

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