Google Analytics provides valuable website insights that can help you shape a successful sales and marketing strategy. Whether you’re a professional services firm catering to business clients, a retail business catering to consumers, or something in between, you’ll want to understand what’s happening behind the scenes.
This is exactly what Google Analytics helps you do. But do you have access to this data or does your web, SEO or digital marketing provider manage it?
My guess is that you don’t have direct access to this information. Meaning you don’t have Google Analytics under your ownership. What’s likely happening is that your web, SEO or digital marketing provider is managing your website analytics under their Google Analytics account, along with about a hundred other website analytics profiles.
That should change.
You may have the best relationship with your web, SEO or digital marketing provider right now, but things change. Maybe they go out of business, maybe you decide you want to try a different approach, or maybe you simply want to handle things in-house. The reason is not as important as the fact that you should own your analytics data.
And here’s the kicker. There’s really no reason for anyone else to own that data other than them wanting to have control.
It’s true. They can have the same level of access to your Google Analytics data and they can still manage your Google Analytics from their “master” account even if the Google Analytics account is under your ownership. You just have to give them permissions to your account.
But when you own the account, you have control over who has access to that account and their level of access.
For example, you can provide full admin access or limited access to just read an analyze the data. You can also delete the user from your account if you no longer want them to have access for whatever reason.
It’s the smart way to set up Google Analytics, and in my opinion, it’s the right way.
If your current web, SEO or Digital Marketing provider has sole ownership of your Google Analytics account, you can request that they transfer Google Analytics ownership to you. Depending on how their account is set up is what will determine how they will be able to transfer ownership.
Google uses a hierarchy system of Account -> Property. You need at least one account so you can have access to Analytics, and so you can identify the properties you want to track. A property is a website.
According to Google, how the relationship between accounts and properties is managed is up to the account owner. You can use a one-to-one relationship of one account to one property, or you can use a one-to-many relationship of one account to many properties. I prefer the one-to-one option.
This method should be used if your current provider has Google Analytics set up using a one-to-one relationship.
Your current provider will need to login to their master Google Analytics account, locate your Google Analytics account and under Admin/User Management provide you with full admin permissions for the account.
Once you have full admin permissions on the account level, you’ll be able to manage your account, any properties (or websites associated with that account) and any user permissions.
In some cases, your provider may have Google Analytics set up using a one-to-many relationship. What this means is that they have one account and under that account, they manage various properties (or websites). If this is the case, your current provider will not be able to transfer account ownership over to you because you would then have access to all the other properties. But, they can transfer ownership for your property (or website).
To do this, your current provider will need to login to their master Google Analytics account, locate your Google Analytics property and under Admin/User Management provide you with full admin permissions for the property.
Once you have full admin permissions for that property, you’ll be able to manage the property under your Google Analytics account. You’ll also be able to manage the user permissions at the property and account level.
This may seem like a pain, and it sort of is, but you’ll be glad you took the time to take care of this now rather than later when your options are more limited.
One other thing. If you don’t currently have a Google Analytics account, you should. It’s easy to set one up. Just go to analytics.google.com and follow the steps. Google makes it fairly easy. Once you set up the account, you’ll likely need your web provider to add the Google Analytics code to your website. Or if you feel adventurous, you can try to Google how to do it on your own.
If you have questions on transferring Google Analytics ownership or setting up Google Analytics on your website, contact me. I’d be happy to lend a hand.
At abrMedia, we integrate proven digital marketing strategies, develop compelling digital marketing content, and manage all aspects of comprehensive social media campaigns for our clients.