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Digital Marketing - Study Notes:

Collaborating effectively

In order to collaborate effectively with team members, as well as with external agencies and clients, you need to have a single source of truth when it comes to data. In other words, you need to ensure that everyone is working from the same data source.

To do this, you can grant access to other users within your Google Analytics account, and apply different permission settings. You can do this in the User Management section at an Account, Property, or View level.

You can add a new user by completing the following steps.

  1. Click on User Management in the Admin area.
  2. Choose to add a new user by clicking the + button in the top-right corner.
  3. Enter the new user's email address and choose their permission level. You can assign a high or low level of access to each person.
  4. Choose from these four permission levels:
  • Read and Analyze: This is the minimum access level, where users can read and download existing reports, but cannot change any settings.
  • Collaborate: At this level, users can share assets, reports, and dashboards, and add annotations
  • Edit Permission – users can modify goals, reports, and filters, read and analyze reports, and share data, but can't add or remove new users.
  • Manage Users: This is the highest access level, which allows users to add and remove new users, edit settings, share assets, and read reports.


There are many benefits to allowing other users access your Google Analytics account.

This means that everyone is using the same reporting tool and seeing the same data as a single source of truth, so collaboration between teams and team members is enhanced.

Having various access levels means that you can control how much data people see and need to see, based on their seniority and ability to analyze data. So, for example, you don’t need to overwhelm people – for example, senior executives – with data they don't have time to analyze or understand.

Potential security risks

Likewise, you should be aware of the risks of granting access to your Google Analytics account to other users, either from within or external to your organization. Potential security risks include:

  • Data breaches
  • Unintended or purposeful deletion of user accounts or assets
  • Incorrectly changing settings within the tool
  • Incorrectly modifying custom reports, filters, segments, goals, and funnels
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Bryan Kam

Bryan is an IT engineer who has worked in media, financial information, and algorithmic trading. He specializes in automation technology and large-scale Linux deployments. He also has a great interest in literature and the arts, and is working on projects to increase intellectual engagement in London.

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

If you are interested in learning more about Big Data and Analytics, the DMI has produced a short course on the subject for all of our students. You can access this content here:

DMI Short Course: Analytics

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    Analytics with Google Analytics
    Bryan Kam
    Skills Expert

    This module begins with the fundamentals of web analytics and the associated legal responsibilities and best practices concerning data collection, consent, and privacy that enable a digital marketer to draw actionable conclusions from website or marketing channel data. It demonstrates how to set up and configure Google Analytics and install Google Analytics tracking code to glean insights about the website’s traffic and audience. It covers setting campaign goals to analyze performance and analyze customer conversion journeys. It also provides comprehensive detail on how to use Google Analytics reports and features to monitor and analyze digital campaigns.