Which role to ask for, by task
One row per job. Ask for the role in the second column and nothing broader: the smallest role that does the job is easier for the client to approve, easier to audit, and simpler to remove when the work ends.
Role by taskscroll →
| Product | Task | Ask for | Access type |
|---|---|---|---|
| Google Ads | View reports | Read-only | User access |
| Google Ads | Manage campaigns | Standard | User access |
| Google Ads manager account (MCC) link | Manager account | Manager account link (accepted by a client Admin) | Manager-account link |
| Google Analytics 4 | Set up key events and audiences | Marketer | User access |
| Google Analytics 4 | View reports | Viewer | User access |
| Google Tag Manager | Publish container changes | Publish (container permission) | User access |
| Google Tag Manager | Install tracking tags | Edit (container permission) | User access |
| Google Merchant Center | Manage the product feed | Standard | User access |
| Google Merchant Center | Link Merchant Center to Google Ads | Admin (Merchant Center) — or have the client do the link | User access |
| Google Search Console | Submit sitemaps and request indexing (full SEO work) | Full user | User access |
| Google Search Console | View performance reports | Restricted user | User access |
| Google Business Profile | Manage the listing, posts and reviews | Manager | User access |
What the client needs before starting
Only someone with these rights can add the agency. If your contact doesn't have them, ask who does first.
- Google AdsAdmin access on the Google Ads account.
- Google AdsAdmin access on the Google Ads account (only Admins can give account access).
- Google Ads manager account (MCC) linkAdmin access on the Google Ads account.
- Google Analytics 4Administrator on the GA4 property.
- Google Analytics 4Administrator on the GA4 account or property.
- Google Tag ManagerAdministrator on the Tag Manager account.
- Google Tag ManagerAdministrator on the Tag Manager account that owns the container.
- Google Merchant CenterAdmin access on Merchant Center (only admins add people).
- Google Merchant CenterAdmin on Merchant Center and Admin on the Google Ads account.
- Google Search ConsoleOwner (verified or delegated) of the Search Console property.
- Google Search ConsoleOwner of the Search Console property.
- Google Business ProfileOwner of the Business Profile.
Google products
Google Ads
- View reports→ Read-only
- Manage campaigns→ Standard
- Manager account→ Manager account link (accepted by a client Admin)
Google Analytics 4
- Set up key events and audiences→ Marketer
- View reports→ Viewer
Google Tag Manager
- Publish container changes→ Publish (container permission)
- Install tracking tags→ Edit (container permission)
Google Merchant Center
- Manage the product feed→ Standard
- Link Merchant Center to Google Ads→ Admin (Merchant Center) — or have the client do the link
Google Search Console
- Submit sitemaps and request indexing (full SEO work)→ Full user
- View performance reports→ Restricted user
Copy this access request
One message for every role above. Fill in the blanks and paste it into your email to the client. Nothing you type leaves this page.
Sources
- https://support.google.com/google-ads/answer/9978556 · checked Oct 14, 2026
- https://support.google.com/google-ads/answer/6372672 · checked Oct 14, 2026
- https://support.google.com/google-ads/answer/7459601 · checked Oct 14, 2026
- https://support.google.com/analytics/answer/9305587 · checked Oct 13, 2026
- https://support.google.com/tagmanager/answer/6107011 · checked Oct 14, 2026
- https://support.google.com/webmasters/answer/7687615 · checked Oct 13, 2026
- https://support.google.com/merchants/answer/12160472 · checked Oct 14, 2026
- https://support.google.com/merchants/answer/12499498 · checked Oct 14, 2026
- https://support.google.com/business/answer/3403100 · checked Oct 13, 2026
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