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How to Change Google Analytics Account

Cody Schneider••8 min read

Changing your Google Analytics account can mean a few different things - from simply switching your view to migrating your entire website to a new property. This guide breaks down the most common scenarios you'll face, providing clear, step-by-step instructions to get the job done without hassle.

First, Understand the Google Analytics Hierarchy

Before you make any changes, it’s essential to understand how Google Analytics is structured. Misunderstanding this hierarchy is the source of most confusion. Think of it like a set of nesting folders:

  • Account: This is the highest level, the main folder for your business. An organization typically has one Account. You manage users and billing at the Account level.
  • Property: This is a folder inside your Account that holds the data for a specific website, app, or business asset. For example, your main e-commerce site would be one Property (yourstore.com), and your company blog might be another (blog.yourstore.com). This is where you find your Measurement ID (e.g., G-XXXXXXXXXX).
  • Data Stream: This is the lowest level within a Property. It’s the source of your data. For a website, you’ll have a Web Data Stream. For an app, you might have an iOS App Stream or an Android App Stream. Every Data Stream has a unique Measurement ID.

Understanding this structure helps you know whether you need to change something at the Account, Property, or Data Stream level to accomplish your goal.

How to Switch Between Different Google Analytics Accounts

If you have access to multiple Google Analytics accounts - perhaps for different clients or personal projects - you'll need to know how to switch between them. This is the simplest task and something you'll do frequently.

Follow these steps to navigate between your accounts:

  1. Log in to Google Analytics. You'll land on the homepage or the last report you were viewing.
  2. Locate the Account Selector. At the top-left of your screen, you'll see a dropdown menu that displays the current Account and Property name.
  3. Click the Account Selector. This will open a panel showing all the Accounts and Properties you have access to. They are neatly organized and searchable.
  4. Select a Different Account or Property. Simply navigate to the desired Account, find the Property you want to view, and click on it. The interface will immediately refresh to show you the data for your selected property.

That's it. You can use this selector anytime to quickly jump between different business reports without logging out and back in.

How to Change the GA Account Your Website Sends Data To

Maybe you've created a new GA4 Property and want your website to start sending data there instead of the old one. This process involves changing the Google Analytics tracking identifier on your website itself.

First, you need to find the Measurement ID of your new property.

  1. Navigate to the new Google Analytics account and property you want to use.
  2. Click on Admin (the gear icon) in the bottom-left corner.
  3. Under the Property column, click on Data Streams.
  4. Click on the specific Web Data Stream for your website.
  5. Your Measurement ID (formatted as G-XXXXXXXXXX) will be in the top right. Copy this ID.

Now, you have two common ways to update this on your website.

Method 1: Manually Updating the gtag.js Script

If the Google Analytics tracking code was added directly to your website's HTML, you'll need to replace the old script with the new one.

  1. Access your website's source code. This might be through a WordPress theme editor, a Shopify theme file, or another content management system (CMS).
  2. Locate the old tracking code. Search your site's files for the <head> section. You're looking for a script that looks something like this, but with your old ID:
<!-- Google tag (gtag.js) -->
<script async src="https://www.googletagmanager.com/gtag/js?id=G-OLD1234567"></script>
<script>
  window.dataLayer = window.dataLayer || [],
  function gtag(){dataLayer.push(arguments),}
  gtag('js', new Date()),

  gtag('config', 'G-OLD1234567'),
</script>
  1. Replace the old Measurement ID. Swap out the old ID (G-OLD1234567 in the example) with your new Measurement ID in both places it appears.
  2. Save your changes. Once saved, data will start flowing to your new GA4 property. Use the Realtime report in your new property to confirm that traffic is being recorded.

Method 2: Using Google Tag Manager (Recommended)

If you're using Google Tag Manager (GTM) to manage your tracking codes (which is a much cleaner method), the process is even simpler.

  1. Open your Google Tag Manager container.
  2. Navigate to Tags in the left-hand menu.
  3. Find your GA4 Configuration Tag. This is the main tag that sends pageview data to Google Analytics. Click to edit it.
  4. Update the Measurement ID. In the tag configuration, you'll see a field for the Measurement ID. Simply paste your new Measurement ID here, replacing the old one.
  5. Save the tag.
  6. Click "Submit." Review your changes and then "Publish" the container to make them live on your website.

Using GTM means you only have to make the change in one place, and it will apply across your entire site.

How to Move a Property to another Account

Sometimes, your business structure changes. You might acquire a new website, sell one off, or reorganize your digital assets. In these cases, you might need to move an entire GA Property from one Account to another. For this, you need Administrator-level permissions on both the source and destination accounts.

  1. Log in to Google Analytics and navigate to the Property you want to move.
  2. Go to Admin (gear icon) in the bottom-left corner.
  3. In the Property column, select Property Settings.
  4. At the top right of this page, you’ll see a button that says Move Property. Click on it.
  5. Choose the Destination Account. From the dropdown menu, select the Account you want to move the property to.
  6. Confirm User Permissions Settings. You’ll have options regarding user permissions. You can either:
  7. Click Start move and confirm the scary-looking pop-up warnings. Heed them - this is a permanent change!

Google notes the move can take a few minutes. Once complete, your property and its historical data will now reside under the new Analytics Account.

How to Change Account Ownership and Manage Users

If you need to give a team member full control or transfer billing responsibility of an account, you'll need to transfer ownership. This involves changing user roles.

Step 1: Check User Roles

First, make sure the person you're transferring ownership to already has an "Administrator" role on the account.

  1. Go to Admin.
  2. In the Account column, click on Account Access Management.
  3. Find the user in the list. If they do not have the Administrator role, click the three dots next to their name, select View user's account details, and update their role to Administrator. Save the changes.

Step 2: Transferring Ownership

Only an Administrator can transfer ownership, and it must be done at the Account level. But in GA4, true "ownership" isn't a single assignable role like it was in older versions. Instead, total control is defined by being an Administrator who is also linked to the Google Marketing Platform Organization for that account. For most small to medium businesses, however, simply having multiple "Administrator" roles works.

An account must have at least one Administrator. If you are the only Administrator and want to remove yourself, you must first grant the Administrator role to another user.

  1. Follow the steps above to access Account Access Management.
  2. Add the new user and assign them the Administrator role if they don't already have it.
  3. After they've accepted and are listed as an Administrator, you can then safely remove your own access if needed by clicking the three dots next to your name and selecting Remove user.

It’s always a good practice to have at least two users with Administrator privileges to avoid getting locked out of your own account if someone leaves the company.

Final Thoughts

Whether you're switching between daily reports, moving tracking codes, restructuring properties, or managing team access, navigating the world of Google Analytics accounts is a manageable process. By understanding the core hierarchy and following these clear steps, you can confidently make the changes you need to keep your data organized and accurate.

After managing all these settings, your next challenge is turning that data into real business answers - a process that often involves jumping between Google Analytics, Facebook Ads, Shopify, and your CRM. We built Graphed to solve this challenge. You can connect all your data sources in seconds, then simply ask questions in plain English like, "create a dashboard showing GA traffic versus my Facebook ad spend for the last month," and get a live, automated dashboard instantly. It's the faster way to get the clear, cross-platform insights you need without the manual reporting headache.

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