How to Log In to Google Analytics 4

Signing into Google Analytics 4 should be simple, but it can be surprisingly confusing if you don't know where to start or if you run into an access issue. Let's clear up any confusion and get you straight into your data. This guide provides a direct, step-by-step walkthrough for logging into your GA4 account, along with solutions to the most common problems you might encounter.

Your GA4 Login Starting Point

First, it’s helpful to understand that Google Analytics 4 is not a standalone application with its own unique login page. It's part of the larger Google Marketing Platform and uses the same sign-in system as Gmail, Google Drive, and other Google services. You don't need to find a special "GA4 login portal." Instead, you simply sign in with a Google Account that has been given access to the GA4 property you want to view.

The direct URL to access the platform is always https://analytics.google.com. This link will automatically redirect you to the standard Google sign-in page if you're not already logged in, and then take you to your Analytics dashboard. Bookmarking this simple URL is the most reliable way to get where you need to go.

Step-by-Step Guide to Logging Into Google Analytics 4

Getting into your GA4 property involves three simple steps. Following these instructions will get you inside your account and looking at your data in no time.

Step 1: Navigate to the Google Analytics Website

Open your web browser and go to https://analytics.google.com. You can also get there by searching for "Google Analytics" and clicking the official result, which will likely take you to the main product page. On that page, just look for a "Sign in" or "Get started" button, which will direct you to the login prompt.

Step 2: Sign In With the Correct Google Account

You will now see a standard Google sign-in screen, asking for your email or phone number. This is the most critical step. You must use the email address associated with a Google Account that has already been granted permissions for the GA4 property. Using a different Google Account will lead you to a page asking you to set up a new Google Analytics account, or to a dashboard of other properties you have access to - but not the one you're looking for.

Enter your email address, click "Next," and then enter your password. If you have two-factor authentication (2FA) enabled on your account (which you absolutely should!), you'll be prompted to verify your identity using your phone or another designated method.

Step 3: Locate and Select Your GA4 Property

Once you are logged in, you'll land on the homepage of the last Analytics property you viewed. If you only have access to one GA4 property, you're already there. However, many users have access to multiple accounts and properties, which can sometimes include older Universal Analytics (UA) properties.

To find the correct property, look at the top-left corner of your screen. You’ll see a dropdown menu that displays the current account and property name. Click on this to open the account selector. This menu is organized into three columns:

• Account: This is the highest level of organization, typically representing a business.
• Property: These are the websites or apps you are tracking within an account. This is where you will find your specific GA4 property.
• Data Streams / Views: This column is less relevant for simply selecting your main GA4 property.

Look for the name of the property you want to analyze. GA4 properties are easily identifiable because they don't have the old "UA-" prefix in their Tracking ID. Instead, they use a "G-" Measurement ID. If you see properties with a "UA" ID, those are the now-defunct Universal Analytics properties. Select the correct GA4 property, and the dashboard will load its data.

Common Login Problems and How to Fix Them

Even a simple process can have hiccups. If you've tried the steps above and are still having trouble, your issue is likely one of these common scenarios.

Problem: "I logged in, but I can't find my property" or "I'm getting an 'Access Denied' error."

Cause 1: You're signed into the wrong Google Account.

This is overwhelmingly the most frequent reason for this issue. Your browser may be remembering a different personal or work Google Account. You might see a blank slate prompting you to create an account, or an Analytics dashboard for a completely different business.

Solution:

• Look at the top-right corner of your browser window to see which Google Account profile is active.
• If it's the wrong one, sign out and sign back in with the correct email address.
• An easy way to bypass browser cache issues is to open an Incognito or Private browsing window. This ensures you start with a clean slate and can log in with the correct credentials.

Cause 2: You haven't been granted access to the property.

If you're absolutely certain you're using the right email address but still can't see the property, it’s likely that you don't have the necessary permissions assigned to your user account.

Solution:

You need to contact whomever is an administrator for the Google Analytics account. They can grant you access by following these steps:

1. The admin needs to go to the Admin section (gear icon in the bottom-left).
2. They then select Account Access Management or Property Access Management.
3. Here, they can click the blue "+" icon to add a new user and enter your email address.
4. They will need to assign you a role, such as Viewer, Analyst, Editor, or Administrator. For most team members who just need to see data, "Viewer" is the safest and most appropriate choice.

Problem: "I see a dashboard, but it says Universal Analytics and there's no data."

Universal Analytics properties have stopped processing new data as of July 2023. If you log in and see a UA interface, you have accidentally selected an old property from the account selector.

Solution:

Simply click the account/property selector in the top-left corner again. Carefully look through the list in the "Property" column for your new GA4 property. It often has a similar name to its UA predecessor but will likely be listed right below it. Remember to look for the property without a "UA-" prefix in its ID. Once you find it, you can start exploring your current data.

Problem: "My bookmark for Google Analytics doesn't work right anymore."

This usually happens if you bookmarked a specific deep link to a report page within the old Universal Analytics interface. That page either no longer exists in GA4 or has a different URL structure.

Solution:

Delete your old bookmark. Create a new one pointing to the much simpler and more reliable URL: https://analytics.google.com. This link will always take you to the homepage of your most recently viewed property, providing a consistent starting point.

Best Practices for Secure GA4 Access

Managing who logs into your GA4 account is an important part of data security. Follow these simple best practices to keep your analytics data safe.

• Use Strong Security on Your Google Account: Your GA4 access is only as secure as the Google Account it's tied to. Use a strong, unique password and enable two-factor authentication (2FA) on your Google Account for an essential layer of protection.
• Implement the Principle of Least Privilege: Don't give every user Administrator access. Only grant people the permissions they need to do their jobs. Most team members only need the "Viewer" role, which prevents them from accidentally modifying settings, goals, or filters.
• Audit User Permissions Regularly: Once a quarter, have an administrator review the list of users with access to your GA4 property. Remove anyone who no longer works for the company or a partner agency, or who no longer needs access to your data. This keeps the user list clean and secure.

Final Thoughts

Logging into your Google Analytics 4 property is much less intimidating once you understand that it relies on your standard Google Account and know how to use the account/property selector. By ensuring you’re using the right credentials and having the correct permissions, you can bypass common issues and get straight to your data.

Of course, once you’re logged in, the next challenge is turning all of that data into clean, useful dashboards for your marketing and sales teams. Instead of wrestling with complex reports, we built a tool to make data analysis painless. You can connect your Google Analytics account to https://www.graphed.com/register and ask questions in plain English - like "Which landing pages are generating the most conversions this month?" - to get live dashboards and answers in seconds, no technical skills needed.