Google Ads #
Admin
Admin users have full control over the Google Ads account. This role is typically assigned to senior strategists or account managers within the agency. Admins can create and manage campaigns, adjust billing settings, link integrations (like Google Analytics), and add or remove users. They are responsible for both account performance and access control.
Standard
Standard users can create, edit, and optimize campaigns but cannot access billing or manage user permissions. This role suits media buyers or campaign specialists who handle the daily execution and performance optimization of ad campaigns.
Read-only
Read-only users can view all campaign data and reports but cannot make any changes. This role is ideal for clients, junior team members, or external partners who need visibility into performance without editing rights.
Google Analytics #
Administrator
Full access, including user management, property settings, data streams, and linking to other platforms. Typically used by agency leads or senior analysts.
Editor
Can make changes to settings, events, conversions, and configurations but cannot manage users. Ideal for analysts and performance specialists.
Analyst
Can create and share reports and explore data but cannot modify settings or configurations.
Viewer
Read-only access to reports and data. Suitable for clients or team members who just need visibility.
Google Tag Manager #
Administrator
Full control over the container and user permissions. Can create, edit, delete, and publish tags, triggers, variables, and templates, as well as manage user access. This role is best suited for senior developers or tag implementation leads.
Publish
Can create, edit, and publish container versions, but cannot manage user permissions. Suitable for experienced team members responsible for going live with tracking changes.
Approve
Can create and edit container configurations, and request approval for publishing, but cannot publish themselves. Ideal for teams that require a review process before changes go live.
Edit
Can create and modify tags, triggers, and variables but cannot publish changes or request approvals. Good for junior implementers or collaborators under review-based workflows.
Read
View-only access to the container setup. Cannot make changes or request approvals. Typically assigned to clients or stakeholders who need to understand tracking setup without touching anything.
Google Merchant Center #
Admin
Full control over the account, including feed uploads, business info, and user management. Assigned to e-commerce managers or senior strategists.
Standard
Can manage product feeds and settings but cannot invite or remove users.
Email Contacts Only
Receive notifications and alerts but do not have access to the account interface.
Google Search Console #
Owner
Full access, including the ability to add/remove users and manage settings. Should be assigned to SEO leads or account owners.
Full User
Access to all data and most settings, but cannot manage user access. Suitable for SEO specialists.
Restricted User
Can view most data but cannot make changes. Often used for clients or external partners needing insight into performance.
Google Business Profiles #
Primary Owner
Has full rights and cannot be removed (except by themselves). Can manage profiles, respond to reviews, edit info, and manage users. Usually assigned to the business or account owner.
Owner
Same permissions as Primary Owner but can be removed. Suitable for agency account leads.
Manager
Can edit business info, respond to reviews, and post updates. Cannot manage users. Ideal for local SEO or content managers.
Meta Pages #
Admin
Full access to manage the page, roles, settings, and linked assets. Assigned to account leads or business owners.
Editor
Can publish content and manage communication but not page roles or settings. Best for social media managers.
Moderator
Can respond to messages and comments but cannot publish or manage settings.
Advertiser
Can create ads using the page but has no publishing or interaction rights.
Analyst
Read-only access to insights and performance data.
Meta Ads (Business Manager) #
Admin
Full control over the Business Manager, ad accounts, users, payment settings, and asset linking. Assigned to senior strategists or agency leads.
Employee
Can work on assigned assets (like specific ad accounts or pages) but cannot manage people or settings. Best for ad specialists or freelancers.
Meta Pixels #
Admin Access (via Business Manager)
Full ability to view, manage, and share pixel data across assets. Needed for setup, events, and tracking validation.
Assigned Access
Limited to users granted access to the pixel through specific ad accounts or event setups. Ideal for technical implementers.
Meta Catalog #
Admin
Full control over the catalog including product uploads, settings, and user management. Assigned to e-commerce or product leads.
Editor
Can manage product sets and update catalog info but cannot manage user access.
Viewer
Can only view catalog data. Best for clients or external stakeholders.
TikTok Ads #
Admin
Full access to the Business Center, including ad account settings, billing, pixel setup, user roles, and audience sharing. Typically assigned to agency leads or business owners.
Operator
Can create and manage ad campaigns, track performance, and access reports, but cannot manage billing or user permissions. Ideal for media buyers or campaign managers.
Analyst
Read-only access to ad account performance and reporting. Cannot create or edit campaigns. Suitable for clients or external stakeholders needing visibility.
Microsoft Ads (formerly Bing Ads) #
Super Admin
Complete control over the account, including billing, campaign management, and user access. Should be assigned to senior account managers or agency leads.
Standard User
Can create and manage campaigns, ads, and keywords but cannot modify billing or user permissions. Best for campaign specialists.
Viewer
View-only access to campaign data and performance reports. No editing or management rights. Ideal for clients or read-only stakeholders.
Pinterest Ads #
Admin
Full control of the Business Account, including billing, ad accounts, user permissions, and audience management. Typically used by account owners or senior strategists.
Campaign Manager
Can create, manage, and monitor campaigns but cannot manage user access or billing settings. Best for media buyers or ad specialists.
Analyst
Can view performance data and reports but cannot create or edit campaigns. Suitable for clients or analysts needing access to results.
