What Happens to Your Google Analytics Business Account When You Die
Quick Facts
Data
Years of traffic history
Valuation
Essential for business sale
Access
Check who else has access
Connected
Linked to Google Ads, etc.
Step-by-Step Guide
Grant admin access to a trusted person
Go to Admin → Account Access Management → add a new user with Administrator role. If access is through a personal Google account, this is urgent — if that Google account is lost, the analytics data is too.
Estimated time: Day 1
Check if other users have access
Review Account Access Management for existing users. A marketing agency or developer may already have access and can help manage the transition.
Estimated time: Day 1-3
Export historical data
While analytics data is viewable in the dashboard, export key reports (traffic, conversions, audience, acquisition) to CSV or connect to BigQuery for comprehensive data preservation.
Estimated time: Week 1
Review connected Google services
Check for linked Google Ads accounts, Google Search Console, and Google Tag Manager. These may also need ownership transfer. Go to Admin → Product Links.
Estimated time: Week 1
Document Now Checklist
- Google account email that owns Analytics
- Analytics property ID (GA4)
- Websites/apps tracked
- Whether marketing agency has access
- Connected Google Ads accounts
- Connected Google Search Console
Last verified: June 2026. Platform policies may change. Verify current procedures directly with Google Analytics Business. This guide is for informational purposes only and does not constitute legal advice.
Related Guides
Domain Names (GoDaddy, Namecheap, Cloudflare)
Domains expire on a specific date. If not renewed, they become publicly available and can be registered by anyone.
Shopify
If you have an active Shopify store, orders may continue coming in. Your executor needs access immediately to fulfill or refund.
GitHub
Transfer important private repositories to a trusted collaborator or organisation. Go to Repo Settings → Transfer.
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