How to Log In to Google Analytics | Causes and Fixes When You Can't Log In

When you start using Google Analytics (GA4) for web analytics, the first stumbling block is often "logging in." Opening it after a while and not knowing how to log in, not finding your account, the screen going blank—these troubles happen surprisingly often to beginners and experienced users alike. This article clearly explains the basic ways to log in to Google Analytics, along with the causes and concrete fixes when you can't log in.

What You Need to Log In to Google Analytics

To log in to Google Analytics, a Google account is essential. Since your Analytics account is managed in association with this Google account, you need to log in with the Google account under which the target Analytics property is registered.

If you don't have a Google account yet, create one for free first. When using it for work, separating your personal account from your work account helps prevent trouble caused by mixing them up at login.

How to Log In to Google Analytics

There are broadly two ways to log in: directly from the official site, or via another Google service such as Google Ads. Use them according to your situation.

Method 1: Log In Directly from the Official Site

This is the most common method. Proceed with the following steps.

1. Access "analytics.google.com" in your browser (searching "Google Analytics" in the search bar is also fine)
2. Click "Sign in" or "Sign in to Analytics" at the top right of the screen
3. Enter the email address (or phone number) of the Google account under which Analytics is registered, and click "Next"
4. Enter your password and click "Next"

When you log in successfully, the GA4 home screen appears. If you manage multiple properties, select the target property from the pull-down at the top left. Bookmarking the login page you use often makes subsequent access smoother.

Method 2: Move from Another Service Such as Google Ads

If you already use a Google service such as Google Ads, accessing it from there is also convenient. While logged in to your Google account, open the Google apps icon at the top right and select "Analytics." If linked with Google Ads, you can also access Analytics from the ads admin screen via "Tools and settings" → "Measurement."

If you have two-step verification set up, additional identity verification is required at login. Having your smartphone or authentication app on hand makes it smoother.

Main Causes When You Can't Log In

Most login troubles arise not from system glitches but from small causes such as mixing up accounts or mistakes in permission settings. Let's check the typical ones.