Launch checklist and access roles

Settings that cannot be fixed retroactively go first.

Property

• Time zone and currency set before data arrives (changing them later skews daily totals).
• Data retention: 14 months.
• Google signals: decide per legal advice; if on, expect thresholding.
• Reporting identity: Blended, or Observed if you want no modelling.
• Enhanced measurement: switch off noisy items (often form interactions).
• Unwanted referrals: payment, SSO and login providers.
• Cross-domain list if the journey spans domains.
• Internal traffic rule for office IPs; filter in Testing for a week, then Active.
• Session timeout and engaged-session threshold if the defaults do not fit.

Measurement plan

• A written list of events, parameters and the business question each answers, using recommended names where they exist.
• Custom dimensions and metrics created the same day the parameters ship.
• Key events marked, with the right counting method; at most 30.
• Consent mode defaults and banner wired before any tag loads.
• Verified in DebugView on desktop and mobile; no duplicates; purchases match a test order.

Integrations

• Google Ads link with auto-tagging; import key events into Ads.
• Search Console link and its collection published.
• BigQuery link on day one: export is never backfilled.

Access (Admin > Account or Property access management). Roles are cumulative and can be granted at account or property level:

• Viewer: reports and explorations, no changes to settings.
• Analyst: Viewer plus creating and sharing explorations and other shared assets.
• Marketer: Analyst plus audiences, key events, custom definitions and attribution settings.
• Editor: everything on the property except managing users.
• Administrator: everything including users.

Two data restrictions stack on any role: No cost metrics and No revenue metrics. Give agencies Marketer, developers Editor during setup, and keep two Administrators.

Finally, write down the measurement ID, property ID and account owner.