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Every teammate you invite is assigned a role that determines exactly what they can see and do in your account. Roles live under User Management > Roles in the left sidebar (/users/user-roles), and the same role list drives the Choose Role dropdown in the Invite Users drawer.
The Roles and Activity items under User Management only appear in the sidebar for accounts with the right plan and permissions — see Custom roles are plan-gated below for what that looks like when they’re hidden.

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Default system roles

Every account starts with five built-in roles: Viewer, Manager, Admin, Analyst, and Billing Manager.
The Choose Role dropdown isn’t a fixed list — it shows the five system roles plus every custom role your account has created (see Custom roles are plan-gated below), so its exact contents vary by account.
Choose Role dropdown open, showing Viewer, Manager, Admin, Analyst, and Billing Manager as system roles

The Choose Role dropdown in the Invite Users drawer, listing the five system roles followed by this account's custom roles

Selecting a role in the invite drawer shows a live Can / Cannot permission preview for system roles (custom roles select silently without a preview). Here’s what each system role grants:
Invite Users drawer with Manager selected in the Choose Role dropdown

Live permission preview for the Manager role in the invite drawer

Full Access doesn’t show a Can/Cannot preview — selecting it in the invite drawer leaves the permissions panel empty. It’s a separate, unrestricted role distinct from the account Owner (the account you signed up with, which isn’t invited or assigned a role at all).

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Viewing a role’s permissions

From the Users table, click the eye icon next to any teammate’s role to open a read-only View User Role drawer. For a default system role, every permission is grouped by category — QR Code, Pages, Tags, Analytics, Event Tracking, Integrations, and more — with each individual permission shown as a checked or unchecked checkbox, and a banner confirming the role can’t be edited:
View User Role drawer for the Manager role

Read-only view of the built-in Manager role, showing its full permission breakdown grouped by category

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Custom roles are plan-gated

Beyond the five default roles, an account can create fully custom roles with its own checkbox-per-permission selection, grouped by the same categories shown above. This is managed from the Roles tab (/users/user-roles), which lists every role — default and custom — with a Create Role button, plus a Type column (System or Custom) and a permission count per role.
Creating and managing custom roles requires a dedicated quota on your plan. Without that quota the Roles tab does not appear in the sidebar, and /users/user-roles loads an empty page rather than an error. Contact support if you expect to have it.
User Management > Roles breadcrumb with an entirely blank content area below it

The Roles tab on an account without the custom-roles quota: a valid page load with an empty content area, no Create Role button, and no role table

On an account with the quota, Create Role opens a Create User Role drawer with a User Role Name field and the same category-grouped permission checkboxes shown in the read-only view above — just editable instead of disabled — and a Save Role button.
Create User Role drawer with a User Role Name input and unchecked permission checkboxes grouped under QR Code, Pages

The Create User Role drawer on an account with the custom-roles quota

Existing custom roles on the Roles tab get a View / Edit action instead of system roles’ read-only View, opening the same drawer pre-filled and editable. Contact support if you believe your plan should include this and the Roles tab isn’t showing up for you.
  • Shared users — inviting teammates, assigning roles, and managing the Users table
  • Upgrading your plan — custom roles are plan-gated; upgrading is how you unlock the quota that reveals the Roles tab