Your Marketplace App Is Live. Now the Second Set of Rules Starts.
Getting a listing through Google Workspace Marketplace app review is one gate. Once it is live, two ongoing tasks trip up developers who assume the console works the same way it did during setup: pulling real analytics on who is installing your app, and replying to user reviews without getting the reply silently removed. Both are governed by IAM roles that are separate from the role that got your app approved in the first place.
Two Separate Permission Models, One Listing
Analytics access
Google Analytics 4 reporting on your listing is opt-in, not automatic. Someone with editor access to the app's Cloud project has to opt in first, then separately grant other people marketer access to the Analytics 4 property before they can see visitor demographics, traffic sources, or install events.
Review-reply access
Replying to a user review needs the Admin or Writer basic IAM role on the app's Cloud project specifically. Editor access alone, which is enough to opt into analytics, is not the same role Google checks before it lets you post a reply — a separate permission model from how OAuth scopes themselves get classified.
What the SDK itself shows
Outside of GA4, the Marketplace SDK's own Analytics tab reports domain installs, seat installs, individual end-user installs, and daily app impressions directly in the Cloud console, no opt-in required for that baseline view.
What review replies cannot contain
Google's reply policy blocks phone numbers, email addresses, and links to other websites in any reply. The instinct to write "email our support team at..." in response to a bad review is exactly what gets a reply removed.
How the Two Systems Actually Connect
Opt in to Google Analytics 4
Someone with editor access to the app's Cloud project has to open Marketplace SDK > Analytics and opt in before any GA4-level reporting exists for the listing.
Grant marketer access separately
Opting in does not give the rest of the team visibility. Each additional person needs marketer access to the Google-owned Analytics 4 property added on top.
Confirm the review-reply role independently
Whoever is expected to respond to reviews needs the Admin or Writer basic role checked and confirmed on the project — this is not inherited from analytics access or from being the app's original developer.
Write replies inside the content policy
Every reply is screened against the same policy as reviews themselves: no links, no contact details, no off-topic content, professional tone only, 2,500-character limit.
What the Marketplace SDK Analytics Tab Actually Measures
- Domain installs — counted per domain, not per user. One admin installing for 500 people still counts as one domain install.
- Seat installs — the actual user count across every domain install, added together.
- Individual end-user installs — installs made directly by a user, separate from anything a domain admin pushed out.
- Daily app impressions — visits to the listing per day, and the counter resets at midnight Pacific time (GMT-7), not UTC.
Where This Goes Wrong for Solo Developers and Small Teams
- Assuming Owner or Editor access on the Cloud project is enough to reply to reviews — it is not the role Google checks for that specific action.
- Writing a support-contact reply to a bad review, which strips out under the no-links, no-email, no-phone-number policy and never actually reaches the reviewer.
- Expecting install analytics to appear automatically after the listing goes live, when GA4-level reporting requires an explicit opt-in step that is easy to skip during launch.
- Treating the SDK's basic install counts (domain, seat, individual, impressions) as the same dataset as GA4's demographic and traffic-source data — they come from two different systems inside the same Analytics tab.
If your app already passed Marketplace app review and is live, getting the right people the right IAM roles for analytics and review management is a configuration task, not a resubmission. Where it usually stalls is figuring out which specific role unlocks which specific screen, and untangling that from Google's own account permission model, especially on projects with more than one Google Cloud IAM admin. If the listing has not cleared app review yet, the Google API verification service page covers that earlier stage.