I am working with an internet marketing firm to manage my ppc (adwords) campaigns, and they want access to my google analytics account by telling me that I need to add their email as a user admin in analytics. They already have full access to my adwords account. I am afraid I am giving them too much control and confidential information about our business. Should I just let them get full access?
Yeah, give them access mate. They are unable to link the AdWords account to the analytics account without having access. They will use this data to help them improve your AdWords campaigns and you will also see the flow of PPC traffic in your analytics reports. You can always remove them in the future if you're not happy.