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This Help Centre shows articles applicable to Merchant Center Next. Learn more about the upgrade and get answers to frequently asked questions.

Linking apps and services in Business Manager

In Business Manager, click into your Apps and services page to connect your different Google apps and services to each other to power your marketing campaigns, increase your reach, track conversion and smoothly share product data.

On this page

View connected services in Business Manager

In order to view connected services in Business Manager, you must have access to at least one service that is connected to the Business Manager profile.

  1. Under Google services, click on a Service (i.e. Merchant Center, Google Ads). A column will appear on the right-hand side. Click Apps and services.
  2. In the right-hand side column's selected service, view which other services your app is connected to.
  3. If connected to Business Manager, click View details to view all apps connected to Business Manager.
  4. If connected directly to another Google service, view the last digits of the connected account.

Add new connections in Business Manager

Note: You must be a super admin to link an app to your Business Manager profile. However, you can link Google services directly to each other as long as you have the highest access to the services (i.e. admin in Google Ads or owner in Google Business Profile).

To get started,

  1. Under 'Google services', click Add service.
  2. Select the Google service that you'd like to establish a connection with:
    1. Google Merchant Center
    2. Google Ads
    3. Google Business Profile
    4. Google Analytics
    5. Google Manufacturer Center
    6. Display & Video 360

Google Merchant Center

Link Google Merchant Center to Business Manager

  1. Under 'Apps and services', click the Add service button.
  2. Select Google Merchant Center and click Next.
  3. Select the accounts that you want to link and click Next.
  4. Click Link to Business Manager.

Benefits

  • Show products from multiple Merchant Center accounts in Google Search and Maps
  • Promote products from multiple Merchant Center accounts
  • People with super admin access to Business Manager will have admin access to Merchant Center

Google Ads

New Google Ads account

To link your Business Manager to a newly created Google Ads account, select New account.
  1. Fill in the following fields:
    1. Google Ads account name
    2. Country
    3. Time zone
    4. Currency
  2. Once completed, click Link to successfully link your new Google Ads account to your Business Manager profile.

Existing Google Ads account that you manage

To link your Business Manager to an existing Google Ads account that you have admin access to, select Your account.

  1. Select a Google Ads account from the list of Google Ads accounts, then click Next.
  2. On the next screen, click Link to successfully link your new Google Ads account to your Business Manager profile.
    1. If you want to only link your new Google Ads account to your Merchant Center account, click Link to Merchant Center only.

Existing Google Ads account that you don't manage

To link your Merchant Center to an existing Google Ads account that you are not an admin of, select Account that you don't manage.

  1. Enter the Google Ads customer ID.
  2. On the next screen, click Link to send an email approval request to the Google Ads admin.
  3. The Google Ads admin will need to approve the linking request in Google Ads.
  4. Once the linking request has been approved, your Merchant Center and Google Ads account will be connected.

Note: Ensure that you have admin access in the Google Ads account to initiate or approve an account linking request.

Benefits

  • Create ad campaigns in Merchant Center.
  • Run local inventory ads, Shopping campaigns and remarketing campaigns for products listed in feed

Google Business Profile

Note: You can add multiple shops from your Google Business Profile to the same Merchant Center account, as well as add and manage the same shop to multiple Merchant Center accounts. However, the same shop cannot be linked to multiple Business Manager profiles.

To get started, you can also begin linking steps by selecting the 'Shops' tab and clicking 'Add profile'.

New Google Business Profile

To link your Business Manager to a newly created Google Business Profile, select New profile and click Create Business Profile

  1. Complete the steps on the following pages to complete creation and linking steps.

Existing Google Business Profile that you manage

To link your Business Manager to an existing Google Business Profile that you have owner access to, select Your profile.

  1. Select a shop from the list of shops that shares the same brand, then click Next.
  2. On the next screen, click Link to successfully link your Google Business Profile account to your Business Manager profile.

Existing Google Business Profile that you don't manage

To link your Merchant Center to a shop in a Google Business Profile that you are not an owner of, select Profile that you don't manage.

  1. Enter the Google email address of the Google Business Profile owner and click Next.
  2. On the next screen, click Send request.
  3. The Google Business Profile owner will need to approve the linking request in Google Business Profile.
  4. Once the linking request has been approved, your Merchant Center and Google Business Profile account will be connected.

Benefits

  • Manage and show your local products in ads or free listings
  • Manage Business Profile information through your Merchant Center
  • Manage people's access to your shops via Business Manager

Google Manufacturer Center

After you've linked both the accounts, the product data of verified brands in your Google Manufacturer Center is synced with your Merchant Center on a daily basis. You can sync multiple feeds from Merchant Center to your Google Manufacturer Center in a unique feed. Supplemental feeds and feed rules present in Merchant Center are also applied to synced products in Google Manufacturer Center.

New Google Manufacturer Center account

To link your Merchant Center to a newly created Google Manufacturer Center account, select New account.
  1. Click Go to Google Manufacturer Center in order to complete creation and linking steps.

Existing Google Manufacturer Center that you manage

To link your Merchant Center to an existing Google Manufacturer Center that you have owner access to, select Your account.

  1. Select an account from the list of accounts, then click Next.
  2. On the next screen, click Link to successfully link your Google Manufacturer account to your Merchant Center.

Existing Google Manufacturer Center account that you don't manage

To link your Merchant Center to a Google Manufacturer Center account that you are not an admin of, select Account that you don't manage.

  1. Enter the Google Manufacturer Center ID and click Next.
  2. On the next screen, click Send request.
  3. The Google Manufacturer Center admin will need to approve the linking request in Google Manufacturer Center.
  4. Once the linking request has been approved, your Merchant Center and Google Manufacturer Center account will be connected.

Benefits

  • Show up-to-date product details to customers
  • Expand your brand reach on Google

Google Analytics

New Google Analytics property

To link your Merchant Center to a newly created Google Analytics account, select New property.

  1. Click Go to Google Analytics in order to complete creation and linking steps.

Existing Google Analytics property that you manage

To link your Merchant Center to your Google Analytics property that you have editor access to, select Your property.

  1. Select a property from the list of Google Analytics properties, then click Next.
  2. Once completed, click Link to successfully link your Google Analytics property to your Merchant Center account.

Benefits

  • View conversion metrics for your property in Merchant Center
  • See how your products perform with detailed conversion reports

Display & Video 360

Once you've linked your Merchant Center account, all of the information in your product data feed will be accessible in Display & Video 360 for creating product-level Dynamic Remarketing creatives. Your product data will be read-only in Display & Video 360, so you'll continue to make updates to this data directly in Merchant Center.

New Google Display & Video 360 account

To link your Merchant Center to a newly created Google Display & Video 360 account, select New account.

  1. Click Go to Google Display & Video 360 in order to complete creation and linking steps.

Existing Google Display & Video 360 account that you manage

To link your Merchant Center to your Google Display & Video 360 account that you have access to, select Your account.

  1. Enter the Google Display & Video 360 customer ID and click Next.
  2. On the next screen, click Send request.
  3. Your Google representative will need to approve the linking request.
  4. Once the linking request has been approved, your Merchant Center and Google Display & Video 360 account will be connected.

Benefits

  • Promote your products on YouTube using information from Merchant Center

Remove connected services in Business Manager

Note: You must be an admin to remove links between Google services.

  1. Under Google services, click on a Service (i.e. Merchant Center, Google Ads). A column will appear on the right side. Click the Apps and services page.
  2. In the right-hand side column's selected service, view which other services your app is connected to.
  3. If connected to Business Manager, click View details to view all Google services connected to Business Manager.
    • Remove the connection by clicking Remove access.
  4. If connected directly to another Google service, view the last digits of the connected account.
  5. Remove the connection by clicking Remove access.

Data sharing

When you connect your Google services to Business Manager, some of the service's data is shared with Business Manager and other services connected to Business Manager.

Data shared from Business Manager

  • The name and ID of your Business Manager profile

Data shared from connected Google services

  • The name and ID of your Merchant Center account
    • Product titles, descriptions, videos and images that show on Google Search and Maps
  • The name and ID for your Google Ads account
    • Clicks and conversions from your campaigns, ads and ad groups
  • The name and address of your shop's Google Business Profile
    • Shop photos and performance metrics like calls, messages, asks for directions and clicks on your website
  • The name and ID for your Manufacturer Center account
    • Product feeds and attributes
  • The name and ID of your Google Analytics property
    • Conversions data
  • The name and ID of your Display & Video 360 account

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