Google Rolls Out Merchant Center Hub for Agencies

Google has made Merchant Center for Agencies generally available in the US and Canada, giving agency teams a dedicated dashboard to manage all client merchant accounts through a single login. The tool, announced through Google's Merchant Center Help Center, includes proactive diagnostics and merchandising tools that feed directly into Google Ads campaigns. A global pilot is also underway.

How Merchant Center for Agencies works

The dashboard consolidates all client Merchant Center accounts into one interface. Instead of logging in and out of individual client accounts, agency teams can monitor product feeds, resolve issues, and manage merchandising across their entire portfolio from a single view.

Proactive diagnostics surface critical alerts across all client accounts automatically. Rather than checking each account individually for feed errors, disapprovals, or policy violations, the system flags issues that need attention. Socium Media, a digital marketing agency that piloted the product, reported resolving monitoring tasks 50% faster with the consolidated view.

Merchandising opportunity tools identify actions agencies can take to improve product visibility, such as adding promotional pricing or optimizing product data. Those opportunities connect directly to Google Ads campaigns, so changes in Merchant Center translate into campaign performance without additional steps.

How to access the agency dashboard

Existing Merchant Center users can access the agency dashboard at merchants.google.com. New users can request an agency account by contacting Google. The tool requires accounts to be set up at the agency level rather than individual client level.

The product is separate from the standard Merchant Center interface. Agencies that currently manage client accounts through individual logins will need to set up agency-level access to use the consolidated dashboard and diagnostics features.

Where this fits in Google's commerce push

Merchant Center for Agencies is part of a broader effort by Google to make its commerce tools more central to how retail advertising operates. In November last year, the company also added a Creative Content section in Merchant Center for managing video assets and expanded Sale Event promotions for broader sales visibility.

Amazon's advertising console already supports multi-account management for agencies, and Meta Business Suite has offered agency-level account management for years. Google's addition of proactive diagnostics and merchandising tools that connect directly to Ads campaigns is designed to keep agencies operating within its commerce ecosystem as competition for retail ad budgets intensifies.