Google rolls out Merchant Center for Agencies globally

Google is expanding Merchant Center for Agencies worldwide, giving agencies a centralized way to manage product data, diagnose issues and spot growth opportunities across multiple clients.

What’s happening. After launching in the U.S. and Canada, Merchant Center for Agencies is now rolling out globally to all agency users.

The tool is designed to help agencies manage merchant accounts at scale as product data becomes more critical to performance across shopping and discovery experiences.

Why we care. Managing product feeds across multiple clients has long been fragmented and time-consuming.

This update brings those workflows into one place — helping agencies monitor account health, fix issues faster and optimize product data more efficiently.

Zoom in. The platform introduces a unified dashboard that gives agencies a bird’s-eye view of all client accounts, including onboarding status and critical alerts.

Portfolio-wide diagnostics allow teams to quickly identify issues across accounts, filter by market or campaign type, and prioritise fixes based on potential impact.

What else. Agencies can also monitor store quality metrics and inventory health, including out-of-stock products, while managing promotions directly within the platform.

On the performance side, new insights help identify high-potential products with low visibility — which can then be tagged and prioritised in ad campaigns.

What to watch:

• How agencies integrate this into existing workflows
• Whether this reduces reliance on third-party feed management tools
• If more advanced optimisation features follow

Bottom line. Google is giving agencies a more scalable way to manage product data — turning Merchant Center into a more strategic performance tool, not just a feed repository.

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