Google Merchant Center · Status at source date: Newsletter archive
Google Ads will auto-link to Merchant Centre: opt-out for advertisers who want isolation
Marcin Wsól has surfaced an upcoming Google Ads change: Google will automatically link Google Ads accounts to Merchant Center for advertisers running Shopping campaigns or product-feed-driven inventory. The auto-link enables product data and conversion flow between the two platforms, using the same mechanics as the YouTube auto-linking covered above.
What changed
If you don't want the link, you can opt out before the rollout.
The change matters most for advertisers with brand or data-isolation policies that deliberately keep Merchant Centre separate from Google Ads: typically agencies managing multiple clients in a single Merchant Centre, or in-house teams where the two surfaces are managed by different functional groups. Auto-linking would override that separation unless explicitly opted out.
Why it matters for advertisers
For you, this means agencies and in-house teams should audit current Google Ads × Merchant Centre link configurations before the auto-link rollout broadens. Particularly relevant for multi-client setups where unintended cross-linking could surface product data across accounts that should remain isolated.
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Google Ads will auto-link to Merchant Centre: opt-out for advertisers who want isolation
Marcin Wsól has surfaced an upcoming Google Ads change: Google will automatically link Google Ads accounts to Merchant Center for advertisers running Shopping campaigns or product-feed-driven inventory. The auto-link enables product data and conversion flow between the two platforms, using the same mechanics as the YouTube auto-linking covered above. If you don't want the link, you can opt out before the rollout.
The change matters most for advertisers with brand or data-isolation policies that deliberately keep Merchant Centre separate from Google Ads: typically agencies managing multiple clients in a single Merchant Centre, or in-house teams where the two surfaces are managed by different functional groups. Auto-linking would override that separation unless explicitly opted out.
For you, this means agencies and in-house teams should audit current Google Ads × Merchant Centre link configurations before the auto-link rollout broadens. Particularly relevant for multi-client setups where unintended cross-linking could surface product data across accounts that should remain isolated.
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