Google Merchant Center · Status at source date: Newsletter archive
Merchant Centre agency account conversion request workflow goes live
Google Merchant Centre has documented a new agency account conversion request workflow, giving agencies a structured path to convert legacy Merchant Centre accounts into the unified agency account model. The workflow lets agencies submit conversion requests for client accounts they manage, and Google reviews and processes each request to align the account with the current agency account architecture.
This update uses a PMC cover because no suitable source image was available when checked on 8 Sept 2026. Available source and video links are retained.
What changed
The structural significance is that Merchant Centre has been migrating toward a unified agency account model for the past 18 months, and many agencies still operate legacy structures that predate the current setup. The conversion request workflow gives these agencies a sanctioned path forward rather than forcing wholesale account rebuilds.
Why it matters for advertisers
For you, this means agencies managing multiple client Merchant Centre accounts should audit which accounts are still on legacy structures and submit conversion requests where applicable. Worth treating as a 2026 housekeeping priority: particularly relevant for agencies expanding their Merchant Centre client base, where the new agency account architecture offers cleaner management surfaces.
Perspective from the original PMC newsletter.Sources & contributor credit
- Newsletter coverage · Paid Media Collective newsletter
Original newsletter text, contributor labels and media for this update.
- Source referenced in newsletterGoogle Merchant Centre Help
Linked from the original newsletter. The source publication date has not been independently confirmed.
Original creator unverified
The original creator has not yet been verified. Newsletter curation and publication do not establish original authorship.
Attribution evidence and limitations
Full attribution review pending.
A source link alone does not establish original authorship.
Original image and video creators have not yet been verified.
- Published on this site
This update reflects the dated source reporting. Availability may have changed. Further coverage of this same development will be added to this page.
Original newsletter text and archive evidence
Merchant Centre agency account conversion request workflow goes live
Google Merchant Centre has documented a new agency account conversion request workflow, giving agencies a structured path to convert legacy Merchant Centre accounts into the unified agency account model. The workflow lets agencies submit conversion requests for client accounts they manage, and Google reviews and processes each request to align the account with the current agency account architecture.
The structural significance is that Merchant Centre has been migrating toward a unified agency account model for the past 18 months, and many agencies still operate legacy structures that predate the current setup. The conversion request workflow gives these agencies a sanctioned path forward rather than forcing wholesale account rebuilds.
For you, this means agencies managing multiple client Merchant Centre accounts should audit which accounts are still on legacy structures and submit conversion requests where applicable. Worth treating as a 2026 housekeeping priority: particularly relevant for agencies expanding their Merchant Centre client base, where the new agency account architecture offers cleaner management surfaces.
Source captured . No explicit first-contributor label was provided for this update.
