Google introduces new Merchant Center agency roles

Google is rolling out new Agency Admin and Standard roles in Merchant Center for Agencies, giving agencies more centralized control over client access while improving security and operational efficiency.

What’s new: Clients are now linked directly to an agency rather than individual users. This allows agencies to manage client access from a single centralized location, making it easier to grant or revoke permissions as team members join or leave.

The update also introduces custom labels, enabling Agency Admins to organize client accounts by categories such as brand, business vertical or internal team. Those labels can then be used to assign Standard users access to groups of accounts in bulk, eliminating the need to configure permissions one account at a time.

Why we care. Agencies managing multiple Merchant Center accounts have often relied on user-level permissions, making onboarding, offboarding and account management more cumbersome. The new role-based structure shifts client management to the agency level, reducing administrative overhead and strengthening access controls.

How it works. Agency Admins receive full administrative privileges within the Merchant Center agency account. They can:

• Link and unlink clients’ Merchant Center accounts.
• Add, remove and modify Standard users.
• Manage Standard users’ access to client accounts.
• Create and manage custom labels for organizing clients.

Standard users receive more limited permissions, helping agencies follow security best practices by restricting access to only the client accounts they need.

Bottom line. For agencies managing large client portfolios, centralized client linking, bulk access management and customizable account labels should reduce manual work while making Merchant Center account administration more secure and scalable.

Dig deeper. Managing user access in Merchant Center for Agencies