Link your Merchant Center account and Google Analytics property

Linking your Google Analytics property to your Merchant Center account allows you to access Merchant Center-specific reporting or insights in Merchant Center and help in improving your performance.

Before you begin

You’ll need to have admin access to both your Google Analytics and Merchant Center account in order to link Google Analytics property to Merchant Center accounts. If you don't have admin access, you can ask the administrator to grant you access, or to link the accounts for you.

Instructions

Link an existing Google Analytics property with admin rights

To link Google Analytics property with admin rights, you can follow the steps outlined below.

Steps to link existing Google Analytics property with admin rights

Sign into your Merchant Center account.
Click on the Settings icon , under "Settings", click Conversion settings.
If you haven’t already enabled the "Auto-tagging" option, you need to enable it to link to Google Analytics. Learn more about auto-tagging
Select “Link Google Analytics Properties”.
Choose the option "Link existing property”(it’ll be selected by default).
- Select the right property ID, then click Next.
- Existing properties are linked individually, with a Terms of Service acceptance required for each linking.
- Properties with Google Analytics Classic may be shown but must be upgraded to Google Analytics 4 to allow linking.
If you can’t find the property that you wish to link, you can choose “Request to link your existing property manually.”
- Enter a valid property ID.
- The property will only be linked if it’s a Google Analytics 4 property and if you have admin rights on the Google Analytics account under which the property exists.
To accept the “Terms of Service,” review and click Accept.
After you accept, you should see the linked property in the “Conversions settings” page.

Create new Google Analytics property

To create a new Google Analytics property, you can follow the steps outlined below.

Create a new Google Analytics property if you already have a Google Analytics account

Sign into your Merchant Center account.
Click the Tools icon , then under "Settings," click Conversion settings.
If you haven’t already enabled the "Auto-tagging" option, you’ll need to enable it to link to Google Analytics. Learn more about auto-tagging
Select “Link Google Analytics properties”.
Select “Create new property”.
Click Next.
Under “Property details”, fill out the “Account name” and “Property name” fields.
- When there are more than two Google Analytics accounts available, choose only one.
- When there’s only one existing account, the “Account name” stays the same and isn’t editable.
- “Property name” defaults to Merchant Name, and is editable.
(Optional) Click Show advanced settings.
- “Time Zone” and “Currency” defaults to MC settings.
- “Data Stream” defaults to Web. Learn more about setting up Analytics for a website and/or app
- “Attribution Model” and “Conversion Window” are Google Analytics defaults and cannot be edited from MC. Learn more about attribution settings
Click Next.
To accept the “Terms of Service,” review and click Accept.
Install the global site tag and event snippet in the code your page uses.
- Both instructions for web data stream and app data stream setup will be outlined on the screen.
Click Next.

Steps to create a new Google Analytics property if you don’t yet have a Google Analytics account

Sign in to your Merchant Center account.
Click the Tools icon , then under "Settings", click Conversion settings.
If you haven’t already enabled the "Auto-tagging" option, you’ll need to enable it to link to Google Analytics. Learn more about auto-tagging
Select “Link Google Analytics properties”.
Select “Create new property“.
A Google Analytics account is required to be created under which the Google Analytics property is created, so a Google Analytics account will be automatically created with the new property. You can edit the name of the account if you wish.
Enter your “Property name.”
(Optional) Click Show advanced settings to update timeZone, currency, country and language settings for the account:
- “Time zone”, “language”, “country” and “currency” defaults to Merchant Center settings.
- “Data Stream” defaults to Web. Learn more about setting up Analytics for a website or app
- “Attribution Model” and “Conversion Window” are Google Analytics defaults and cannot be edited from MC. Learn more about attribution settings
(Optional) Update data sharing settings from the Google Analytics default settings.
Click Next.
To accept the “Terms of Service,” review and click Accept.
Install the global site tag and event snippet in the code your page uses. Both instructions for web data stream and app data stream setup will be outlined on the screen. Learn more about setting up Analytics for a website and/or app
Click Next.

Note: Clicking “What’s next” will provide additional information about how to verify that the tag has been set up correctly, and what can be expected (for example, wait times, possible issues). You should see the newly created property under the “Conversions settings” page.