Google introduces new Merchant Center agency roles

Google launched new Agency Admin and Standard roles within Merchant Center for Agencies this week, aiming to provide centralized control over client access and enhance security. Previously, agencies managed client access through individual user permissions, a process that was cumbersome for onboarding, offboarding, and general account management. The updated system links clients directly to an agency, allowing for easier management of permissions from a single location as team members change. Agency Admins will have full administrative privileges, including the ability to link and unlink client Merchant Center accounts, manage Standard users, and create custom labels for organizing client accounts. These custom labels can then be used to assign Standard users access to groups of accounts in bulk, streamlining the process of granting permissions. Standard users will have more restricted permissions, adhering to security best practices by limiting access to only necessary client accounts. This shift to a role-based structure is expected to reduce administrative overhead and improve the scalability and security of Merchant Center account administration for agencies managing multiple client portfolios.