Google Analytics 4 (GA4) has replaced Universal Analytics (UA). Starting 1 July 2023, standard Universal Analytics properties stopped processing data. (360 Universal Analytics properties with a current order will receive a one-time processing extension ending on 1 July 2024.) It's critical that you migrate your Universal Analytics property to Google Analytics 4. Learn how to Make the switch to Google Analytics 4.
Linking your Google Analytics property to your Merchant Center account allows you to send conversion details from Google Analytics to Merchant Center, enabling specific reporting or insights in Merchant Center.
On this page
Before you begin
Note: To link Merchant Center to Google Analytics, you need to have
editor access to your Google Analytics property and
admin access to the Merchant Center account. If you don't have the right access level, contact your admin to grant access or link on your behalf.
Learn more about [GA4] Access and data-restriction management.
Instructions
To link to an existing Google Analytics property, refer to the section about creating links in Analytics in the article about Google Merchant Center integration.
Link Google Analytics to Merchant Center
In your Merchant Center
From conversion settings
In your Merchant Center, click the Settings and tools icon 
.
Select Conversion settings.
If you haven't already enabled the 'Auto-tagging' option, enable it to link to Google Analytics. Learn how to Set up auto-tagging in Merchant Center.
Click Add conversion source.
Select 'Google Analytics'.
Click the pop-out 'Go to Google Analytics' and follow the linking steps.
In your Business Manager
From Apps and services
In your Business Manager, click Apps and services.
Under 'Google services', click Add service.
Select 'Google Analytics'.
Click the pop-out 'Go to Google Analytics' and follow the linking steps.
To view the linked Google Analytics property
In your Merchant Center
From Apps and services
In your Merchant Center, click the Settings and tools icon 
.
Select Apps and services.
Under the 'Google apps' tab, you can view the Google Analytics property linked to your Merchant Center.
From conversion settings
In your Merchant Center, click the Settings and tools icon .
Select Conversion settings.
In this tab, you can view the Google Analytics property linked to your Merchant Center.
In your Business Manager
From Apps and services
In your Business Manager account, under 'Google services', you can find the Google Analytics property linked to your Merchant Center.
Remove Merchant Center access to your Google Analytics property
In your Merchant Center
From Apps and services
In your Merchant Center, click the Settings and tools icon .
Select Apps and services.
Under the 'Google apps' tab, choose the Google Analytics property that you want to unlink.
Under the 'Actions' column, click Delete connection.
From conversion settings
In your Merchant Center, click the Settings and tools icon .
Select Conversion settings.
Choose the Google Analytics property and click Unlink.
Review the runlinking request and confirm by clicking Remove access.
In your Business Manager
From Apps and services
Sign in to your Business Manager account.
Under 'Google services', choose the Google Analytics property that you want to unlink.
Under the 'Actions' column, click Delete connection.
Data sharing
When you connect your Google Analytics to Merchant Center, some of your data is shared between them.
Data shared from Merchant Center
- Merchant Center name and ID
Data shared from Google Analytics
- Google Analytics name and ID
- Conversions
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