Google Analytics 4 (GA4) has replaced Universal Analytics (UA). Starting on July 1, 2024, you will lose access to Universal Analytics data in your account, the API, and in Google Ads. If you haven't completed the migration, go to the Setup Assistant to get started with 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
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
From Key event setup
- In your Merchant Center, click Settings
in the left navigation menu.
- Select General
- Click Key event setup tab.
- 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 key event source.
- Select "Google Analytics".
- Click the pop-out “Go to Google Analytics” and follow the linking steps.
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
From Apps and services
- In your Merchant Center, click Settings
in the left navigation menu.
- Select Access and services.
- Select Apps and services.
- In the list of services, you can view the Google Analytics property linked to your Merchant Center.
From Key event setup
- In your Merchant Center, click Settings
- Select General.
- Click Key event setup tab.
- In this tab, you can view the Google Analytics property linked to your Merchant Center.
From Apps and services
- In your Business Manager account, on the "Apps and services" tab, you can find the Google Analytics property linked to your Merchant Center.
Remove Merchant Center access to your Google Analytics property
From Apps and services
- In your Merchant Center, click Settings
- Select Access and services.
- Select Apps and services.
- From the list of apps and services, choose the Google Analytics property that you want to unlink.
- Click on Google Analytics, then click Remove access from the side bar.
From Key event setup
- In your Merchant Center, click Settings
- Select General.
- Click Key event setup tab.
- Find the Google Analytics property and click Remove access in the "Actions" column.
- Review the runlinking request and confirm by clicking Remove access.
From Apps and services
- Sign into your Business Manager account.
- From the list of apps and services, choose the Google Analytics property that you want to unlink.
- Click on Google Analytics, then click Remove access from the side bar.
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