Convert to an advanced account

Merchant Center supports advanced account setups that allow a single person or company to submit data feeds for multiple domains. Each client may have a distinct shop name and URL. Avoid submitting duplicate websites containing similar content to avoid account disapproval. Learn more about our policies on duplicate content

When you request advanced account setup, you may receive a new multi-client account (MCA). If this happens, your current Google Merchant Center account will become a sub-account of this MCA.

Advanced accounts are designed for the management of multiple sellers and domains at a large scale, such as marketplaces and multi-country retailers. If you want to connect your Google Account to multiple Merchant Center accounts, for example in order to manage their feeds, you can request to be added as a user by the respective account admin.

Note: If you plan to upload a large number of feeds or make frequent changes to your product data, it is strongly recommended that you use the Content API (instead of feeds) to directly upload your product data.

When to use an advanced account

Most users don't need an advanced account to get the most out of Merchant Center. However, they can be a huge benefit to other users. Those who should consider using an advanced account include:

  • Merchants with multiple brands

Merchants with multiple brands sell products online or in physical shops. They own multiple brands and sell products on multiple domains.

  • International retailers

International retailers sell products from one brand internationally on one or multiple domains, online or in physical shops.

  • Marketplaces

Marketplaces are platforms that enable merchants to associate their offer (including attributes like price and delivery speed) with a product that customers can buy. Marketplaces can be product-centric, seller-centric or both.

  • Advertising agencies

These agencies provide SEO consulting services to merchants and sometimes set up advertising campaigns on their behalf.

  • Channel partners

Channel partners enable merchants to list their product offers on different channels (like marketplaces and comparison shopping services) and typically also provide related services.

  • Shop builders

Shop builders are platforms that enable merchants to set up an online shop to list and sell products.


  1. Log in to your Merchant Center account.
  2. Click the tools icon Tools and setting menu icon [Gear] and then Account settings.
  3. On the 'Account settings' page, click Advanced account conversion.
  4. Click Request conversion.
    1. Note that this option is only available to account admins. If your account is already an advanced account, or is a sub-account in an advanced account, you won't be able to request conversion.
    2. Your request will be rejected if you have an existing account-level policy violation.
  5. Select the options that best describe your business. When you've made your choices, click Request.
  6. Click Request conversion.
  7. You will receive an email once this process has been completed. Check the status of your request by visiting the 'Account settings' page.
    1. Requests for marketplaces may take several days to be processed.

Verifying and claiming websites under a multi-client account as part of an advanced account setup

We recommend that MCA owners verify and claim a website URL with the parent account login email. Typically, the parent advanced account will need to verify and claim the top-level domain, for example

If the sub-account website URLs are sub-hosts or paths under the MCA-claimed URL tree:

After the parent advanced account has verified and claimed a URL, each sub-account can automatically inherit the claim and can set its website URL to any sub-host or path under the claimed URL tree.

If the sub-accounts span multiple websites:

There are three ways that you can verify and claim these website URLs, depending on how you're managing your advanced account and the domains:

  • If the parent account advanced account user manages the website URLs for each sub-account, the advanced account user can verify and claim each URL in the sub-account settings. This could be applicable to multi-brand merchants.
  • If the parent account advanced account user does not manage the website URLs for each sub-account, each sub-account can verify and claim their website within their respective Google Search Console accounts and share the verification status with the parent account advanced account user in Search Console. This may be applicable to agencies that are not web developers for their customer's websites. Read more about this process.
  • If a sub-account does not wish to share verification status with the parent account advanced account, you can add a website owner as a user of the sub-account. The website owner will then be able to verify and claim the URL for that sub-account in the sub-account settings. This may be applicable to agencies that manage their customers’ feeds.

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