Convert to an advanced account

A Merchant Center advanced account setup allows a single person or company to submit data feeds for multiple domains at a large scale and submit data feeds for multiple domains. Each client may have a distinct store name and URL. Avoid using duplicate websites containing similar content which could lead to account disapproval. Learn more about our policies on duplicate content.

When you convert to an advanced account setup, you will receive a new multi-client account (MCA).

How to convert to an advanced account setup


  • You must be an account admin to convert to an advanced account setup.
  • If your account is already a multi-client account, or is a sub-account in a multi-client account, you won’t be able to request conversion.
  • Your request will be rejected if you have an existing account-level policy violation.


  1. Log in to your Merchant Center account.
  2. Click the tools icon Tools and setting menu icon [Gear] and then Account settings.
  3. In the “Account settings” page, click advanced account conversion.
  4. Click Request conversion.
  5. Select the options that best describe your business. For business definitions go to When to use an advanced account setup below.
  6. Click Request conversion.

 What you can expect

  • You can check the status of your request by visiting the “Account settings” page.
  • Requests may take several days to process. You will receive an email once this process is complete.
  • When you request an advanced account setup, you will receive a new multi-client account (MCA), and your current Google Merchant Center account will become a sub-account of this MCA. You can verify and claim websites under your multi-client account by following the steps below.

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 to directly upload your product data.

Why convert to an advanced account setup

An advanced account setup is designed for the management of multiple sellers and domains at a large scale, such as marketplaces and multi-country retailers. Most users don’t need an advanced account setup to get the most out of Merchant Center.

Note: 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.

Those who should consider using an advanced account setup include the below merchants:

  • Merchants with multiple brands: Merchants with multiple brands sell products online, or in physical stores. 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 stores.
  • Marketplaces: Marketplaces are platforms that enable merchants to associate their offer (including attributes like price and delivery speed) with a product 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.
  • Store builders: Store builders are platforms that enable merchants to set up an online store to list and sell products.

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

We recommend MCA owners verify and claim a website URL with the parent account login email of the advanced account setup. Typically, the parent MCA 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 MCA setup 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 3 ways that you can verify and claim these website URLs depending on how you’re managing your MCA and the domains:

  • If the parent MCA user manages the website URLs for each sub-account, the MCA user can verify and claim each URL in the sub-account settings. This could be applicable to multi-brand merchants.
  • If the parent MCA 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 MCA 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 MCA, 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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