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Watch the Video Tutorial:
How to Link Merchant Center with Google Analytics
1) Login to your Google Merchant Center
2) Click on the gear icon (top-right-hand side)
3) Select Apps and services
4) Click on Add service
5) Select Google Analytics and click Next
6) Select your Google Analytics account
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Frequently Asked Questions on How to Link Merchant Center with Google Analytics
Can I link Google Merchant Center directly with Google Analytics 4?
Yes, simply navigate to Admin, Product Links and select Merchant Centre Links.
How do I track product-level performance for Merchant Center items?
Enable Enhanced Ecommerce in GA4 and pass item_id, item_name, and category. GA4 matches these IDs with the product IDs in Merchant Center.
Why aren’t my Merchant Center items showing in GA4’s Items report?
GA4 only displays products that users actually view on your site. If item IDs don’t match or tracking isn’t implemented, GA4 can’t recognise them.
Can GA4 measure conversions from Shopping campaigns created in Merchant Center?
Yes, once GA4 and Google Ads are linked, key events sync automatically. Google Ads then attributes conversions from Shopping and PMax campaigns.
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