Google Merchant Center for Agencies adds new security controls

Google announced that Merchant Center for Agencies now includes admin‑level security controls and custom labeling, letting agency admins link or unlink client accounts and assign bulk access with role‑based permissions [2]. The changes aim to streamline agency workflows while bolstering protection of client product data, a priority for agencies handling dozens of merchant feeds.

New admin and standard roles

The update introduces two distinct user roles. Agency Admins receive full control to manage client connections, provision Standard users, and apply custom labels that group accounts by brand, vertical or team. Standard users are limited to viewing and editing only the client accounts assigned to them, reducing the risk of accidental data exposure. According to Google Ads liaison Ginny Marvin, these roles let agencies “grant and remove access to client accounts directly from one centralized place” [2].

How the controls compare to the prior setup

Previously, agencies used the Multi‑Client Account (MCA) structure, which required individual users to link each client manually. The new system replaces that with a single agency‑level link, cutting manual steps and enabling bulk actions. Custom labels add a layer of granularity absent from the older MCA, allowing agencies to organize accounts by multiple dimensions rather than a flat list. The shift mirrors Google’s broader push to consolidate management tools for large‑scale advertisers, as noted in a Ukrainian release describing the platform as an “updated version of the previous MCA” with streamlined processes [3].

Competitive and market implications

By tightening access controls, Google positions its Merchant Center as a more secure alternative to third‑party feed management solutions that often rely on shared credentials. Agencies handling extensive product catalogs can now enforce stricter data governance without sacrificing efficiency. This move may pressure competitors like Shopify’s Feed Management or Amazon’s Vendor Central to enhance their own role‑based permissions to retain agency clients.

What to watch

• Rollout timeline – Monitor Google’s support page for the official launch date of the new admin features.
• Agency adoption – Track announcements from major digital agencies about enabling the new controls across their client portfolios.
• Competitor response – Watch for updates from rival feed‑management platforms that could introduce comparable security roles.

The added security layers give agencies a clearer hierarchy for managing client data, but the real test will be how quickly firms adopt the new workflow and whether rivals match Google’s granular controls.