Merchant Center Introduces Agency Admin and Standard Roles for Centralized Client Management
Create Agency Admin accounts and assign Standard users with custom labels to streamline client access.
Set up Agency Admin, link client accounts, create custom labels, and assign Standard users accordingly.
Summary
Google rolled out new Agency Admin and Standard roles in Merchant Center on 25 September 2025, allowing agencies to link client accounts directly to an agency rather than individual users. The update introduces custom labels that let Agency Admins organize client accounts by brand, vertical, or internal team, enabling bulk access management. Standard users receive limited permissions, restricting them to only the client accounts they need, which improves security and operational efficiency. The role‑based structure shifts client management to the agency level, reducing administrative overhead for onboarding, off‑boarding, and account management. Agencies can now grant or revoke permissions from a single centralized location, streamlining workflow and strengthening access controls.
Key changes
- Clients linked directly to an agency instead of individual users
- Custom labels for organizing client accounts by brand, vertical, or team
- Bulk access management for Standard users via labels
- Standard users receive limited permissions for security
- Centralized permission granting and revocation