New Agency Roles in Merchant Center

Merchant Center for Agencies is introducing Admin and Standard roles to simplify account management and strengthen security.

Agency Admins have full control to link or unlink client accounts, manage Standard users’ permissions, and organize clients with custom labels by brand, vertical, or team. Standard users receive access only to the client accounts they need.

This creates a more centralized, scalable, and secure way for agencies to manage multiple clients.