Linking apps and services in Business Manager

In Business Manager, click in to your Apps and services page to connect your different Google apps and services to each other to power your marketing campaigns, increase your reach, track conversion and smoothly share product data.

On this page

View connected services in Business Manager

In order to view connected services in Business Manager, you must have access to at least one service that is connected to the Business Manager profile.

  1. Under 'Google services', click on a service (i.e. Merchant Centre, Google Ads). A column will appear on the right-hand side. Click Apps and services page.
  2. In the right-hand side column's selected service, view which other services your app is connected to.
  3. If connected to Business Manager, click View details to view all apps connected to Business Manager.
  4. If connected directly to another Google service, view the last digits of the connected account.

Add new connections in Business Manager

Note: You must be a super admin to link an app to your Business Manager profile. However, you can link some Google services directly to Merchant Centre as long as you have the highest access to the services. For example, you must be the admin in Google Ads or owner in Google Business Profile.

To get started, follow these steps:

  1. Under 'Google services', click Add service.
  2. Select the Google service that you'd like to establish a connection with:
    1. Google Merchant Centre
    2. Google Ads
    3. Google Business Profile
    4. Google Analytics
    5. Google Manufacturer Centre
    6. Display & Video 360
    7. YouTube

Google Merchant Centre

Link Google Merchant Centre to Business Manager

  1. Go to Access and services in the left navigation menu.
  2. Select Apps and services tab.
  3. Click the Add service button.
  4. Select Google Merchant Centre and click Next.
  5. Select the accounts that you want to link and click Next.
  6. Click Link to Business Manager.

Benefits

  • Show products from multiple Merchant Centre accounts in Google Search and Maps
  • Promote products from multiple Merchant Centre accounts
  • People with super admin access to Business Manager will have admin access to Merchant Centre

Google Ads

New Google Ads account

To link your Business Manager to a newly created Google Ads account, select New account.
  1. Fill in the following fields:
    1. Google Ads account name
    2. Country
    3. Time zone
    4. Currency
  2. Once completed, click Link to successfully link your new Google Ads account to your Business Manager profile.

Existing Google Ads account that you manage

To link your Business Manager to an existing Google Ads account that you have admin access to, select Your account.

  1. Select a Google Ads account from the list of Google Ads accounts, then click Next.
  2. On the next screen, click Link to successfully link your new Google Ads account to your Business Manager profile.
    1. If you want to only link your new Google Ads account to your Merchant Centre account, click Link to Merchant Centre only.

Existing Google Ads account that you don't manage

To link your Merchant Centre account to an existing Google Ads account that you are not an admin of, select Account that you don't manage.

  1. Enter the Google Ads customer ID.
  2. On the next screen, click Link to send an email approval request to the Google Ads admin.
  3. The Google Ads admin will need to approve the linking request in Google Ads.
  4. Once the linking request has been approved, your Merchant Centre and Google Ads accounts will be connected.
Note: Ensure that you have admin access in the Google Ads account to initiate or approve an account linking request.

Connecting a payments profile

  1. During the process of linking your Google Ads account, you can manage your billing by either adding an existing payments profile or creating a new one directly in Business Manager.
  2. By enabling this, you and other super admin users can reuse the payments profile for any Google Ads accounts linked in your Merchant Centre or Business Manager.
  3. You can manage and unlink your payments profiles under your payments profile tab in Business Manager.

Note: Only super admins can link a payments profile to Business Manager, but reusing the payments profile can be carried out by both super admins and users who have direct access to the payments profile.

Benefits

  • Create ad campaigns in Merchant Centre.
  • Run local inventory ads, Shopping campaigns and remarketing campaigns for products listed in data sources.

Google Business Profile

Note: You can add multiple shops from your Google Business Profile to the same Merchant Centre account, as well as add and manage the same shop to multiple Merchant Centre accounts. However, the same shop cannot be linked to multiple Business Manager profiles.

To get started, you can also begin linking steps by selecting the 'Shops' tab and clicking 'Add profile'.

New Google Business Profile

To link your Business Manager to a newly created Google Business Profile, select New profile and click Create Business Profile

  1. Complete the steps on the following pages to complete creation and linking steps.

Existing Google Business Profile that you manage

To link your Business Manager to an existing Google Business Profile that you have owner access to, select Your profile.

  1. Select a shop from the list of shops that shares the same brand, then click Next.
  2. On the next screen, click Link to successfully link your Google Business Profile account to your Business Manager profile.

Existing Google Business Profile that you don't manage

To link your Merchant Centre to a shop in a Google Business Profile that you are not an owner of, select Profile that you don't manage.

  1. Enter the Google email address of the Google Business Profile owner and click Next.
  2. On the next screen, click Send request.
  3. The Google Business Profile owner will need to approve the linking request in Google Business Profile.
  4. Once the linking request has been approved, your Merchant Centre and Google Business Profile accounts will be connected.

Benefits

  • Manage and show your local products in ads or free listings
  • Manage Business Profile information through your Merchant Centre
  • Manage people's access to your shops via Business Manager

Google Manufacturer Centre

After you've linked both the accounts, the product data of verified brands in your Google Manufacturer Centre is synced with your Merchant Centre on a daily basis. You can sync multiple feeds from Merchant Centre to your Google Manufacturer Centre in a unique feed. Supplemental feeds and feed rules present in Merchant Centre are also applied to synced products in Google Manufacturer Centre.

New Google Manufacturer Centre account

To link your Merchant Centre to a newly created Google Manufacturer Centre account, select New account.
  1. Click Go to Google Manufacturer Centre in order to complete creation and linking steps.

Existing Google Manufacturer Centre that you manage

To link your Merchant Centre to an existing Google Manufacturer Centre that you have owner access to, select Your account.

  1. Select an account from the list of accounts, then click Next.
  2. On the next screen, click Link to successfully link your Google Manufacturer Centre account to your Merchant Centre.

Existing Google Manufacturer Centre account that you don't manage

To link your Merchant Centre account to a Google Manufacturer Centre account that you are not an admin of, select Account that you don't manage.

  1. Enter the Google Manufacturer Centre ID and click Next.
  2. On the next screen, click Send request.
  3. The Google Manufacturer Centre admin will need to approve the linking request in Google Manufacturer Centre.
  4. Once the linking request has been approved, your Merchant Centre and Google Manufacturer Centre account will be connected.

Benefits

  • Show up-to-date product details to customers
  • Expand your brand reach on Google

Google Analytics

New Google Analytics property

To link your Merchant Centre account to a newly created Google Analytics account, select New property.

  1. Click Go to Google Analytics in order to complete creation and linking steps.

Existing Google Analytics property that you manage

To link your Merchant Centre to your Google Analytics property that you have editor access to, select Your property.

  1. Select a property from the list of Google Analytics properties, then click Next.
  2. Once completed, click Link to successfully link your Google Analytics property to your Merchant Centre account.

Benefits

  • View conversion metrics for your property in Merchant Centre
  • View how your products perform with detailed conversion reports

Display & Video 360

Once you've linked your Merchant Centre account, all of the information in your product data feed will be accessible in Display & Video 360 for creating product-level Dynamic Remarketing creatives. Your product data will be read-only in Display & Video 360, so you'll continue to make updates to this data directly in Merchant Centre.

New Google Display & Video 360 account

To link your Merchant Centre account to a newly created Google Display & Video 360 account, select New account.

  1. Click Go to Google Display & Video 360 in order to complete creation and linking steps.

Existing Google Display & Video 360 account that you manage

To link your Merchant Centre account to your Google Display & Video 360 account that you have access to, select Your account.

  1. Enter the Google Display & Video 360 customer ID and click Next.
  2. On the next screen, click Send request.
  3. Your Google representative will need to approve the linking request.
  4. Once the linking request has been approved, your Merchant Centre and Google Display & Video 360 accounts will be connected.

Benefits

  • Promote your products on YouTube using information from Merchant Centre

YouTube

The following steps connect your eligible YouTube channel to your Business Manager profile. If you want to connect your Merchant Centre account to your YouTube channel in order to promote your products on YouTube, get started with onboarding onto the YouTube shop programme in YouTube Studio.

Note: You can add multiple YouTube channels to the same Business Manager profile. However, the same YouTube channel cannot be linked to multiple Business Manager profiles.

Existing YouTube channel that you manage

To link your Business Manager to an existing YouTube channel that you have access to, select Your account.

  1. Select a channel from the list of channels that shares the same brand, then click Next.
  2. On the next screen, click Link to Business Manager to successfully link your YouTube channel to your Business Manager profile.

Benefits

  • Promote your videos with your connected Google Ads account
  • Show ads to people who visit your channel and get performance reports on how people interact with your channel after they view your ads
  • Use your YouTube channel data to power video insights and experiences in Merchant Centre

Shopify

The following steps connect your Shopify account to your Business Manager profile.

  1. Go to Settings in the left navigation menu.
  2. Select Access and services.
  3. Go to the Apps and services tab and click Add service.
  4. Select Shopify and click Next.
  5. Click Go to Shopify.
Note: All the steps and actions that need to be taken within the Shopify app remain the same.

Learn more about connecting Shopify to Google and YouTube.

Benefits

  • Get your products listed for free across Google surfaces like Search, Shopping and Maps.
  • Create and optimise Google Ads campaigns, including Performance Max, directly from Shopify.
  • Sell products directly from YouTube videos, Shorts and live streams, turning viewers into shoppers via the YouTube Shopping affiliate programme.
  • Easily set up conversion tracking and integrate with Google Analytics for deeper insights into customer behaviour and ad effectiveness.

Remove connected services in Business Manager

Note: You must be an admin to remove links between Google services.

  1. Under 'Google services', click on a service (i.e. Merchant Centre, Google Ads). A column will appear on the right-hand side. Click Apps and services page.
  2. In the right-hand side column's selected service, view which other services your app is connected to.
  3. If connected to Business Manager, click View details to view all Google services connected to Business Manager.
    • Remove the connection by clicking Remove access.
    • If your Google Ads account was automatically linked to your Business Manager profile and previously had a Merchant Centre account linked to it, Google will restore the previous link.
  4. If connected directly to another Google service, view the last digits of the connected account.
    • Remove the connection by clicking Remove access.

Change your business group

  1. In Business Manager, on the left, click Apps and services.
  2. Under 'Google services', select the Google Business Profile linked to the shops that you want to change. A column will then appear on the right-hand side.
  3. Click Change business group.
  4. Select the new business group from the pop-up menu.
  5. Click Save.

Learn more about business groups.

Data sharing

When you connect your Google services to Business Manager, some of the service's data is shared with Business Manager and other services connected to Business Manager.

Data shared from Business Manager

  • The name and ID of your Business Manager profile

Data shared from connected Google services

  • The name and ID of your Merchant Centre account
    • Product titles, descriptions, videos and images that show on Google Search and Maps
  • The name and ID for your Google Ads account
    • Clicks and conversions from your campaigns, ads and ad groups
  • The name and address of your shop's Google Business Profile
    • Shop photos and performance metrics like calls, messages, asks for directions and clicks on your website
  • The name and ID of your Manufacturer Centre account
    • Product feeds and attributes
  • The name and ID of your Google Analytics property
    • Conversions data
  • The name and ID of your Display & Video 360 account
  • The title and handle of your YouTube channel
    • View counts, data segments, engagement data and other public channel and video-level data

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