Here’s how to link Merchant Center to Google Analytics 4

Kaushal Thakkar is the Founder and MD of Infidigit. He has developed award-winning search strategies for various organizations, ranging from large enterprise and e-commerce websites to small and medium-sized businesses. Before Infidigit, he was leading digital marketing, product, and eCommerce initiatives at Myntra (a Walmart Company), Times Group, ICICI Group, Tata Group. Being an engineer and product manager in his earlier days, he loves to hack growth for websites via technical SEO strategies. He is a speaker at various forums and a Pro bono guest lecturer on Organic Search, Digital Marketing, Analytics & eCommerce. In X @

Here’s how to link Merchant Center to Google Analytics 4

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    Google now lets you track conversions from free product listings in Google Analytics 4

    In order to see the conversion data, you’ll have to link your Merchant Center to your respective Google Analytics property.

    Following are the two easy steps to get started:

    Step 1: Enable Auto-Tagging in Merchant Center

    Google states that auto-tagging must be enabled in order to track conversion data in Google Analytics 4. Auto-tagging is a feature that allows you to use third-party tracking tools like Google Analytics to track conversions for your free product listings. For the Merchant Center, currently, you only track conversion data of listings on the Google Shopping tab.

    Here’s how to turn on “Auto-tagging” for Merchant Center:

    a. Log in to your Merchant Center account

    b. Navigate to “Settings” and click on “Conversion settings”

    Conversion settings in Merchant Center

    c. Enable the auto-tagging switch

    Enable auto-tagging in Merchant Center

    Step 2: Connect Merchant Center account to GA4

    Once you enable the Auto-tagging feature in Merchant Center, you will now see an option to link to the respective Google Analytics property. The option is present on the “Conversion Settings” page. (Refer to above steps to get to the page)

    Link Google Analytics to Merchant Center

    Select the respective GA4 property that you want to connect to. Viola! You can now track conversions from free listings in Google Analytics.

    Once you have successfully linked Merchant Center to Google Analytics 4, you should see it under “Product Links” in your Google Analytics “Property” settings.


    Image credits: Charles Farina

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    Here’s how to link Merchant Center to Google Analytics 4