Benefits of integrating Google Analytics with Google Merchant Center
Auto-tagging
If you keep auto-tagging enabled, Google Analytics reports use the following dimension values to categorize Merchant Center traffic:
Source: Shopping Organic Listings
Source: Google
Medium: Organic
Campaign: Shopping Organic Listings
Default Channel Group: Organic Shopping
These dimension values let you understand how many users, sessions, and events originated from Google Merchant Center organic search clicks, as well as the number of clicks, conversions, and total revenue that can be attributed to organic search clicks.
Exporting conversion data
Google Analytics exports conversion data to Merchant Center. Conversion events for purchase and in_app_purchase that result from organic search clicks are exported from Google Analytics to Merchant Center and are available for use in Merchant Center reporting. Merchant Center conversion reporting uses the attribution model configured in the linked Google Analytics 4 property.
How to set up Google Merchant Center integration in Google Analytics 4
To set up the Google Analytics and Google Merchant Center link, you need to have the Editor role in Google Analytics or Admin access in Merchant Center.
Then go to the GA4 backend homepage, click Association in the lower left corner,
Then in the management interface on the right, click Merchant Center Association under Product Association, in the Association table, click Association, select your Merchant Center account, check and click Confirm, then click Next,
Confirm the configuration settings, under “Enable auto-tagging”, choose to enable auto-tagging for the Merchant Center account, or keep the original auto-tagging settings, then click Next, and finally check and submit. Now, your Google Analytics and Google Merchant Center accounts have been linked. After the link is created, it may take up to 24 hours for the data to start displaying.
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