Google expands conversion tracking for Merchant Center

Google Merchant Center will soon track conversion events beyond those attributed to clicks on Shopping free listings, including conversions from Search web results and other sources.

Why it matters. This change aims to provide merchants with more comprehensive performance data and optimize the Google shopping experience.

Key details:

• The update will roll out in the coming months.
• It expands conversion tracking to include all conversions from merchants’ websites.
• Google will use this data to optimize shopping search experiences and improve its products and services.

How it works. The expanded tracking will automatically apply to merchants using Google Merchant Center.

Opt-out options:

• Disable the conversion setting in Merchant Center
• Turn off the setting in the Google & YouTube channel app on Shopify
• Unlink Google Analytics and Merchant Center accounts

First seen. This update was first seen on Search Engine Land Contributor Menachem Ani’s X. He shared the email he got:

The big picture. This move reflects Google’s efforts to provide more comprehensive data to merchants while also improving its own shopping-related services.

What to watch. How this expanded data collection will impact merchants’ ability to optimize their listings and overall performance on Google’s platforms.