Google updates Merchant Center with cross-platform reporting

Google is updating Merchant Center performance reporting to align metrics more closely with Google Ads and YouTube, giving merchants a more consistent view of how products perform across Google’s platforms.

The changes, which begin rolling out on August 24, include new traffic classifications, expanded product-level reporting and future segmentation tools.

What’s happening. One of the biggest changes is the separation of YouTube affiliate traffic from standard organic traffic.

Traffic generated through YouTube creators participating in Google’s affiliate program will now appear under a new “YouTube affiliate” traffic category instead of “Organic.” Google says the change will provide a clearer picture of free listings performance, although advertisers may see a one-time drop in reported organic traffic when the update takes effect. Historical data dating back to July 1st will also be updated.

Google is also revising how organic YouTube clicks and impressions are measured to better align with YouTube’s reporting definitions, another change that could reduce reported organic traffic.

Reporting expands. Merchant Center’s product-level reporting is also getting broader coverage.

Performance reports will now include data from all Google Ads channels and formats, including Performance Max, Video, App and Demand Gen campaigns. As a result, advertisers may notice a one-time increase in metrics such as impressions and clicks as more campaign data becomes available.

Google also confirmed it plans to introduce a new Network reporting dimension in the future, allowing merchants to segment performance by Google network in a way that’s similar to Google Ads.

Why we care. While some merchants may initially see shifts in their reporting, the updates should make it easier to understand where product performance is coming from and compare results across Google’s advertising and organic surfaces.

The expanded product reporting also gives retailers a more complete view of how products perform across different campaign types without switching between platforms.

Bottom line. Merchant Center reporting is becoming more consistent with Google Ads and YouTube, giving advertisers richer cross-channel insights while introducing new traffic classifications that may temporarily change reported performance metrics.