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.

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About the author

Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.


Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 


She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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