Google rolled out two named permission tiers inside Merchant Center for Agencies in late June: an Agency Admin role with full administrative privileges and a Standard role limited to the client accounts each user actually needs. Search Engine Land reported the change on June 25.
The structural shift moves client linking from individual user accounts to the agency level. Admins can add or remove clients, manage Standard users, and create custom labels to group client accounts by brand, vertical, or team. The labels then drive bulk access assignment, replacing the previous one-account-at-a-time permission workflow.
Standard users operate under least-privilege constraints. They see only the client accounts their Admin has assigned to them, which reduces the blast radius of a compromised or departed employee.
For agencies running dozens of client Merchant Center accounts, the practical payoff is faster onboarding and offboarding: permission changes happen at the label or agency level rather than account by account. Audit the current user list before migrating so access assignments reflect today’s team structure, not inherited permissions from past account setups.
Reported by Search Engine Land (Anu Adegbola), published June 25, 2026.
