A freelancer needs to fix your feed by tomorrow, and you’re staring at the People and access page wondering which role to pick. This guide is for merchants and agencies who need to add users to Google Merchant Center accounts. By the end you’ll choose the right access level, add or remove people and avoid breaking website verification.
Go to Access and services, open the People and access tab, select Add person, enter their email address and choose admin or standard[1]. Give the lowest level that lets them do their job.
Prerequisite: you need admin access yourself. Admins can add, remove or edit people[1]. The person you’re adding needs an email address linked to a Google account[1].
Step 1: Pick the right Google Merchant Center access level
Decide the level before you type an email address. Google lists these access types[1]:
- Super admin: added at the business level through Business Manager, covered in Step 3[2].
- Admin: can add, remove or edit people.
- Standard: day-to-day work in the account, with limits.
- Read-only: can view what a standard user can, but not change it.
- Email-only access: no account access, but they receive emails based on their preferences.
- Performance and insights, YouTube Shopping affiliate program and API developer: more specialised types.
Now the limits, because they catch people out. Standard users can’t work with reports, view performance insights, enable programmes or link Google Ads accounts[1]. If your freelancer needs to connect Google Ads, standard won’t do it. Don’t jump straight to admin though. Ask exactly which task is blocked first.
Tip
If someone only needs to see what’s happening, use read-only. If they only need email updates, use email-only access.
Step 2: Add a user to Google Merchant Center
- Sign in to Google Merchant Center with an admin account.
- Open Access and services.
- Select the People and access tab.
- Select Add person.
- Enter the person’s email address.
- Choose the access level: admin or standard.
- Select Add user[1].
If you see an error, the email probably isn’t associated with a Google account[1]. Ask the person to create a Google account with that address, or give you the one they already use.
Good to know
One user can be added to up to 100 Merchant Center accounts[1]. That’s rarely an issue for a merchant, but agencies with large portfolios should keep it in mind.
Step 3: Add a Google Merchant Center super admin
Super admins are added differently. Open Business Manager, go to People and access, select Add person and choose Send invitation[2]. The invitation is valid for 7 days, so tell the person to watch their inbox[2].
Watch out
A new super admin doesn’t automatically get admin access to linked accounts[2]. If they need to work inside a specific account, add them there as well using Step 2.
Keep super admins to a minimum. This role is for the owner or one trusted person, not for every contractor.
Step 4: Handle access requests
Sometimes the request comes to you. Access requests from a Google Business Profile give standard permission by default and expire after 7 days[3]. Review them promptly. If you don’t recognise the requester, don’t approve it. If you do and standard is more than they need, approve it and then edit their access level.
Step 5: Set up access for an agency
Google recommends admin access for agencies[5]. That’s the official guidance, and it makes sense: they often need to link accounts and manage people. But it’s still your call. If your agency only manages feeds and diagnostics, ask what they specifically need and agree it in writing. Merchant Center for Agencies is available on a limited basis[5], so don’t assume your agency has it.
Diagnose before you grant. One reason an agency may ask for admin is to link Google Ads, which standard users can’t do[1]. If that’s the only reason, you could link the accounts yourself and keep them at standard.
Step 6: Control which emails people get
If people get too many alerts or none at all, check their email preferences. Each person can go to Settings, then General, then Personal preferences, then Email preferences[4]. Turn off what they don’t need. Admins can’t opt out of mandatory service announcements[4], so don’t be surprised if those keep arriving.
Step 7: Remove someone without breaking verification
Before you remove anyone, check that website verification isn’t tied to them[1]. If the person who verified your website leaves and you remove their access, your verification could be affected. Check it first.
- Check your website verification settings and see which person or method it relies on. If you can’t tell, assume it’s the person leaving.
- Re-verify using a method that doesn’t depend on that individual, or have another admin do it.
- Go to Manage, then Account Status.
- Select Remove person[1].
Make this part of your offboarding routine, not a one-off.
Common mistakes
- Giving admin to everyone. Admins can add, remove or edit people[1]. One careless click can lock out a colleague.
- Using a personal address for the main admin. If that person leaves, you may struggle to manage access. Keep at least two admins.
- Forgetting the 7-day windows. Super admin invitations and Business Profile requests expire[2][3].
- Removing the verifier first. See Step 7.
- Assuming a super admin can work in every linked account. They don’t automatically get admin access to linked accounts[2].
Access checklist
If you’d like a second pair of eyes on your account structure, see our Google Merchant Center work at https://oxfordimpulse.com/google-merchant-center/.
FAQs
How do I add a user to Google Merchant Center?
Open Access and services, select the People and access tab, then choose Add person. Enter their email, pick admin or standard and select Add user[1]. You need admin access to do this.
What is a Google Merchant Center super admin?
What’s the difference between admin and standard access?
Why does Merchant Center say the email isn’t associated with a Google account?
The address you entered isn’t linked to a Google account[1]. Ask the person to create one with that email or give you the address they already use for Google.
How long does a super admin invitation last?
It’s valid for 7 days[2]. If it expires, send a new invitation from Business Manager.
Does a new super admin get access to linked accounts?
No. A new super admin doesn’t automatically get admin access to linked accounts[2]. Add them to each account that they need to work in.
How do I remove a user from Google Merchant Center?
Can I give someone email-only access?
Yes. Email-only access gives no account access, but the person receives emails based on their preferences[1]. It suits colleagues who only need email updates.
How many accounts can one user be added to?
One user can be added to up to 100 Merchant Center accounts[1]. That mostly matters for agencies with big client lists.
Sources
- Google Merchant Center Help: Manage people and access levels in Merchant Center support.google.com
- Google Merchant Center Help: Manage your business as a super admin support.google.com
- Google Merchant Center Help: About Merchant Center access requests support.google.com
- Google Merchant Center Help: Change your Merchant Center email preferences support.google.com
- Google Merchant Center Help: Managing user access in Merchant Center for Agencies support.google.com
