Google Merchant Center provides a centralized platform for businesses to manage their product data and make items discoverable in Google Shopping, Ads, and other properties.
Sub-accounts serve an important function within this ecosystem. They allow administrators to organize multiple product feeds, segment campaigns, and manage diverse product lines under a single overarching structure - often called a Multi-Client Account (MCA).
This explanation covers what a sub-account is, its uses, and how it fits into broader e-commerce and advertising strategies.
It also explains why many businesses choose to use sub-accounts and how they can get the most out of them through smart planning.
What Is a Sub-Account in Google Merchant Center?
A sub-account is an individual container within Google Merchant Center that sits under a primary or "parent" account, typically in an MCA setup. Each sub-account has its own:
This structure allows each sub-account to remain distinct while still being managed from a central point of control.
Sub-accounts let you divide inventory by region, brand, branch, product line, or any other logical segment without requiring separate Merchant Center logins for each.
Businesses with large-scale operations, agencies handling multiple clients, and advertisers managing multiple brands use sub-accounts to keep data organized.
Google Merchant Center treats these sub-accounts as unique sources of product data, meaning each one has its own feed processing, its own set of policy rules, and its own performance metrics.
Why Use Sub-Accounts?
Some organizations ask why sub-accounts are necessary if a single Merchant Center account can hold many products.
The answer often comes down to better control and clarity.
Key Differences from Main (Individual) Accounts
The term "main account" often refers to a standalone Merchant Center account without sub-accounts.
In contrast, an account with sub-accounts typically falls under an MCA structure.
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| Aspect | Standalone Account | Sub-Account Under MCA |
|--------------------------|-------------------------------------|--------------------------------------------------------|
| Ownership | Associated with one business entity | Linked to a central MCA, yet represents a single brand or segment |
| Data Management | Single feed or multiple feeds grouped together | Separate feeds unique to the sub-account |
| User Access | One set of user permissions | Controlled independently for each sub-account |
| Reporting and Metrics | Consolidated for the entire account | Separated per sub-account |
| Resource Sharing | Limited to that account alone | Shared resources (e.g., shipping settings) can be inherited or specified |
| Setup Requirements | Requires a new sign-up | Created inside the MCA without a separate registration |
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Setting Up a Sub-Account
Setting up a sub-account requires an MCA.
Once the MCA is in place, sub-accounts can be created quickly.
The general steps are:
When these steps are complete, the sub-account functions independently within the overarching MCA structure.
Each sub-account can connect to Google Ads or other Google properties, as permitted by the MCA’s administrator.
Sub-Accounts in the Larger E-Commerce Context
In many online business scenarios, product feeds need specific configurations.
Different markets have their own tax regulations, shipping carriers, and advertising compliance rules.
Some businesses operate in a decentralized manner and prefer each geographical area to handle its own product data.
Sub-accounts provide a balanced solution between managing everything in one large feed (which might become tangled with approvals and errors) and operating entirely separate Merchant Center accounts (which would require extra administrative work).
By separating product sets, sub-accounts help reduce complications.
They also simplify adding new markets or brands since setting up another sub-account is quicker than starting a new Merchant Center account from scratch.
Use Cases for Sub-Accounts
Common Pitfalls and How to Avoid Them
Real-World Examples in Product Feeds
Example 1: Regional Separation
A retail brand offers clothing in both the United States and Europe.
Although the product lines might be similar, tax rates, shipping providers, and currency differ.
By using two sub-accounts, each region gets a feed in the appropriate currency with suitable shipping costs, ensuring local rules are followed and advertising displays correct pricing.
Example 2: Multi-Brand Scenario
A large company owns three distinct fashion labels - each with its own style and price range.
Sub-accounts keep each label's product listings separate so that each brand’s promotional strategy and ad performance data are clear.
Each label can run its own campaigns, track its own data, and set shipping rules specific to its needs.
Example 3: Testing a New Product Line
A company planning to introduce an experimental product line can use a dedicated sub-account for it.
If the new line requires different branding or shipping rules, the separate sub-account prevents any accidental overlap with the main product feed.
The sub-account can be deactivated or removed later with little impact on the primary online store.
Best Practices
How They Integrate with Google Ads
Each sub-account can connect to Google Ads, allowing advertisers to create Shopping or Performance Max campaigns based on the data in that sub-account.
This helps ensure that campaigns use the right product feed.
When linking sub-accounts to Google Ads, keep these points in mind:
Impact on Ad Strategy and ROI
Sub-accounts can show which product lines deserve more focus.
For example, if one sub-account brings in more conversions, budgets may be adjusted to favor that product line.
Meanwhile, another sub-account might try different marketing ideas without affecting the overall ad performance.
This setup also supports growth.
As more products, brands, or markets are added, each new sub-account provides its own performance data.
The data can be combined at the MCA level for overall insights or examined individually for more detailed adjustments.
Troubleshooting Common Issues
Management Efficiency: Single-Sentence Perspective
Sub-accounts offer a straightforward way to keep large product catalogs organized without losing clarity or control.
Periodic Audits and Maintenance
