Google Merchant Center is updating the way it collects and uses conversion data from the website. Soon, all conversions, including those from clicks on web results in Google Search and other sources, will be tracked.
With these changes, we will gain deeper insights into the customer journey to enhance performance data reporting, allowing businesses to make better decisions.
Additionally, Google will optimize shopping search experiences and improve its products and services using the updated conversion event data.
Review if the conversions tracking is enabled under Settings and Tools > Conversion settings.
In case you want to stop Google from tracking conversion data in GMC:
- Disable the conversion setting in Merchant Center or Shopify.
- Unlink your Google Analytics account from Merchant Center.
Google initially communicated this change via email, which was shared by Tiago Goncalves. Later, Google also released an official announcement: Policy update: New Conversion Data Policy.
Emmanuel Flossie recorded a video about this update and the impact on conversion measurement.
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