# Google Ads + Google Merchant Center integration and analysis

Connect Google Ads and Google Merchant Center to Hendrik. Distinguish Google Ads Shopping delivery from Merchant Center offer eligibility before changing Shopping bids.

## The question this stack can answer

Is Shopping down because offers are ineligible or because ads are underperforming?

## What Hendrik reads from each source

- **Google Ads:** Spend, delivery, and Google reported conversions show the Google Ads side of the question.
- **Google Merchant Center:** Offer eligibility, policy issues, and feed diagnostics show whether Shopping can serve the products you want to promote.

## What you need to connect

- Use one explicit 28-day comparison window, time zone, market, and legal-entity scope before comparing values.
- Connected Google Ads account with spend and conversion reporting for the stated window.
- Connected Merchant Center account with offer diagnostics for the same market and product scope.
- Keep provider-specific definitions visible and use an identity or product mapping only where it is established for this workspace.

## Important limits

- Google-reported conversion value is platform attribution, not incremental revenue or a deduplicated business total.
- Offer diagnostics do not prove a store-product or campaign relationship unless that mapping is established.

## Illustrative example

### Google Ads + Google Merchant Center review

Previous: 1–28 January. Current: 29 January–25 February. Both periods contain 28 days. Monetary values use USD and all timestamps use UTC. Merchant Center counts are two dated snapshots, not period totals. Eligibility fell from 1,240 to 1,010 offers. Inspect disapproval reasons and affected products before deciding whether this explains the delivery change.

*About this example: Synthetic data · illustrative analysis · Hendrik only acts with the permissions you give it.*

- reported conversion value (USD, 28 days) (Google Ads): 88,000 USD → 105,000 USD
- Google Ads spend (USD, consecutive 28-day periods) (Google Ads): 21,000 USD → 26,000 USD
- Eligible offers · same account, country and Shopping destination; period-end snapshots (Google Merchant Center): 1,240 · 28 Jan → 1,010 · 25 Feb

### What Hendrik checks

- **Conversion and delivery settings:** Check Google Ads conversion actions, attribution window, change events, and campaign mix before interpreting reported value or leads.
- **Offer eligibility:** Check offer status, account issues, target country, and feed date before connecting Shopping delivery to eligibility.
- **Explain the divergence:** Google Ads: reported conversion value (USD, 28 days) changed from 88,000 USD to 105,000 USD. Google Merchant Center: Eligible offers · same account, country and Shopping destination; period-end snapshots changed from 1,240 · 28 Jan to 1,010 · 25 Feb. Compare the timing and definitions before attributing one change to the other.

### What Hendrik sees

Google Ads reported higher conversion value as spend rose. Merchant Center eligible offers fell.

### What to do next

Fix confirmed eligibility issues before changing bids; reassess delivery after the affected offers become eligible.

**Limit:** A simultaneous issue and delivery change does not prove one caused the other.

## Provider documentation

- [Google Ads documentation](https://support.google.com/google-ads/)
- [Google Merchant Center documentation](https://support.google.com/merchants/)

## Start with this stack

[Create a workspace and connect Google Ads + Google Merchant Center](https://app.withhendrik.com/auth?mode=sign-up&acquisition_channel=marketing&return_to=%2Fonboarding%2Factivation&cta_location=integration_markdown&landing_page_id=combination-google-ads-google-merchant-center&combination=google-ads-google-merchant-center)