Google is changing how Merchant Center reports traffic starting August 24, 2026.
The update changes how certain YouTube traffic is classified and expands product-level reporting for Google Ads. As a result, some merchants may see changes in their reported traffic numbers without an actual change in performance.
What’s Changing?
There are several updates in Google Merchant Center performance reporting.
1. YouTube Affiliate Traffic Will Get a Separate Category
Traffic from YouTube affiliate products will no longer be included in the Organic category. Instead, it will appear under a new “YouTube affiliate” traffic value.
Google says this change could cause a one-time significant drop in reported Organic traffic.
Traffic from products that aren’t eligible for affiliate commissions will continue to be reported as Organic.
2. YouTube Organic Traffic Definitions Are Changing
Google is also updating how Merchant Center defines organic clicks and impressions from YouTube to align with YouTube’s existing reporting standards.
This change could lead to another one-time decrease in reported Organic traffic.
Google will also update affected historical data from July 1, 2026, which means some previously reported numbers may change.
3. Google Ads Product Reporting Is Expanding
Google Merchant Center’s product-level reporting now covers all Performance Max networks plus Video, App, and Demand Gen campaigns. This broader coverage has been rolling out since mid-2026 and may cause a one-time increase in reported clicks/impressions as definitions align.
4. A New Network Segmentation Option Is Planned
Google also plans to introduce a Network segmentation option for Merchant Center performance reports, allowing breakdowns by network. A specific launch date has not been publicly confirmed for this feature.
Note: Screenshot from Google Merchant Center Help.
Why Your Organic Traffic Numbers May Change
Merchants may notice a drop in reported Organic traffic after August 24, but that doesn’t necessarily mean their actual traffic has declined.
Google says the updates are intended to provide “more accurate and actionable insights into product performance across Google.”
Because traffic is being reclassified, some changes in Merchant Center reports may reflect the new reporting methodology rather than a real performance drop.
What Merchants Should Watch
Merchants should review their Merchant Center reports after the changes take effect and keep the new traffic classifications in mind when comparing performance.
A change in reported Organic traffic shouldn’t automatically be treated as a technical SEO issue. With Google’s new reporting rules, understanding where the numbers come from will be just as important as tracking digits.
For merchants and marketing teams, August 24 marks a new baseline for measuring product performance in Merchant Center.
