What is Google MCM?

Google's Multiple Customer Management (MCM) is an advanced monetization solution that allows publishers and ad networks to manage multiple AdSense accounts under a single umbrella. This powerful platform represents a significant evolution from traditional AdSense hosted accounts, offering enhanced control, better revenue optimization, and streamlined account management.

Key Point

MCM is not just an upgrade from AdSense – it's a completely different monetization approach designed for publishers who want to scale their operations and maximize revenue through advanced management capabilities.

Unlike traditional AdSense hosted accounts, MCM provides publishers with the ability to create and manage multiple child accounts, implement sophisticated revenue sharing models, and maintain greater control over ad serving and optimization. This makes it an ideal solution for ad networks, website networks, and large-scale publishers who need to manage multiple properties or clients.

Background: Evolution from SPM to MCM

To understand MCM fully, it's important to know its evolution from Google's previous solution called Sponsored Product Management (SPM). SPM was Google's initial attempt to provide publishers with multi-account management capabilities, but it had significant limitations that MCM was designed to address.

SPM Limitations

  • Limited customization options
  • Restricted reporting capabilities
  • Complex setup process
  • Limited revenue sharing flexibility

MCM Improvements

  • Advanced customization tools
  • Comprehensive reporting suite
  • Streamlined onboarding
  • Flexible revenue models

Important Note

Google officially discontinued SPM in 2019, migrating all SPM users to MCM. This transition represented Google's commitment to providing a more robust and scalable solution for publishers with complex monetization needs.

Key Benefits of MCM

MCM offers numerous advantages over traditional AdSense accounts, making it an attractive option for publishers looking to scale their operations and maximize revenue potential.

Multi-Account Management

Manage multiple AdSense accounts from a single dashboard, perfect for agencies and publishers with multiple properties.

  • Centralized account oversight
  • Streamlined reporting
  • Bulk operations support

Advanced Revenue Optimization

Sophisticated tools and settings to maximize ad revenue across all managed accounts.

  • Custom ad placement rules
  • Advanced targeting options
  • Revenue sharing flexibility

Enhanced Control & Security

Greater control over ad serving policies and security measures for all managed accounts.

  • Granular permission settings
  • Policy compliance monitoring
  • Advanced fraud protection

Dedicated Support

Access to dedicated account managers and priority support for technical issues.

  • Personal account manager
  • Priority technical support
  • Strategic consultation

Eligibility Requirements

MCM is not available to all publishers. Google has specific eligibility criteria that must be met before you can apply for an MCM account. Use the interactive checklist below to assess your eligibility.

Interactive Eligibility Checklist

Check off each requirement you meet to assess your MCM eligibility:

Existing AdSense Account

You must have an existing AdSense account in good standing for at least 12 months.

Minimum Traffic Requirements

Your websites must generate at least 5 million page views per month consistently for the past 3 months.

Revenue Threshold

Your AdSense account must generate at least $1,000 in monthly revenue for the past 6 months.

Policy Compliance

No policy violations or account restrictions in the past 12 months.

Business Model

You must be managing multiple websites or planning to manage other publishers' monetization.

Geographic Availability

MCM is available in select countries. Your business must be located in an eligible region.

Eligibility Score: 0/6

Check off the requirements above to see your eligibility status.

MCM vs AdSense Hosted Accounts: Detailed Comparison

Understanding the key differences between MCM and traditional AdSense hosted accounts is crucial for making an informed decision about your monetization strategy.

Feature MCM AdSense Hosted
Account Management
Multiple accounts
Single account
Revenue Sharing
Flexible models
Standard rates
Custom Ad Units
Full customization
Limited options
Reporting & Analytics
Advanced reports
Basic reports
Support Level
Dedicated manager
Standard support
Setup Complexity
Complex setup
Simple setup
Minimum Requirements
High thresholds
Low barriers

Choose MCM If:

  • You manage multiple websites or publishers
  • You meet the high traffic and revenue requirements
  • You need advanced customization options
  • You want flexible revenue sharing models
  • You require dedicated support

Choose AdSense Hosted If:

  • You're just starting with ad monetization
  • You have moderate traffic and revenue
  • You prefer simple setup and management
  • You manage a single website or property
  • You don't need advanced features

MCM Delegation Types

MCM offers two primary delegation types that determine how you can manage child accounts and what level of control you have over their operations.

Manage Account

Full account management

This delegation type gives you complete control over child accounts, including account settings, ad units, and revenue management.

Key Features:

  • Full account access and control
  • Create and manage ad units
  • Set payment thresholds
  • Configure revenue sharing
  • Access to all reporting data

Manage Inventory

Ad inventory management

This delegation type focuses on ad inventory management while giving child accounts more autonomy over their account settings.

Key Features:

  • Manage ad units and placements
  • Control ad serving policies
  • Access to performance reports
  • Limited account settings access
  • No payment configuration control

Choosing the Right Delegation Type

Your choice between "Manage Account" and "Manage Inventory" depends on your business model and the level of control you need:

  • Manage Account: Best for full-service ad networks and agencies
  • Manage Inventory: Ideal for publishers who want to maintain account autonomy

MCM Setup Process: Step-by-Step Guide

Setting up MCM requires careful planning and execution. Follow this comprehensive step-by-step guide to ensure a smooth setup process.

1

Pre-Application Assessment

Before applying for MCM, ensure you meet all eligibility requirements and have your documentation ready.

Required Documents:

  • • Business registration documents
  • • Tax identification numbers
  • • AdSense account performance history
  • • Traffic and revenue reports
  • • Business plan and strategy outline
2

Application Submission

Submit your MCM application through Google's partner portal with all required information.

Application Process:

  • • Complete the online application form
  • • Upload required documentation
  • • Provide detailed business information
  • • Submit for Google review
  • • Wait for approval (typically 2-4 weeks)
3

Account Configuration

Once approved, configure your MCM account settings and establish your management structure.

Configuration Steps:

  • • Set up parent account settings
  • • Configure revenue sharing models
  • • Establish reporting preferences
  • • Set up user permissions and roles
  • • Configure payment settings
4

Child Account Creation

Create and configure child accounts for the publishers you'll be managing.

Child Account Setup:

  • • Create individual child accounts
  • • Set delegation types and permissions
  • • Configure ad serving settings
  • • Establish revenue sharing agreements
  • • Set up reporting and analytics
5

Testing and Optimization

Thoroughly test your MCM setup and optimize performance before going live.

Testing Checklist:

  • • Test ad serving functionality
  • • Verify revenue tracking accuracy
  • • Check reporting data integrity
  • • Validate payment processing
  • • Confirm policy compliance

MCM Best Practices

Follow these expert recommendations to maximize the effectiveness of your MCM implementation and ensure long-term success.

Revenue Optimization

  • Implement A/B testing for ad placements
  • Monitor performance metrics regularly
  • Optimize ad sizes and formats
  • Use responsive ad units

Compliance Management

  • Regular policy compliance audits
  • Monitor content quality standards
  • Implement fraud prevention measures
  • Maintain clean traffic sources

Account Management

  • Establish clear communication protocols
  • Set up automated reporting systems
  • Create detailed onboarding processes
  • Maintain regular performance reviews

Technical Implementation

  • Ensure proper ad code implementation
  • Monitor site loading speeds
  • Implement proper tracking codes
  • Regular technical audits

Common Pitfalls to Avoid

  • Neglecting regular performance monitoring
  • Poor communication with child account holders
  • Inadequate policy compliance monitoring
  • Over-complicated revenue sharing structures

Frequently Asked Questions

Find answers to the most common questions about MCM and AdSense hosted accounts.

What is the main difference between MCM and AdSense?

The main difference is that MCM allows you to manage multiple AdSense accounts from a single dashboard, while traditional AdSense is limited to managing one account. MCM also offers advanced features like custom revenue sharing, dedicated support, and enhanced reporting capabilities.

How long does the MCM approval process take?

The MCM approval process typically takes 2-4 weeks after submitting your complete application. However, it can take longer if additional documentation is required or if there are issues with your application. Google will contact you if they need additional information.

Can I switch from AdSense to MCM?

Yes, you can switch from a traditional AdSense account to MCM if you meet the eligibility requirements. However, this process involves creating a new MCM account and migrating your existing AdSense account as a child account. It's recommended to consult with Google support before making this transition.

What are the revenue sharing options in MCM?

MCM offers flexible revenue sharing models including percentage-based sharing, fixed fee structures, and hybrid models. You can customize these arrangements for each child account based on your business agreements. The platform also supports automatic calculation and distribution of revenue shares.

Is there a cost associated with MCM?

MCM itself doesn't have a setup fee, but Google may take a small percentage of revenue for providing the platform. The exact percentage depends on your agreement with Google and the services you use. Additionally, you'll need to factor in the costs of managing multiple accounts and any revenue sharing with your child account holders.

What support do I get with MCM?

MCM users receive dedicated support including a personal account manager, priority technical support, and access to strategic consultation. This is a significant upgrade from standard AdSense support, which is primarily self-service through help centers and community forums.

Can I manage mobile app monetization through MCM?

Yes, MCM supports both web and mobile app monetization. You can manage AdMob accounts (Google's mobile advertising platform) through MCM, allowing you to have a unified view of your web and mobile advertising performance. This makes it ideal for publishers with both web and mobile properties.

Conclusion

Understanding the differences between MCM and AdSense hosted accounts is crucial for making the right monetization decision for your publishing business. While traditional AdSense accounts are perfect for individual publishers and small-scale operations, MCM offers advanced capabilities for those who need to manage multiple accounts and maximize revenue through sophisticated optimization strategies.

Key Takeaways

  • MCM is ideal for: Ad networks, agencies, and large publishers managing multiple properties
  • AdSense is perfect for: Individual publishers and small-scale operations
  • Requirements matter: MCM has strict eligibility criteria that must be met
  • Support is enhanced: MCM provides dedicated account management and priority support

Ready to Take the Next Step?

Whether you're considering MCM or optimizing your current AdSense setup, the key is to align your choice with your business goals and technical capabilities.

Check Your Eligibility View Setup Guide