Google Ads Manager and Customer Accounts

Google Ads uses a two-tier account system: Manager accounts (formerly MCC — My Client Center) and Customer accounts (client accounts). Understanding this hierarchy is important for setting up the integration correctly.

Manager Account (MCC)

A Manager account is a top-level account that manages multiple client accounts. It's used by agencies and companies with many advertising accounts.

Manager Account Capabilities

• Centralized management: view and manage all child accounts from a single interface
• Unified reporting: cross-account analytics
• Access management: centralized permission configuration for users
• Billing: consolidated billing option

Specifics in LightLead

When connecting a Manager account:

1. LightLead retrieves the list of all accessible child accounts
2. You can select a specific child account to connect
3. Each child account is connected as a separate data source
4. Access to a child account is determined by the permissions configured in the MCC

Customer Account

A Customer account is a regular Google Ads advertising account. It contains its own campaigns, budgets, and settings.

Identification

Customer ID — a unique ten-digit identifier in the format XXX-XXX-XXXX:

• Displayed in the top-right corner of the Google Ads interface
• Available in account settings
• Used in all API requests

Hierarchy

Manager account (MCC)
├── Customer account A (XXX-XXX-0001)
│   ├── Campaign 1
│   ├── Campaign 2
│   └── Campaign 3
├── Customer account B (XXX-XXX-0002)
│   ├── Campaign 4
│   └── Campaign 5
└── Customer account C (XXX-XXX-0003)
    └── Campaign 6

Choosing Between Manager and Customer

Connect a Manager account if:

• You have 3+ client accounts
• You need centralized analytics
• You're an agency managing client accounts
• You need to quickly switch between accounts

Connect a Customer account if:

• You have 1-2 accounts
• You need a simple integration without extra complexity
• You don't have access to a Manager account

Working with Multiple Accounts

Connecting Several Accounts

Each account (Manager or Customer) is connected as a separate connection in LightLead. You can:

1. Connect several Customer accounts directly
2. Connect a Manager account and select several child accounts
3. Combine both approaches

Switching Between Accounts

For more details, see Multiple Connections.

Retrieving Data from a Manager Account

Direct Query to a Child Account

-- GAQL query to a child account via Manager
SELECT
  campaign.id,
  campaign.name,
  metrics.impressions
FROM campaign
WHERE segments.date DURING LAST_30_DAYS

Cross-Account Aggregation

LightLead lets you aggregate data from several child accounts for cross-account analytics.

Limitations

• Nesting depth: maximum 5 levels of Manager accounts
• Number of accounts: a Manager account can manage up to 85,000+ accounts
• Access rights: inherited from Manager down to child accounts, not the other way around

Related Pages

• Connecting Google Ads
• Permissions
• Customer Accounts
• Multiple Connections