What is the best practice for how many tools or agencies can be connected to a brand's Google Account?

The most important item to understand is why you would want or need multiple tools or agencies connected to your Google account. If you do not have a clear reason or guide for what each tool or agency needs access to, we strongly encourage you to remove access to your account. 

Any user that is connected to a Google account could impact the status of locations so it's critical to ensure each of these accounts are in compliance with all of Google's guidelines. 

If you have identified particular reasons why you need to maintain multiple accounts connected, you should ensure none of the tools are overlapping actions in Google. For example, only one tool or user should be updating data, responding to reviews, publishing social posts, etc. You can have different tools for each of these actions but you should not have multiple tools doing the same thing. 

A brand can have multiple tools pulling data or insights, this will not pose any risk. 

Our guidance is to avoid having conflicting data sources feeding updates to your listings on Google. 

Helpful resources

• Google Business Profile Third Party Policy: https://support.google.com/business/answer/7353941?hl=en
• Google Business Profile Guidelines: https://support.google.com/business/answer/3038177?hl=en
• Review the users you have granted access to: https://support.google.com/business/answer/3403100?hl=en
• Check which tools are connected to your Google account: https://myaccount.google.com/connections?filters=3