Product data specification

This article details the requirements and format for every attribute accepted in Manufacturer Center. Some attributes are required, while others are recommended or optional. Failure to provide values for the required attributes will prevent that particular item from processing correctly in your feed upload. Failure to provide recommended or optional attributes will result in incomplete product data in our system, but will not cause the feed to fail.

Throughout this article, you will see the terms item and product. Please note that we use the term item to describe a single product variant. Items are similar to products, but we assume that products can occur in multiple variations. These variations, or “product variants”, can differ by color, size, or style. In other words, an item refers to a single variation of a product. Each entry in your product data file should reflect a single item, or product variant.

Keep in mind only attributes in English should be submitted in your feed, which you'll see in square brackets below. You'll see descriptive and/or translations of the values for illustrative purposes only.

Please note that if you provide many values for repeated attributes (for example, feature description), we may only display the first few values.

Here are examples:

Note: The values you provide may be displayed to users, so provide values that they will be able to understand.

Basic information

The following attributes contain basic information about your items.

To see full information about the attribute, including best practices, select the link in each attribute table.

id [id] - Identifier of the specific item
Attribute

id [id] (see full guidelines)
When to include Required for all items
Type ASCII only
Character count Maximum 50
Repeated field No
TSV field examples tddy-123-uk
XML example <g:id>tddy-123-uk</g:id>
Notes / Constraints

Once an item is submitted, the id [id] must not change when you update your data, or be used for a different product at a later point in time.
GTIN [gtin] - Global Trade Item Number (GTIN) of the item
Attribute GTIN [gtin] (see full guidelines)
Where to include Required for all items
Type 8-, 12-, 13-, or 14-digit number (UPC, EAN, JAN, or ISBN)
Character limit 50
Repeated value Yes
Tex/Tab delimited 3234567890126
XML (Feeds) <g:gtin>3234567890126</g:gtin>
MPN [mpn] - Manufacturer Part Number (MPN) of the item
Attribute MPN [mpn] (see full guidelines)
Where to include Recommended for all items
Type Alphanumeric characters
Character limit 70
Text/Tab delimited GO12345OOGLE
XML (Feeds) <g:mpn>GO12345OOGLE</g:mpn>
title [title] - Title of the item
Attribute title [title] (see full guidelines)
When to include Required for all items
Type Text (Unicode characters)
Character count Recommended range 80 to 140
Repeated field No
TSV field example Google Nexus 5 Android Phone 32 GB - Black - Unlocked - CDMA / GSM
XML example <g:title>Google Nexus 5 Android Phone 32 GB - Black - Unlocked - CDMA / GSM</g:title>
Notes / Constraints
  • Follow our Editorial Guidelines closely. For example, do not include any promotional text and do not use BLOCK CAPITALS.
  • For variant products, you are required to include the consumer facing name of all the variant items, including title differences for each variant. For example if “Google Nexus 5 Android Phone 32 GB - Unlocked - CDMA” is available in red and black colors, you must have both of the following titles on two different items submitted:
    • Google Nexus 5 Android Phone 32 GB - Red - Unlocked - CDMA
    • Google Nexus 5 Android Phone 32 GB - Black - Unlocked - CDMA
brand [brand] - Brand name of a product
Attribute brand [brand] (see full guidelines)
When to include Required for all items
Type Text (Unicode characters)
Repeated field No
TSV field example Acme Toys
XML example <g:brand>Acme Toys</g:brand>
product name [product_name] - Canonical name of the product
Attribute product name [product_name] (see full guidelines)
When to include Optional
Type Text (Unicode characters)
Character count Recommended range 80 to 140
Repeated field No
TSV field example Color LaserJet CP2025
XML example <g:product_name>Color LaserJet CP2025</g:product_name>
product line [product_line] - Name of a related group of products
Attribute product line [product_line] (see full guidelines)
When to include Recommended for all items
Type Text (Unicode characters)
Repeated field No 
TSV field example Creativa
XML example <g:product_line>Creativa</g:product_line>
product type [product_type] - Type or category of the product
Attribute product type [product_type] (see full guidelines)
When to include Optional
Type Text (Unicode characters), with > to separate hierarchies
Repeated field Yes; recommended maximum 10 per product
TSV field example Home & Garden > Kitchen, Dining &Table > Appliances > Refrigerator
Household Appliances > Kitchen > Refrigerator
XML example <g:product_type>Home &amp; Garden &gt; Kitchen, Dining &amp; Table &gt; Appliances &gt; Refrigerator</g:product_type> <g:product_type>Household Appliances &gt; Kitchen &gt; Refrigerator</g:product_type>

product highlights [product_highlights] - Highlight of the product

Attribute Product highlights [product_highlights] (See full guidelines)
When to include Optional
Type String (Unicode characters. Recommended: ASCII only)
Character count 1 - 150 characters (per highlight)
Repeated field Yes. Recommended 4-6, Minimum 2, Maximum of 10
XML Example                                               <g:product_highlight>Supports thousands of apps, including Netflix, YouTube, HBO Now, Spotify, Showtime, Pandora, Google Play Movies</g:product_highlight>
<g:product_highlight>1080p maximum display resolution</g:product_highlight>
<g:product_highlight>Supports both 2.4 Ghz and 5 Ghz Wi-Fi networks</g:product_highlight>
<g:product_highlight>Supports iOS, Mac OS, Windows, Chrome OS and Android devices</g:product_highlight>

Rich information

Rich information contains information about the rich media associated with your products. This information can include images, videos, links, or formatted descriptions. While this information is not required, additional attributes provided here can positively influence a user's experience while using Shopping ads by providing enhanced product details. Learn more about the value of uploading the rich content

description [description] - Detailed paragraph description of your product
Attribute description [description] (see full guidelines)
When to include Required
Type Text (Unicode characters)
Character count Recommended range 500 to 1,500
Repeated field No
TSV field example Solid red, queen-sized bed sheets made from 100% woven polyester, 300 thread count fabric. Set includes one fitted sheet, one flat sheet, and two standard pillowcases. Machine washable; extra deep fitted pockets.
XML example <g:description>Solid red, queen-sized bed sheets made from 100% woven polyester, 300 thread count fabric. Set includes one fitted sheet, one flat sheet, and two standard pillowcases. Machine washable; extra deep fitted pockets.</g:description>
Notes / Constraints
  • If this field contains line breaks in tab-delimited files, you must enclose it in straight double quotes.
  • Though the limit is 10,000, we recommend 500 to 1,000 characters.
  • Make sure to follow our Editorial Guidelines closely. For example, do not include any promotional text such as "Free shipping", do not use BLOCK CAPITALS, and do not include a description of your brand or company.
  • Additionally, the following information should not be included in descriptions:
    • Links to your store or other websites.
    • Billing, payment, or sales information.
    • References to internal categorization systems, e.g. "Toys & Games > Toys > Baby Dolls."
    • Comparisons to other products beyond the item you’re selling, e.g. “even better/faster/larger than X.”
    • Details about other products, accessories, or similar items available.
feature description [feature_description] - Rich format description
Attribute feature description [feature_description] (see full guidelines)
When to include Recommended
Type Text (Unicode characters) and images
Character count headline: recommended maximum 140
text: recommended range 250 to 700
image_link: 800x800 pixel minimum
Repeated field Yes; minimum of 2 per product, 3 to 6 recommended
TSV field example Now with more zest:The newest iteration of the product now comes with more zestiness. Provides a new outlook on life.:"http://example.com/image1.png",Sharper resolution:"The product now comes with 15""display that is 10X sharper than our previous releases, and it has a 3.5X zoom.":
XML example <g:feature_description>
    <g:headline>Now with more zest</g:headline>
    <g:text>The newest iteration of the product now comes with more zestiness. Provides a new outlook on life.</g:text>
    <g:image_link>http://example.com/image1.png</g:image_link>
</g:feature_description>
<g:feature_description>
  <g:headline>Sharper resolution</g:headline>
  <g:text>The product now comes with 15" display that is 10X sharper than our previous releases, and it has a 3.5X zoom.</g:text>
</g:feature_description>
image link [image_link] - URL of an image of the item
Attribute image link [image_link] (see full guidelines)
When to include Required
Type URL (Must start with "http://" or "https://")
Repeated field No
TSV field example http://www.example.com/image1.jpg
XML example <g:image_link>http://www.example.com/image1.jpg</g:image_link>
Notes / Constraints
  • The accepted image formats are (in order of preference) JPEG (.jpg/.jpeg), PNG (.png), non-animated GIF (.gif), and BMP (.bmp), and the file extensions for these images should correspond to their format.
  • The accepted URL protocols are "http" and "https". Any symbols used within the image URL must be replaced by URL encoded entities (e.g. comma = %2C).
  • URLs must be crawlable and must not be password protected. User-agents "googlebot" and "googlebot-image" must be allowed to access the directory with your file. Learn more how to set up your robots.txt file.
additional image link [additional_image_link] - Additional URLs of images of the item
Attribute additional image link [additional_image_link] (see full guidelines)
When to include Recommended for items with multiple images
Type URL (Must start with "http://" or "https://")
Repeated field Yes; recommended maximum 10 per product
TSV field example http://www.example.com/image2.jpg, http://www.example.com/image3.jpg, http://www.example.com/image4.jpg
XML example <g:additional_image_link>http://www.example.com/image2.jpg</g:additional_image_link>
<g:additional_image_link>http://www.example.com/image3.jpg</g:additional_image_link>
<g:additional_image_link>http://www.example.com/image4.jpg</g:additional_image_link>
video link [video_link] - URL for a video of the item
Attribute video link [video_link] (see full guidelines)
When to include Optional
Type YouTube URL (Must start with "http://" or "https://")
Repeated field Yes; recommended maximum 10 per product 
TSV field example https://www.youtube.com/watch?v=abc
XML example <g:video_link>https://www.youtube.com/watch?v=abc</g:video_link>
Notes / Constraints
  • We recommend videos at 720p (1280x720) or 1080p (1920x1080).
  • Separate each URL by a comma. For tab-delimited feeds, encapsulate the entire field in double quotes.
  • Any symbols used within the video URL must be replaced by URL encoded entities (e.g. comma = %2C). Please note that YouTube has its own terms of service that you agree to when using YouTube.
product page url [product_page_url] - URL of manufacturer's product detail page
Attribute product page url [product_page_url] (see full guidelines)
When to include Optional
Type URL (Must start with "http://" or "https://")
Repeated field No
TSV field example http://www.example.com/asp/sp.asp?cat=12&id=1030
XML example <g:product_page_url>http://www.example.com/asp/sp.asp?cat=12&id=1030</g:product_page_url>
Notes / Constraints
  • All your URLs must link directly to webpages about your products without pop ups. We don't allow landing pages requiring sign ups or passwords, or direct links to files/email addresses.
  • If multiple products are on the same page, it has to be simple for the user to find the right item. We recommend only one item per page.
  • For variations of the same product, we recommend you submit URLs that pre-select the variant which the user clicked on the Shopping ad.
  • The URL must not redirect or forward to a location external to your site. The URL must start with "http://" or "https://".
  • Any symbols used must be replaced by URL encoded entities (e.g. comma = %2C).
disclosure date [disclosure_date] - Date item is announced publicly
Attribute disclosure date [disclosure_date] (see full guidelines)
When to include Optional
Type Date
Repeated field No
TSV field example 2013-12-05
XML example <g:disclosure_date>2013-12-05</g:disclosure_date>
rich product content [rich_product_content] - Rich product descriptions and media calling out special product features.
Attribute rich product content [rich_product_content] (see full guidelines)
When to include Optional
Type Special structured data
Repeated field No
TSV field example Note: You’ll need to encode the whole field in double quotes, and need to escape the double quotes inside the field by using two double quotes. CSV/TSV exporters will usually take care of this for you. 
 
"
{
  ""@context"": {
    ""s"": ""http://schema.org/"",
    ""g"": ""http://schema.googleapis.com/""
  },
  ""@type"": ""g:Showcase"",
  ""g:showcaseBlock"": [
    {
      ""@type"": ""g:ShowcaseFeatureSet"",
      ""s:headline"": ""Headline of feature set"",
      ""s:itemListElement"": [
        {
          ""@type"": ""g:ShowcaseFeature"",
          ""s:headline"": ""Headline of feature"",
          ""s:description"": ""Description of feature""
        }
      ]
    }
XML example Note: You will need to encode this as CDATA within an XML file.
 
<g:rich_product_content><![CDATA[
{
  "@context": {
    "s": "http://schema.org/",
    "g": "http://schema.googleapis.com/"
  },
  "@type": "g:Showcase",
  "g:showcaseBlock": [
    {
      "@type": "g:ShowcaseFeatureSet",
      "s:headline": "Headline of feature set",
      "s:itemListElement": [
        {
          "@type": "g:ShowcaseFeature",
          "s:headline": "Headline of feature",
          "s:description": "Description of feature"
        }
      ]
    }
  ]
}
]]></g:rich_product_content>
release date [release_date] - Date item is available for purchase
Attribute release date [release_date] (see full guidelines)
When to include Optional
Type Date
Repeated field No
TSV field example 2013-12-05
XML example <g:release_date>2013-12-05</g:release_date>
suggested retail price [suggested_retail_price] - Manufacturer suggested retail price
Attribute suggested retail price [suggested_retail_price] (see full guidelines)
When to include Optional
Type Text (Unicode characters)
Repeated field No
TSV field example USD 9.99
XML example <g:suggested_retail_price>USD 9.99 </g:suggested_retail_price>
product detail [product_detail] - Additional details and specifications
Attribute product detail [product_detail] (see full guidelines)
When to include Optional
Type Text (Unicode characters)
Sub-attributes Section name [section_name] (Required)
Attribute name [attribute_name] (Required)
Attribute value [attribute_value] (Required)
Character count Section name: recommended maximum 140
Attribute name: recommended maximum 140
Attribute value: maximum 1,000
Repeated field Yes
TSV field examples General:Product Type:Digital player,General:Digital Player Type:Flash based,Display:Resolution:432 x 240,Display:Diagonal Size:"2.5"""
XML example <g:product_detail>
    <g:section_name>General</g:section_name>
    <g:attribute_name>Product Type</g:attribute_name>
    <g:attribute_value>Digital player</g:attribute_value>
</g:product_detail>
<g:product_detail>
    <g:section_name>General</g:section_name>
    <g:attribute_name>Digital Player Type </g:attribute_name>
    <g:attribute_value>Flash based</g:attribute_value>
</g:product_detail>
<g:product_detail>
    <g:section_name>Display</g:section_name>
    <g:attribute_name>Resolution</g:attribute_name>
    <g:attribute_value>432 x 240</g:attribute_value>
</g:product_detail>
<g:product_detail>
    <g:section_name>Display</g:section_name>
    <g:attribute_name>Diagonal Size</g:attribute_name>
    <g:attribute_value>2.5"</g:attribute_value>
</g:product_detail>

Variant information

We define variants as a group of similar items that only differ by attributes like color [color] or style [style]. By submitting variant items, you will help Google improve the end user experience by grouping your products correctly in ads and listings on Google properties.

How to submit variant data

  • Begin by submitting an item for each variant.
    • For example, if you offer a particular model of mobile phone in 4 colors (black, white, silver, and red) and 3 storage capacities (8GB, 16GB, and 32GB), you need to submit 12 item variants (Black 8GB, Black 16GB, Black 32GB, White 8GB, White 16GB, etc.).
  • Include unique id[id] attribute values for each item variant, just like you would for all the other items in your product data.
  • To identify items as variants of one another, you need to group them together using an item group id [item_group_id]. Each item in the group should have the same item group id [item_group_id]. As a rule of thumb, if a user can choose to select different colors, patterns, sizes, styles, etc. on the landing page of your product, identify them as separate items, but identify them with the same item group id [item_group_id].
  • Include variant attributes in the title that indicate what makes each variant unique. A value for color [color] and/or product detail [product_detail] must be submitted to differentiate the items.

When crafting a title [title] for variant items, be sure to include the name common to all product variants, as well as the variant attributes that make the product unique.

Example:

  • Google Nexus 5 Android Phone - 32GB - Black - Unlocked - GSM
  • Google Nexus 5 Android Phone - 16GB - White - AT&T
item group id [item_group_id] - Identifies variants of a product/style
Attribute item group id [item_group_id] (see full guidelines)
When to include Optional; recommended for items with multiple variants
Type ASCII only
Character count Maximum 50
Repeated field No
TSV field example AB123-Sp14
XML example <g:item_group_id>AB123-Sp14</g:item_group_id>
Minimum requirements at a glance
  • Use a unique value for each group of variants. 
  • Use the parent SKU where possible 
  • Keep the value the same when updating your product data
  • Use only valid unicode characters
  • Use an item group id [item_group_id] for a set of products that differ by one or more of these attributes:
    • color [color]
    • size [size]
    • pattern [pattern]
    • material [material]
    • age group [age_group]
    • gender [gender]
  • If your products differ by design elements that aren't represented by the attributes above, don't use item group id [item_group_id]
  • Include the same attributes for each product in the item group. For example, if a product varies by size [size] and color [color], submit size and color for every product that share the same value for item group id [item_group_id]
scent [scent] - The specific scent of a product
Attribute scent [scent] (see full guidelines)
When to include Required for all products in an item group that vary by scent. Recommended for all products for which scent is an important, distinguishing attribute.
Type Text (Unicode characters)
Character count Maximum 100
Repeated field No
TSV field example Pine fresh
XML example <g:scent>Pine fresh</g:scent>
flavor [flavor] - The specific flavor of a product
Attribute flavor [flavor] (see full guidelines)
When to include Required for all products in an item group that vary by flavor. Recommended for all products for which flavor is an important, distinguishing attribute.
Type Text (Unicode characters)
Character count Maximum 100
Repeated field No
TSV field example Spicy BBQ
XML example <g:flavor>Spicy BBQ</g:flavor>
format [format] - Media format of a product
Attribute format [format] (see full guidelines)
When to include Required for all products in an item group that vary by format. Recommended for all products for which format is an important, distinguishing attribute.
Type Text (Unicode characters)
 
Character count Maximum 100
Repeated field No
TSV field example Blu-ray
XML example <g:format>Blu-ray</g:format>
capacity [capacity] - The fixed memory storage capacity of an electronic device
Attribute capacity [capacity] (see full guidelines)
When to include Required for all products in an item group that vary by capacity. Recommended for all products for which capacity is an important, distinguishing attribute.
Type Integer + unit of measurement
Character count Maximum 100
Repeated field No
TSV field example 16GB
XML example <g:capacity>16GB</g:capacity>
Notes / Constraints

There are 3 accepted values:

  • “MB”
  • “GB”
  • “TB”
gender [gender] - Gender of the item
Attribute gender [gender] (see full guidelines)
When to include Recommended for all products in an item group that vary by gender, and all products for which gender is an important, distinguishing attribute.
Type Text (Unicode characters)
Character count See Notes / Constraints
Repeated field No
TSV field example male
XML example <g:gender>male</g:gender>
Notes / Constraints

There are 3 accepted values:

  • “male”
  • “female”
  • “unisex”

For technical reasons, this attribute accepts only English values. Do not submit translated attribute values, or your product may be disapproved.

 
age group [age_group] - Target age group of the item
Attribute age group [age_group] (see full guidelines)
When to include Required for all products in an item group that vary by age group. Required for all apparel items.
Recommended for all products for which age group is an important, distinguishing attribute.
Type Text (Unicode characters)
Character count See Notes / Constraints
Repeated field No
TSV field example adult
XML example <g:age_group>adult</g:age_group>
Notes / Constraints

There are 5 accepted values:

  • “newborn”
  • “infant”
  • “toddler”
  • “kids”
  • “adult”

For technical reasons, this attribute accepts only English values. Do not submit translated attribute values, or your product may be disapproved.

 
size [size] - Size of the item
Attribute size [size] (see full guidelines)
When to include Required for all products in an item group that vary by size. Required for all apparel items in the “Apparel & Accessories > Clothing” and “Apparel & Accessories > Shoes” product categories and subcategories thereof.
Recommended for all products for which size is an important, distinguishing attribute.
Type Text (Unicode characters)
Character count Maximum 100
Repeated field No
TSV field example XL
XML example <g:size>XL</g:size>
size type [size_type] - Size type of the item
Attribute size type [size_type] (see full guidelines)
When to include

Apparel items only.

Required for products in an item group that vary by size.
Required for all apparel items in the “Apparel & Accessories > Clothing” product categories and sub-categories thereof.
Type Integer + unit of measurement
Character count See Notes / Constraints
Repeated field No
TSV field example petite
XML example <g:size_type>petite</g:size_type>
Notes / Constraints

There are four accepted values:

  • regular
  • petite
  • oversize
  • maternity

For technical reasons, this attribute accepts only English values. Do not submit translated attribute values, or your product may be disapproved.
size system [size_system] - Size system of an item
Attribute size system [size_system] (see full guidelines)
When to include Only for apparel items
Type Text (Unicode characters)
Character count See Notes / Constraints
Repeated field No
TSV field example US
XML example <g:size_system>US</g:size_system>
Notes / Constraints

There are 11 accepted values:

  • "US"
  • "UK"
  • "EU"
  • "DE"
  • "FR"
  • "JP"
  • "CN"
  • "IT"
  • "BR"
  • "MEX"
  • "AU"

NOTE: When the attribute is not specified for an item, we automatically use the default values for the target country where you’re selling the item.
color [color] - Color of the item
Attribute color [color] (see full guidelines)
When to include Required for all products in an item group that vary by color. Required for all apparel items.
Recommended for all products for which color is an important, distinguishing attribute.
Type Text (Unicode characters)
 
Character count Maximum 100
Repeated field No
TSV field example Gold/Silver/Black
XML example <g:color>Gold/Silver/Black</g:color>
theme [theme] - Description of the thematic style, image and appearance of an item
Attribute theme [theme] (see full guidelines)
When to include Required for all products in an item group that vary by theme. Recommended for all products for which theme is an important, distinguishing attribute.
Type Text (Unicode characters)
Character count Maximum 100
Repeated field No
TSV field example Bears
XML example <g:theme>Bears</g:theme>
pattern [pattern] - Pattern/Graphic of the item
Attribute pattern [pattern] (see full guidelines)
When to include Required for all products in an item group that vary by pattern. Recommended for all products for which pattern is an important, distinguishing attribute.
Type Text (Unicode characters)
Character count Maximum 100
Repeated field No
TSV field example Striped
XML example <g:pattern>Striped</g:pattern>
material [material] - Material of the item
Attribute material [material] (see full guidelines)
When to include Required for all products in an item group that vary by material. Recommended for all products for which material is an important, distinguishing attribute.
Type Text (Unicode characters)
Character count Maximum 200
Repeated field No
TSV field example Leather/Cotton
XML example <g:material>Leather/Cotton</g:material>
count [count] - The count of units inside a packaging container of a given size
Attribute count [count] (see full guidelines)
When to include Required for all products in an item group that vary by count. Recommended for all products for which count is an important, distinguishing attribute.
Type Integer + unit of measurement
Character count Maximum 100
Repeated field No
TSV field example 30 caplets
XML example <g:count>30 caplets</g:count>
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