id [id]

Use the id [id] attribute to uniquely identify each product. The ID won’t be shown to users. However, you can use the ID to look up your product in your account. We recommend that you use your product SKU or GTIN for this value.

When to use

Required for all products.


Follow these formatting guidelines to make sure we understand the data you're submitting.

Type Unicode characters (Recommended: ASCII only): alphanumeric, underscores, and dashes 
Limits Up to 50 characters
Repeated field No


File format Example value
Text feeds tddy123uk
XML feeds <g:id>tddy123uk</g:id>


Follow these guidelines to make sure you submit high-quality data for your products.

Minimum requirements

These are the requirements you'll need to meet to upload data for your products. If you don't follow these requirements, we'll disapprove this attribute and let you know in the Diagnostics page of your Manufacturer Center account. 

  • Use a unique ID for each different product. The ID allows you and Google to distinguish each product.
  • Use a stable ID for each product. Once you've assigned an ID to a product, don't change it. The ID you choose, in combination with target country and language, identifies the product, helps us to retrieve any product-specific information, and is used to track the product's history. If you change the ID, you'll overwrite your product and its history.
  • Don’t rely on casing to make IDs unique. For example, we interpret the ID abc123 and ABC123 as the same product.
  • Don’t reuse or recycle the same ID for different products. For example:
    • Don’t reuse an ID for different products. 
    • Don’t reuse an ID for products with variants. Each variant is a unique product and needs a unique ID.
    • Don’t recycle an ID for new products. Even if you’re not distributing a product anymore or the product has been discontinued, don't use that product's ID for any other product.
  • Avoid white space. Consecutive white spaces and white spaces before and after the ID will be automatically removed. 
  • Don't submit invalid unicode characters. These characters are generally added during your file's encoding process. To avoid them, use UTF-8 encoding. To help prevent encoding issues, submit files in a compressed format. Examples of invalid unicode characters include:
    • Control characters (e.g. U+200D)
    • Function characters
    • Private area characters
    • Surrogate pairs
    • Unassigned code points 

Best practices

These are best practices that can help you go beyond the basic requirements to optimize your product data for performance. 

  • Use SKUs or GTINs where possible. Since SKUs and GTINs are unique, they can also help prevent you from accidentally reusing IDs.


Product without variants

Attribute Value
id [id] 01ABC

Product with variants

Include a unique ID for each variant of the product. For example, if you have a parent SKU for a set of 4 variants of the same product, submit the parent SKU in the item_group_id attribute and a unique ID based on the parent SKU for the id attribute.
Attribute Value
color [color] Red
item group id [item_group_id] 12345
id [id] 12345-R


Attribute Value
color [color] Green
item group id [item_group_id] 12345
id [id] 12345-G


Attribute Value
color [color] Yellow
item group id [item_group_id] 12345
id [id] 12345-Y


Attribute Value
color [color] Blue
item group id [item_group_id] 12345
id [id] 12345-B

Same product submitted to multiple countries

Attribute Value
Target country United States
id [id] 01ABC


Attribute Value
Target country Canada
id [id] 01ABC
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