When you submit your product data to show Shopping ads or free listings, you may also choose to provide information about your return and refund policies. The return policy is a key factor for people who are making a purchasing decision, and showing your policies on your ads, listings and Gmail may help the performance of your products.
How it works
To set up returns, you'll need to create return policies in your Merchant Center account. Return policies can be associated with all products, with specific groups of products or even a single product by using the return policy label [return_policy_label] attribute in your product feed.
Alternatively, you can share your return policy automatically using the Content API. Only people with experience in web development should set this up but once it's done, anyone can use it. Learn how to share your return policy via the Content API.
For each return policy, you can configure a number of settings, such as return eligibility and when customers are responsible for return delivery costs.
Examples
| Return scenario | How to configure return policies |
|---|---|
| If you have one standard policy for all items that you sell: | Create a single policy. |
| If you have one standard return policy for domestic sales but you don't accept returns on international sales: | Create one return policy for the country that you accept returns from. Then set up another policy for 'international' countries that you sell to but don't accept returns from. |
| If you have one standard return policy for most items but certain others can't be returned: | Create a single standard return policy that applies to all items. Then, create an exception policy in which you'll indicate that returns are not allowed for certain items. In the exception policy process you'll be asked to create a label, which you'll apply to exception products in your feed.
Some products that commonly can't be returned are personal care items, safety equipment and customised production, like engraving. |
| If you have one standard return policy for most items but some items have to be returned sooner than others
(e.g. premium electronics) |
Create a single standard return policy that applies to all items having 30 days to return. Then, create an exception policy to indicate items with the exception applied that will need to be returned within 14 days.
In the exception policy process you'll be asked to create a label, which you'll apply to exception products in your feed. |
| Combination | You may have some combination of any of the above, which means that you'll need to create a standard policy and multiple exceptions. Then you'll apply the proper label to relevant products in your feed. |
Requirements
Provide clear and conspicuous refund and return information on your website. Based on information collected from this return policy, Google may show your general return policy on your ads, listings and Gmail. Any return policy that doesn't meet Google's policies may not be used.
- Make sure that the return policies are applicable not just to defective products, but also to more general cases, such as buyer's remorse.
- Make sure that the return policy is accessible to all users visiting your online shop, without having to log in, sign up or enter any personal information.
- Confirm that the return policies are consistent in Merchant Center and the website, and also throughout your website, for example, in the footer, returns page and web banner.
- Make sure that your website clearly states how you handle actions related to returns and refunds, for instance, the time frame within which you accept returns, the return method, return fees and so on.
Instructions
Add a return policy
You can create a policy that applies to a single country or to multiple countries. Once you've created a policy, you can add exception policies and you can add additional countries to any policy later (as long as that country isn't already included in a different policy).
- In your Merchant Center account, click the tools and settings icon
.
- From the 'Tools' menu, select Delivery and returns.
- Click the Returns tab.
- In the box at the top, click Add policy.
Return policies can be added in the 'Returns' section in Merchant Center (under 'Tools and settings' > 'Delivery and returns'), via feeds or via the Content API.
Step 1: Select which programme the return policy applies to
Choose 'Ads and free listings' and click Next.
Learn about Setting up return policies for Buy on Google.
Step 3: Return policy URL
- Enter the URL for the return policy on your website.
- Select whether or not you accept returns from the countries selected in Step 1 above.
Step 4: Return method
Select the various methods that customers can use to return your products, such as:
- In store
- At a kiosk
- By post
If you choose to let your customers return the products 'by post', you should also choose how your customers receive the return label. Choose one of the below options:
- Download/print
- In the box
- Customer responsibility
Step 5: Return window and seasonal override
- Enter the number of days that customers have to complete returns.
- Set a seasonal override for products that are ordered within a specific time range and for which there is an exception to the standard return policy (e.g. during the festive period).
- Set the dates on which the policy applies.
- Specify the latest date by which products must be returned or the number of days in the return window.
Note: If you set a specific date until which products may be returned and that date differs from the return window of a non-seasonal policy, the more favourable of the two policies will be applied.
Step 6: Product condition
Select whether you allow products to be returned if they are:
- New. This can include unopened products in original packaging and products that have never been used.
- Used. This can include products that are lightly used or opened.
Step 7: Return fees
- Select the currency, enter your restocking fee and indicate your return delivery costs.
- Review your details and click Done.
Add an exception policy
To add an exception, you'll need to change the parts of your existing policy that are different for specific products. Then, add a return policy label [return_policy_label] so that you can assign this exception to specific products in your feed.
- In your Merchant Center account, click the tools and settings icon
- From the 'Tools' menu, select Delivery and returns.
- Click the Returns tab.
- Select the return policy that you want to add an exception to.
- Click + Add exception policy.
- Enter the policy name and a label. This return policy exception will only apply to items that have the corresponding label in your feed.
- Set the return window for your policy. You can choose from a number of days after delivery, lifetime returns or no returns.
- Select the reasons that require customers to pay for the return delivery fees.
- Add a date range and return window if you want the policy exception to apply for a specific date range, for example during the festive period.
- Review your details, then click Save.
Add the return policy label attribute to products
If you only have one return policy (the default policy), you do not need to make any updates to your feed. But if you so wish, you can still add the return policy label [return_policy_label] column to your feed using the keyword 'default' as the label value for every product.
If you've created multiple return policies, you'll need to add the return policy label [return_policy_label] column to your feed. If the default policy applies, use the keyword 'default' or simply keep this column blank. For products that have an exception to the default policy, add the label name that you created for that exception policy.
Check the verification status of your return policy
Google verifies your return policies before using them. In the 'Status' column of the 'Returns' tab, you will see one of the following:
- Verified: Your policy has been approved.
- Pending: The review of your policy is not yet complete.
- Rejected: Your policy has not been approved. Ensure that your return policy meets the requirements, and update as needed.