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Vehicle ads onboarding guide

Create a primary feed

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Step 5 of showing your local products on Google is creating, registering and submitting your feeds This is step 4a of the vehicle ads onboarding guide.

This article describes how to upload a primary feed to enable vehicle ads.

If you're interested in submitting vehicle ads data through API, click here.

The primary feed is a list of all your vehicle inventory with descriptive attributes. Some attributes are required for all vehicle ads in your feed, some are required for certain types of vehicle ads, and other attributes are recommended.


  • Not providing a required attribute may prevent that particular vehicle ad from showing up in results.
  • Not providing recommended attributes may impact the ad's performance.

Google recommends submitting all your vehicle inventory in a single feed.

Before you begin

  • Supported Vehicle Types: Only non-commercial, passenger vehicles such as cars and pickup trucks (utes in AU) are supported. Vehicle ads cannot be used to promote RVs, boats, buses, trains, etc.
  • Supported Offers: Your feed should only include vehicle offers. It should not include offers for spare parts, accessories, or any other shopping offers.
  • Attribute headers: You must use the exact attribute headers listed below for your feed to be processed correctly.
  • Unique Vehicle Offers: Ensure that you submit each vehicle offer only once in the feed by checking the vehicle identification number (VIN). If the same vehicle is available for multiple store codes or has multiple fulfillment types, these are supported by repeated fields for store codes and the group attribute for vehicle fulfillment, and there is no need to submit a VIN multiple times for these scenarios. If a VIN is submitted for more than one vehicle offer, those offers will be disapproved in the feed.
    • Exception: If you’re submitting offers in multiple languages, the VIN can be submitted once for each language (if available).

Build your primary feed

Step 1: Create a delimited text file, an XML file, or use API

To start, create either a delimited text file (recommended) or an XML file, or use the API.

Step 2: Tell us about the vehicles in your inventory

Your primary feed is Google’s source of information for your vehicle ads. The information you submit in this feed is what appears to auto shoppers searching for your products.

Vehicle ads feed specification

Attribute Description Type
Google product category [google_product_category]


Google Product Category.

Select the category: Vehicles & Parts > Vehicles > Motor Vehicles > Cars, Trucks & Vans


Use category code: 916

Vehicle fulfillment [vehicle_fulfillment]


This group attribute is used with the store_code sub-attribute for in store and ship to store fulfillment. Store code is not required for online offers. Learn more

Supported values:

  • in_store
  • ship_to_store
  • online

This attribute can be repeated up to 3 times for each offer, allowing dealers to specify an option for each fulfillment type.

Title [title]


Specific title for the vehicle for sale which is displayed in Merchant Center.

Title is automatically generated based on other attributes. Dealers can list this independently, but it will not be used.
Product type [product_type]


Use this attribute to include your own product categorization system in your product data.



Vehicle Identification Number, unique identifier for each car.

String, 17 digits
ID [id]


Your product’s unique identifier. This can be an internal stock number or VIN.

String. Must be unique.
Store code [store_code]


Unique alphanumeric identifier for each dealership.

Note: The store code attribute is case-sensitive and must match the store codes submitted in your Business Profile.


This is a repeated field which can take multiple values.

Image link [image_link]


Single image of the specific vehicle.

The URL for your main vehicle image.

Learn more about image guidelines for vehicle ads

Additional image link [additional_image_link]


Up to 10 additional images of the specific vehicle.

More images for your vehicle beyond the main image provided in the image link attribute, commonly used to show a vehicle from different angles.

This is a repeated field which can take multiple values.

Link template [link_template]


Link to specific vehicle descriptions page (VDP). Make sure to include the {store_code} ValueTrack parameter.

Note: The parameter in the URL should be written using the words “store_code”. Don’t input the actual store code.

The URL for the landing pages of the vehicle on your site.

Example: including store_code as URL parameter:{store_code}

Example: including store_code as part of URL path:{store_code}

Link [link]

Required for online offers

Link to specific vehicle descriptions page (VDP).

The URL for the landing pages of the vehicle on your desktop site.
Mobile link template [mobile_link_template]


Link to specific vehicle descriptions page (VDP) for mobile devices.

Make sure to include the {store_code} ValueTrack parameter.

Note: The parameter in the URL should be written using the words “store_code”. Don’t input the actual store code.

The URL for the landing pages of the vehicle on your mobile site.
Mobile link [mobile_link]


Link to specific vehicle descriptions page (VDP) for mobile devices.

The URL for the landing pages of the vehicle on your mobile site.
Ads redirect [ads_redirect]


Link + Storecode + Tracking Parameters

Price [price]


The selling price to be displayed on the ad.

Make sure this price matches the most prominent or final price on your VDP landing page.

Number plus currency (use ISO 4217).

Example: 8000.00 USD

Vehicle MSRP [vehicle_msrp]

Required for new cars

Optional for used cars

MSRP (Manufacturer Suggested Retail Price) for the vehicle in its current configuration.

If the MSRP is not the same as the selling price (above), it should be displayed separately on your VDP landing page as well and labeled as MSRP.

Use the same formatting as the price attribute.
Vehicle all-in price [vehicle_all_in_price]

Required for new cars in some countries

Optional for used cars

The all-in advertised price includes costs for the following –  any accessories attached to the vehicle, environmental levies, extra warranty, fuel, freight, pre-delivery inspection (PDI), dealer fees for handling licensing, provincial regulatory fees, miscellaneous dealer charges for security etching and nitrogen tire fill, and factory-to-customer or dealer-to-customer discounts or incentives.

This price must appear on the vehicle description page as well.

Note: The all-in advertised price doesn’t include sales tax, licensing (the cost of the plate and registration), any trade-in, or costs associated with vehicle financing.

Learn more about the applicability of the price attribute

Use the same formatting as the price attribute.
Condition [condition]


The condition of the vehicle.

Note: For a vehicle to be considered "new", the maximum mileage must be 200 miles or 200 kilometers.

Supported values:

  • Used
  • New
Certified pre-owned [certified_pre-owned]


Car is OEM certified pre-owned.

Boolean (yes / no)
Brand [brand]


The name of the company that manufactured the vehicle.

Model [model]


Model of the car without trim specifics.

(e.g. submit “Model” and not “Model deluxe" or “Model standard”)

Trim [trim]


Trim of the model.

String (for example, S, SV, SL)
Year [year]


Model year.

Integer (4 digit)
Mileage [mileage]


Number of miles on the vehicle.

Make sure to include the Unit (km/miles).

Integer + Unit (km/miles)

Example: 43000 KM or 24533 Miles

Color [color]


OEM specified exterior color, text.


Examples: White, Black, Red, Platinum, Metallic Tri-Coat


  • You can submit up to 3 colors, separated by “ / “
  • If you describe the vehicle on your landing page using a unique color (e.g. "Eco green"), submit that value through the color attribute, then add a more standard color name (e.g. “Green”) to your title.
Vehicle option [vehicle_option]


(Required for free vehicle ads)

List of installed options, using comma separators.

(e.g. Leatherette Seats, Rear View Camera, Navigation System, Front Seat Heaters, A/C, Sunroof, Bluetooth)


The maximum number of values supported is 200. Each value may contain up to 256 characters.

This is a repeated field which can take multiple values.

Body style [body_style]


Enum: Sedan, SUV, Crossover, etc.

Supported values:

  • convertible
  • coupe
  • crossover
  • full size van
  • hatchback
  • minivan
  • sedan
  • station wagon
  • suv
  • truck
Engine [engine]


Enum: Gasoline, Diesel, Electric, Hybrid

Supported values:

  • gasoline
  • diesel
  • electric
  • hybrid
Description [description]


Free text. Seller notes and options: free text field for additional information about the car, such as single owner and/or a Separated list of installed options e.g. Leatherette Seats, Rear View Camera, Navigation System, Front Seat Heaters, A/C Seat(s), Sunroof(s), Satellite Radio Ready, etc.

Custom label [custom_label_[0-4]]


Add up to 5 custom labels.

custom_label_0 through custom_label_4 allow you to create specific filters to use in your Shopping campaigns. Use these filters for reporting and bidding on groups of products. The information you include in this attribute won’t be shown to users.

For example, you could label a group of products by make, model, or year.

Learn more about custom labels



  • custom_label_0: (vehicle make)
  • custom_label_1: (vehicle model)
  • custom_label_2: (vehicle year)
Included destination [included_destination]


If you want to have your product participate in additional destinations (beyond what you specified in your feed settings), use the included destination [included_destination] attribute.

Learn more about included destination

Supported values:

  • vehicle_ads
Excluded destination [excluded_destination]


If you want to prevent your product from appearing in certain destinations, use the excluded destination [excluded_destination] attribute.

Learn more about excluded destination

Supported values:

  • vehicle_ads
Submitting the vehicle_fulfillment group attribute
Group attribute vehicle_fulfillment
Accepted values
  • in_store
  • ship_to_store
  • online
  • option
  • store_code

Text feeds

Format the group attribute name using vehicle_fulfillment, and then in parentheses, adding one of the supported fulfillment values followed by store_code (as needed). The store_code sub-attribute needs to be repeated for each store code value you want to submit, separated by a colon ( : ).

Example: In store fulfillment

If the store_code sub-attribute is repeated in the group attribute name, but only one store code value is submitted, the entry will still be accepted since there is only one colon in the value.

When a colon (:) doesn't indicate a separate sub-attribute value, the value should be surrounded by quotes (").

Name vehicle_fulfillment(option:store_code:store_code)
Values in_store:1111:2222

Example: Online fulfillment

The store_code sub-attribute is not required for online offers.

Name vehicle_fulfillment(option)
Value online

Example 3 : Hybrid offer

A hybrid offer combines both of the above examples as separate columns in the data

{other feed cols}

vehicle_fulfillment(option) vehicle_fulfillment
online in_store:1111:2222

Google Sheets

Format the group attribute name the same way as with text feeds. When a colon (:) is not used to separate sub-attribute values, it should be submitted with a preceding backslash ( “ \ “ )

Name vehicle_fulfillment(option:store_code:store_code)
Values in_store:1111:2222

XML Feeds

Include the store_code sub-attribute as needed. To specify different fulfillment options, submit multiple vehicle_fulfillment attributes and include the store_code sub-attribute.



Applicability of the price attributes


Inventory type

Advertiser type




US Used All Required Optional Optional
New All Required Required Optional
Canada Used All Required Optional Optional
New OEMs Required


OEMs should submit either one of the attributes:

  • vehicle_msrp
  • vehicle_all_in_price

Required for all offers in the province of Quebec

Optional for other states

OEMs should submit either one of these attributes for the optional states:

  • vehicle_msrp
  • vehicle_all_in_price
Non-OEMs Required Optional Required
  • Vehicle ads don’t have availability [availability] as an attribute. Therefore, don’t submit this attribute. Submitting it may lead to errors in the feed.
  • If you don’t submit a value for an optional attribute, Google interprets it as though that attribute hasn’t been submitted.

More frequent inventory updates

Inventory price and availability can change frequently. Increase the feed frequency to carry out more frequent updates of your inventory data. To submit product data through API, learn more about the Google Content API.

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