While activating your loyalty program in Merchant Center, ensure that the program meets the editorial guidelines.
On this page
Editorial guidelines
Guidelines for program details
Program name
- A limit of 25 characters
- Must match the name of your program on your website
- Start with capital letter
- Use correct grammar and spelling
- Use proper spacing
- Use appropriate punctuation and symbols
- Use proper capitalization
- Don’t use offensive language
- Trademark symbol (™) is supported
Program label
Use the program label to specify the loyalty program label for product feed or Content API.
- A limit of 25 characters
- To separate 2 words, use “_”
- List of characters not supported: space
- Supported delimiter: “_”
Program description
- A limit of 39 characters
- Start with capital letter
- Highlight the most attractive perk applying to all your loyalty tiers (mandatory)
- Use correct grammar and spelling
- Use proper spacing
- Use appropriate punctuation and symbols
- Use proper capitalization
- Don’t use offensive language
Program URL
- Your landing page must display all the details of your loyalty program
- You can include URL parameters for the purpose of tracking traffic
- Make sure your landing page is live
- Use a landing page, not a file or email
- Only link to the domain from your Merchant Center account
- Include an easy to find CTA for shoppers to join your program
Number of tiers or levels
- The number of tiers submitted in Merchant Center should match the number of tiers on your website
Guidelines for level benefits
Level name (tier name)
- A limit of 25 characters
- Must match the name of your program level on your website
- Start with capital letter
- Use correct grammar and spelling
- Use proper spacing
- Use appropriate punctuation and symbols
- Use proper capitalization
- Don’t use offensive language
Level label (this is used to build product feed and create a special shipping service)
- Limit to 25 characters
- Use correct grammar and spelling
- Use “_” for spacing
- Use appropriate punctuation and symbols
- Use proper capitalization
- Don’t use offensive language
Level URL
- This is an optional field
- Landing page should display details of your loyalty program
- Make sure your landing page is live
- Use a landing page, and not a file or email
- Only link to the domain from your Merchant Center account
Level benefits
- For each level, you may select multiple benefits
- Each level benefit should match the information on your website
How it works
After you activate your loyalty program in Merchant Center, the submission goes through the following sequence.
| Action | Status in Merchant Center |
|---|---|
| Initiation of “Getting started” | Get started |
| “Submit for review” | Under Review |
| Rejected by reviewers | Rejected |
| Approved by reviewers | Active |
Google takes up to 48 hours to review your loyalty program, its associated tiers, and associated benefits before surfacing them across Google properties.
Approval process
Policy review: After you submit details on the loyalty program and its benefits, Google reviews them during business hours to check if they follow editorial requirements.
Note: You’ll receive an email if the submission doesn't meet our editorial guidelines. Review the email and our editorial requirements, and then edit and resubmit the details.