The loyalty program [loyalty_program] attribute allows setting up of member prices and loyalty points in your Merchant Center account. Adding the attribute helps Google to accurately represent the benefits of your loyalty program across Google properties.
On this page
When to use
Optional
Loyalty program [loyalty_program] is a group attribute that is optional for all products. It is used to specify loyalty pricing and loyalty points for your product for members of the loyalty program you have setup in Merchant Center.
[loyalty_program] is available for US and JP merchants. The attribute is only required if you want to display offer level loyalty benefits and member pricing.Sub-attribute
Loyalty program [loyalty_program] has 5 sub-attributes:
- Program label
[program_label](required): This is the loyalty program label set in your loyalty program settings in Merchant Center. This sub-attribute allows Google to map your loyalty program to eligible offers. - Tier label
[tier_label](required): The tier label[tier_label]sub-attribute differentiates offer level benefits between each tier. This value is also set in your program settings in Merchant Center, and is required for feed changes even if your loyalty program only has 1 tier. - Loyalty points
[loyalty_points](optional): A custom attribute, loyalty points[loyalty_points]indicate the points that the members gain on purchasing the product on your website. This needs to be a whole number as fractions aren’t supported. The loyalty points[loyalty_points]sub-attribute can be specified at the tier level. - Cashback
[cashback_for_future_use](optional): Reserved for future use - Price
[price]: This sub-attribute allows you to add member specific pricing to your feed. This will display alongside the non-member price to give shoppers an idea of the benefits of joining your program.
[loyalty_points] and program label [program_label] sub-attributes are applicable to US and JP merchants. The [price] sub-attribute is only available to US merchants.US merchants can also display shipping level benefits of their loyalty program. Learn more about configuring shipping settings of your loyalty program.
For JP merchants, the only applicable loyalty benefit is loyalty points. In Merchant Center , you can set a default point earning ratio when you set up your loyalty program. All offers will default to displaying with this loyalty benefit. If you have products with point earnings that don’t match the default earning ratio, you can use program label [program_label], tier label [tier_label], and loyalty points [loyalty_points] in your loyalty program [loyalty_program] attribute to override the default.
Format
Follow these formatting guidelines to make sure Google understands the data you're submitting. Learn more About submitting product data
| Type | String (Unicode characters. Recommended: ASCII only) |
The below example showcases an offer with a $10 USD price, and assumes that you have 2 loyalty program tiers, 'silver' and 'gold’. In this case, if silver members earn 10 points, gold members earn 20 points.
| File format | Example value |
| Text feeds |
Format the attribute header by including the sub-attributes you’re submitting. Include loyalty program The program label For example, to submit 3 sub-attributes program label
If only some of your products have sub-attributes values, you can use colons ( Attribute header: Product with member price: Product without member price: |
| XML feeds |
|
To format your data for Content API, see the Content API for Shopping.
Follow the formatting example if you’re using supplemental feeds to provide loyalty information
| Column |
Example entry loyalty_program(program_label:tier_label:price:cashback_for_future_use:loyalty_points) |
loyalty_program |
my_loyalty_program:silver:10 USD::10,my_loyalty_program:gold:9 USD::20 |
Note: The program label and tier label will be used to set up shipping benefits. Learn more about configuring shipping settings of your loyalty program
- For text feeds, colons are required.
- If some sub-attributes are missing, represent them as empty strings.
- Separate the values for different membership tiers by commas. Don’t add space after the comma.
Minimum requirements
These are the requirements you'll need to meet to show your loyalty program benefits on Google. If you don't follow these requirements, we'll disapprove your loyalty program and let you know in your Merchant Center account.
- Ensure adherence to Google’s editorial standards by reviewing the help center and making sure your benefits and program data meet requirements.
- Ensure that the currency of the price
[price]sub-attribute of the loyalty points[loyalty_points]attribute matches the currency of the price [price] attribute. - Ensure that the price
[price]sub-attribute of the Loyalty points[loyalty_points]attribute is not higher than the price[price]attribute. - Ensure that the program label
[program_label]and tier label[tier_label]sub-attributes of the loyalty points[loyalty_points]attribute match one of the program labels and tier labels configured under your Merchant Center account. - Ensure the data provided to Google matches what’s showcased on your website. Google will check to make sure the benefits and program information submitted in Merchant Center aligns with the information displayed on your website.
- Ensure Member prices are clearly displayed on your website either in the PDP (as a $ value or percentage off) or in your loyalty overview page.
Best practices
These best practices can help you go beyond the basic requirements to optimize your loyalty program data for performance.
- Submit exact values for member pricing. For example, submit 1.01 USD instead of 1.0012 USD, otherwise we will round the submitted value.
- Leverage the price sub-attribute under the loyalty_program attribute and make feed updates for member pricing instead of setting up a feed rule (unless 100% of your products are eligible for flat rate discount member pricing). This will improve accuracy and decrease the chances of dropping off of eligibility to show loyalty prices.