In this help center, you can find content for both Merchant Center Next and the classic Merchant Center experience. Look for the logo at the top of each article to make sure you're using the article for the Merchant Center version that applies to you. 

Loyalty program [loyalty_program]

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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.

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When to use

Optional 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.

Note: Loyalty program [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.


Loyalty program [loyalty_program] has 6 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.
  • Member price effective date [member_price_effective_date] (optional): This sub-attribute allows merchants to specify when their member pricing benefit begins and ends.

Note: Loyalty points [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.


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 [loyalty_program], and then, in parentheses, add the names of the sub-attributes that you want to submit separated by a colon ( : ). Don't use quotation marks.

The program label [program_label] and tier label [tier_label] sub attributes are always required.

For example, to submit 5 sub-attributes program label [program_label], tier label [tier_label], and price [price], loyalty points [loyalty_points], and Member price effective date [member_price_effective_date], submit the attribute header:


If only some of your products have sub-attributes values, you can use colons ( : ) as placeholders. Remember to still acknowledge those placeholder fields in your attribute header. For example, if all your products offer points but only some are eligible for member price, your data should look like this

Attribute header: loyalty_program(program_label:tier_label:price:loyalty_points:member_price_effective_date)

Product with member price: program_label:tier_label:price:loyalty_points:member_price_effective_date

Product without member price:


XML feeds




<g:price>10.00 USD</g:price>







<g:price>9.00 USD</g:price>




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


Example entry


loyalty_program my_loyalty_program:silver:10 USD::10:, my_loyalty_program:gold:9 USD::20:2017-05-11T00\:01\:59-0800/2017-06-21T22\:13\:59-0800 
Backslashes ("\") are only needed in front of colons for the member price effective date sub-attribute value for Text feeds (not needed for API or XML).
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.
  • Use ISO 8601 standard to represent the effective dates for the Member price effective date [member_price_effective_date] sub-attribute.

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.

Related links

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