The loyalty programme [loyalty_program] attribute allows setting up of member prices, member shipping and loyalty points in your Merchant Center account. Adding the attribute helps Google to accurately represent the benefits of your loyalty programme across Google properties.
On this page
When to use
Optional
Loyalty programme [loyalty_program] is a group attribute that is optional for all products. It is used to specify loyalty pricing, loyalty points and loyalty delivery for your product for members of the loyalty programme that you have set up in Merchant Center.
[loyalty_program] is available for AU, JP and US merchants. The attribute is only required if you want to display offer-level loyalty benefits. For example, points, member pricing and member delivery.Sub-attributes
Loyalty programme [loyalty_program] has seven sub-attributes:
- Programme label
[program_label](required): This is the loyalty programme label set in your loyalty programme settings in Merchant Center. This sub-attribute allows Google to map your loyalty programme 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 programme settings in Merchant Center and is required for feed changes, even if your loyalty programme only has one tier. - Loyalty points
[loyalty_points](optional): Loyalty points[loyalty_points]indicate the points that the members gain upon 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. - Price
[price](optional): This sub-attribute allows you to add member-specific pricing to your feed. This will be displayed alongside the non-member price to give shoppers an idea of the benefits of joining your programme. - Member price effective date
[member_price_effective_date](optional): This sub-attribute allows merchants to specify when their member pricing benefit begins and ends. - Delivery label
[shipping_label](optional): This sub-attribute allows merchants to specify which offers are eligible for loyalty delivery. Choose your own definition for this value.
[price], [member_price_effective_date] and [shipping_label] sub-attributes are only available to US and AU merchants. To display loyalty delivery benefits, merchants also need to set up a loyalty delivery policy. Learn more about configuring the delivery settings of your loyalty programme.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 programme. All offers will default to being displayed with this loyalty benefit. If you have products with point earnings that don't match the default earning ratio, you can use programme label [program_label], tier label [tier_label] and loyalty points [loyalty_points] in your loyalty programme [loyalty_program] attribute to override the default.
Format
Follow these formatting guidelines to make sure that Google understands the data that you're submitting. Learn more about submitting product data
| Type | String (Unicode characters. Recommended: ASCII only) |
| Schema.org property (What's this?) |
Learn more about merchant listing (member pricing) structured data on Google Search Central. |
| File format | Example value |
| Text feeds |
Format the attribute header by including the sub-attributes that you're submitting. Include loyalty programme Example: Format the value by submitting the value of each sub-attribute listed in the same order as in the header and separated by a colon (:). Example:
Separate the values for different membership tiers by commas. Don't add a space after the comma. Example:
If only some of your products have sub-attribute values, you can use colons ( Attribute header: Possible value (product with member price) Possible value (product without member price): |
| XML feeds |
|
To format your data for Content API, see Content API for Shopping.
Format the [member_price_effective_date] sub-attribute:
- Google Sheets: Backslashes ('\') are needed in front of colons for the member price effective date
[member_price_effective_date]sub-attribute. - Tab-delimited (or tab-separated values) feeds: Quotes (") are needed for the member price effective date sub-attribute.
- API or XML: Neither is needed.
Follow the formatting example if you're using text feeds. The format is applicable to both primary and supplemental feeds.
Google Sheets
| Header | loyalty_program(program_label:tier_label:price:loyalty_points:member_price_effective_date:shipping_label) |
| Value | 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:loyalty_shipping_gold |
Tab-delimited text file
| Header | loyalty_program(program_label:tier_label:price:loyalty_points:member_price_effective_date:shipping_label) |
| Value | 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":loyalty_shipping_gold |
Minimum requirements
These are the requirements that you'll need to meet to show your loyalty programme benefits on Google. If you don't follow these requirements, we'll disapprove your loyalty programme and let you know in your Merchant Center account.
- Ensure adherence to Google's editorial standards by reviewing the Help Centre and making sure that your benefits and programme data meet requirements.
- Ensure that the currency of the price
[price]sub-attribute for the loyalty programme[loyalty_program]attribute matches the currency of the price[price]attribute. - Ensure that the price
[price]sub-attribute for the loyalty programme[loyalty_program]attribute is not higher than the price[price]attribute. - Ensure that the programme label
[program_label]and tier label[tier_label]sub-attributes for the loyalty programme[loyalty_program]attribute match one of the programme labels and tier labels configured under your Merchant Center account. Bear in mind that the values that you provide for the programme label[program_label]and tier label[tier_label]sub-attributes are case sensitive. - Ensure that the data provided to Google matches what's showcased on your website. Google will check to make sure that the benefits and programme information submitted in Merchant Center align with the information displayed on your website.
- Ensure that member prices are clearly displayed on your website either in the PDP (as a $ value or percentage off), in your loyalty overview page or a dedicated sales event page. Google periodically checks offers that have member prices to ensure that the price submitted to Google matches what's showcased on your website.
- Ensure that the member price effective date sub-attribute is provided when the member price is effective only for a certain period. If this is not specified, Google will assume that this is effective all the time and may show an incorrect price to the users when the price is no longer live.
- Use the ISO 8601 standard to represent the effective dates for the member price effective date
[member_price_effective_date]sub-attribute. - Ensure delivery label
[shipping_label]is included within the loyalty programme[loyalty_program]group attribute for products that are eligible for loyalty delivery. This is different from the regular delivery label[shipping_label]. The delivery label[shipping_label]sub-attribute doesn't need to be and shouldn't be added to loyalty delivery policy.
Best practices
These best practices can help you to go beyond the basic requirements to optimise your loyalty programme 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 eligibility to show loyalty prices.
- If you're selling products with minimum advertised pricing (MAP) agreements, submit the member price only when it's compliant with MAP.