The loyalty programme [loyalty_program] attribute allows member prices and loyalty points to be set up 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 and loyalty points for your product for members of the loyalty programme that you have set up 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 programme [loyalty_program] has five 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): 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 be displayed alongside the non-member price to give shoppers an idea of the benefits of joining your programme.
[loyalty_points] and programme 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 delivery-level benefits of their loyalty programme. Learn more about configuring 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) |
The below example showcases an offer with a USD 10 price, and assumes that you have two loyalty programme 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 that you're submitting. Include loyalty programme For example, to submit the three sub-attributes programme label
If you provide all five default sub-attributes, you can just provide the attribute name ( Format the value by submitting the values for the sub-attributes separated with a colon (
|
| XML feeds |
|
To format your data for the 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 programme label and tier label will be used to set up delivery benefits. Learn more about configuring delivery settings of your loyalty programme
- 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 a space after the comma.
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 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 programme label
[program_label]and tier label[tier_label]sub-attributes of the loyalty points[loyalty_points]attribute match one of the programme labels and tier labels configured under your Merchant Center account. - 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 aligns with the information displayed on your website.
- Ensure that member prices are clearly displayed on your website, either in the PDP (as a currency value or percentage off) or on your loyalty overview page.
Best practices
These best practices can help you 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 off of eligibility to show loyalty prices.