Feeds overview


Legacy feeds content

This article includes some information that applies to the old feeds experience in Merchant Center. If you're using primary and supplemental feeds, read about how to set up feeds.

A feed is a file made up of a list of products which use groupings of attributes that define each one of your products in a unique way. Attributes, such as condition and availability, can have standardized values, or accepted "answers". Other attributes, such as id or title, can be open to fill with your own choice of value. Accurately describing your items using the required and suggested attributes helps users to more easily search for and find your items.

There are a number of policies in place around how to use each attribute, and how often to update your product data. Be sure to review our policies carefully to make sure you understand the requirements.

Suggested file formats

When creating a new feed, it's important to choose the format that will best suit your needs as a retailer. We support data feeds in two general formats, text (.txt) and XML (.xml). 

For most small merchants, we recommend you build your product data in a .txt file with a spreadsheet editor or create your feed in Google Sheets, using the provided feed template and Merchant Center add-on.

Creating your product data

When you're creating a feed for your product data, be sure to refer to the attribute guidelines in the Product data specification. Submitting your product data to Google in the right format is important for creating successful ads for your products.

In some cases, Feed Rules may allow you to export and submit your product database “as is” and then transform your attributes and values to meet the Product data specification requirements directly in Google Merchant Center.

Once you've created and registered your feed, you can begin to upload your product data

 Feed uploading is only one of the ways to submit product data to Merchant Center. You can also submit product data via the Content API for Google Shopping or via an E-commerce platform import from a supported e-commerce platform.



Related links: 

Product data specification
Create your product data
Supported file formats
Register a feed
Upload a feed

Was this article helpful?
How can we improve it?