Set up your product data in Google Sheets

This article includes instructions on how to create and upload your product data in Google Sheets. Merchant Center offers a template and a Google Sheets add-on to help you build your product data.

Before you get started with creating and uploading your product data, you will need to register your Google Sheet with Merchant Center.

Add your data

As you fill out your feed according to the instructions below for the type of spreadsheet you’re using, the Merchant Center add-on can help you provide accurate data by auto-completing various pieces of data. If you’d prefer to turn off this auto-complete feature, you can disable it in the menu for the add-on.

  • Attribute names: As you’re typing in the header row of your sheet, select from the list of accepted attribute names. Learn more
  • Accepted values: Select from the list of accepted values for any attributes with standardized values. Learn more
  • Google product category: As you’re typing in the product value in the attribute, the add-on will offer suggestions based on the Google product taxonomy. Select the correct category from the list of suggestions. Learn more

If you’d prefer to turn off this auto-complete feature, you can disable it in the menu for the add-on.

Use annotations on your website to add your data

If you’ve annotated your website with structured data markup, the add-on can populate and update matching attributes directly from your website into the feed. 

Before you use this add-on feature, make sure your site is properly annotated with structured annotations. If your site is not annotated correctly,  you won’t be able to use the tool to autofill your feed. Learn more

Select Update from website from the Merchant Center add-on to get started. Make sure the landing page URL for each annotated product is included in the link attribute for each item in your feed, and the id is set to match the SKU for each item in your feed. Every landing page URL should match the the webpage URL you claimed in Merchant Center. 

Click Update to start the process and update all rows. Select the dropdown arrow on the button and select Update selected rows if you would like to only update any rows you have selected.

Note: The feature can create and validate up to 1000 rows at a time. If your feed is larger than 1000 rows, use the Update selected rows option to create and validate your feed in batches.

Modifying your Google Sheet during the update process may cause changes to be overwritten. If you accidentally overwrite your changes, use the Sheets revision history feature to still allows you to go back in time. The update process may take a few minutes, depending on the number of products to be processed.

Validate your annotations

Any errors that the add-on finds during the update from the website will be listed in the sidebar. Incorrect or missing annotations will generate errors that will need to be corrected within the Sheets-powered feed. Verify that the structured data on your site is correct, and that the id and SKU match exactly. If you encounter errors, use the Structured Data Testing Tool to verify that your structured data is set up correctly. Visit the Google Search Console Help Center to learn more about using the tool, debugging any issues, and interpreting your results in the tool.

 After you’ve reviewed the data and corrected any errors, you can begin the full data validation and submission process. 

Advanced options

Use the advanced options in the add-on if you want to have greater control over the values that are autofilled from your website as well as the actions taken within the feed. 
  • Only update selected attributes: Use this option if there are specific annotated attributes you would like to update. Don’t select this option if you want to use the autofill feature for all available attributes.
  • Overwrite all values: Use this option if there is existing data in your feed that you would like to overwrite with the autofilled values.

Validate your data

Once you’ve filled in your product data, use the add-on to validate the data to check that it will process correctly by clicking Validate sheet at the bottom of the add-on. If there are any processing errors or warnings in your data, you can click on each issue to see examples in the sheet. Note that you can only validate an entire Sheet if it’s 1,000 rows or less.

You can also validate specific rows in your sheet by highlighting the desired rows and changing the validator button to Validate selected rows.

If you have used structured data markup, test your implementation with the Structured Data Testing Tool. Visit the Google Search Console Help Center to learn more about using the tool, debugging any issues, and interpreting your results in the tool.

Submit your feed

You can submit your spreadsheet to Merchant Center directly from Google Sheets by selecting Upload sheet from the bottom of the add-on. You’ll be able to review the processing results from the last 5 uploads of this feed from the add-on. Be sure to check the Diagnostics page after you’ve uploaded for your feed for a full list of all errors and warnings for your data.

Google Sheets format requirements

  • The first page of a Google Sheets file must contain the product data to be submitted. The first line of this page must be the header. The header must contain a single attribute per cell. Any values that are not supported attributes will cause errors during the verification and upload process.
  • Each cell may only contain a single value per item, and comply with the value rules outlined in the Product data specification.
  • For group attributes such as tax and shipping use colon-separated sub-attributes. Visit Set up tax settings and Set up shipping settings for more information.
  • If an attribute accepts multiple values, you should provide each value separated by a comma, such as ‘blue, green, red’ wherever applicable. In attributes where multiple values are accepted, if a comma doesn't indicate a separate value, it should be submitted with a preceding backslash, such as ' \, '. Refer to the Product data specification to learn more.Note that not all attributes support multiple values; for example, you may only provide one id or description value.


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