About data mapping across feeds and accounts

In order to show customers which local products can be found in nearby stores, Google matches data across different sources: Google My Business locations, the primary feed, and the local product inventory feed in the Merchant Center.

An illustration representing how data maps across feeds and accounts.

About matching

The key links between all of your data submissions are your product identifiers and your store codes. These attributes must be consistent across all of your data sources.

As a starting point, we grab the unique ID for a product that matches a shopper’s search query.

Using the product ID, we match product information from the primary feed with the inventory information from the local product inventory feed. Then, we use your store code from the local product inventory feed and match it against the locations from the linked Google My Business location group to gather information about the store where that product is sold.

Data source 1...

...connects to data source 2...


...in order to...

Primary feed

Local product inventory feed

id, a unique identifier for each of your products that you use across your feeds to identify the same item

Identify which products are available in each of your stores

Local product inventory feed

Google My Business Locations

store code, a unique identifier for each store location that you provide in your Google My Business Locations account

Capture information about the store where a product is available, like hours and location

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