About data mapping across feeds

The local inventory ads feature shows shoppers what nearby stores have the products they're looking for. To surface this information, Google matches data across the 4 possible sources: Google My Business locations, the local products feed, the local product inventory feed, and the products feed.

Data mapping between the online products feed and the local products feed only occurs if you are using a legacy local products feed.

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. Depending on how you set up your feeds, this ID is at least one of the following:

  • id in your products or local feed and/or
  • webitemid in your local products feed

Using the product ID, we grab information about that product from your products feed (if applicable), local products feed, and local products inventory feed. Then, we use your store code to gather information about the store where that product is sold.

Data source 1...

...connects to data source 2...


...in order to...

Product feed (if you have it)

Local products feed

id, webitemid, or unique product identifiers

Gather essential information about the product, like a description and image link

Local products 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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