Best practices for submitting unsupported variants

The most common types of product variations are supported by detailed product attributes for color [color], size, [size], pattern [pattern], material [material], age group [age_group], gender [gender], size type [size_type] and size system [size_system].

You might not be able to use these attributes to thoroughly describe your variants if you sell build-to-order custom products or products that vary by other qualities. The best practices here provide tips for how to submit variants when your products don't fit the detailed product attributes Google provides.

If you aren't familiar with the terms used here, learn more about detailed product attributes and variants.

Best practices for submitting custom products

  • In your product data, submit either the complete configured product or the components for a product.
  • If you submit a completely configured product, submit products that are readily available and best-sellers.
  • If you submit a component of a product, make sure that the image, description, and price reflect the component you're selling. Learn more about requirements for customized products
  • If your inventory and prices change frequently throughout the day, you might consider using automatic item updates.


You're a custom jewelry manufacturer, and you allow customers on your website to select from setting and stone options to create the final product. You have so many possible combinations for your products that you don't want to set them all as variants with an item group ID [item_group_id] attribute in your product data. Instead, you decide to promote only your best selling configurations on Google. When a customer sees an ad for your jewelry, they see the price and image for the completely configured product.

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