Best practices for submitting unsupported variants

The most common types of product variations are supported by detailed product attributes for color [colour], 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 will give you tips for how to submit variants when your products don't fit the detailed product attributes that we provide.

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

Best practices for submitting products that vary by unsupported attributes

  • Submit a separate item for each variant, making sure that the title, image, description and price reflect the specific product variant that you're selling.
  • Be clear in the title [title] attribute about the part of the product that is different between your variants.
  • Do not provide a value for the item_group_id [item_group_id] attribute.


You sell car parts, and each component that you sell differs based on the make and model of the car that would use it. Since the Products Feed Specification doesn't have attributes for make and model, you can't submit variants with an 'item group ID'. Instead, you can put the information about what makes each item different – the car part's target make and model – into the 'title' attribute for each item. Google can use the text that you provide in the 'title' attribute to help show your variants to users.

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 complete configured product, submit items 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 that you're selling. Learn more about requirements for customised products.
  • If your inventory and prices change frequently throughout the day, you might consider using automatic item updates.


You're a custom jewellery manufacturer, and you allow users 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 in your product data. Instead, you decide to promote only your best-selling configurations on Google. When a user sees an ad for your jewellery, they see the price and image for the completely configured product.

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