id: Definition

When to use

Required for each product


Follow these formatting guidelines to make sure we understand the data you're submitting.

Type Unicode characters (Recommended: ASCII only): alphanumeric, underscores, and dashes 
Limits 1–50 characters
Repeated field No property
(What's this?)
Product.sku, Type: Text
File format Example value
Text feeds tddy123uk
XML feeds <g:id>tddy123uk</g:id>

To format your data for Content API, see the Content API for Shopping.


Follow these guidelines to make sure you submit high-quality data for your products.

Minimum requirements

These are the requirements you'll need to meet to show your product. If you don't follow these requirements, we'll disapprove your product and let you know in the Diagnostics page in your Merchant Center account.

  • Use a unique ID for each different product. The ID allows you and Google to distinguish each product.
  • Use a stable ID for each product. Once you've assigned an ID to a product, don't change it. The ID you choose, in combination with country of sale and language, identifies the product, helps us to retrieve any product-specific information, and is used to track the product's performance history in Merchant Center and Google Ads. If you change the ID, you'll overwrite your product and its history.
  • Use the same ID for the same product targeting different countries or different languages within the same country. Learn more about language requirements
    • If you target a multilingual country, like Switzerland, use the same ID for a product shared in each supported language such as German, French, and Italian.
    • If you target multiple countries, like the United States and Canada, use the same ID for a product shared between countries.
  • Don’t use casing to make IDs unique. While product IDs are case-sensitive in the Merchant Center, there may be cases in which two products with product IDs that differ only by casing are interpreted as the same product. For example, if you submit ID abc123 for one product and ID ABC123 for another, these offers may be confused in Google Ads filtering or there could be issues matching them across supplemental and primary feeds. Instead of casing, use unique combinations of letters and numbers to differentiate products.
  • Don’t reuse or recycle the same ID for different products. For example:
    • Don’t reuse an ID for different products in the same country of sale or language.
    • Don’t reuse an ID for products with variants. Each variant is a unique product and needs its unique ID.
    • Don’t reuse an ID if you sell a “promotion of the day.” IDs are linked to a product, not a promotion.
    • Don’t recycle an ID for new products. Even if you’re not selling a product anymore or the product is out of stock, don't use that product's ID for any other product.
  • Avoid white space. Consecutive white spaces and white spaces before and after the ID will be automatically removed.
  • Don't submit invalid unicode characters. These characters are generally added during your file's encoding process. To avoid them, use UTF-8 encoding. To help prevent encoding issues, submit files in a compressed format. Examples of invalid unicode characters include:
    • Control characters (e.g., U+200D)
    • Function characters
    • Private area characters
    • Surrogate pairs
    • Unassigned code points

Best practices

To optimize your product data's performance, follow these best practices:

  • Use SKUs as IDs where possible. SKUs help us to understand the structure of your landing page. Since SKUs are unique, they can also help prevent you from accidentally reusing IDs.


Product without variants
Product Android Squishable
id 01ABC
Product with variants

Include a unique ID for each variant of the product. For example, if you have a parent SKU for a set of 4 variants of the same product, submit the parent SKU in the item_group_id attribute and a unique ID based on the parent SKU for the id attribute.

Product Google Malibu sunglasses
color Red
item_group_id 12345
id 12345-R
Product Google Malibu sunglasses
color Green
item_group_id 12345
id 12345-G
Product Google Malibu sunglasses
color Yellow
item_group_id 12345
id 12345-Y
Product Google Malibu sunglasses
color Blue
item_group_id 12345
id 12345-B
Same product submitted to multiple countries
Product Android Squishable
Country of sale United States
id 01ABC
Product Android Squishable
Country of sale Canada
id 01ABC
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