id [id]: Definition

Use the id [id] attribute to uniquely identify each product. The ID won’t be shown to users who view your ads. However, you can use the ID to look up your product, place bids and check a product's ad performance. We recommend that you use your product SKU for this value.

When to use

Required for each product

Format

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

Type Unicode characters (Recommended: ASCII only): alphanumeric, underscores and dashes 
Limits 1-50 characters
Repeated field No
Schema.org property
(What is this?)
Product.sku, Type: Text
 
File format Example value
Text feeds tddy123uk
XML feeds <g:id>tddy123uk</g:id>
Content API v2 (JSON) "id": "tddy123uk"
Content API v2 (XML) <id>tddy123uk</id>

Guidelines

Follow these guidelines to make sure that you submit high-quality data for your products and get the best performance from your ads.

Minimum requirements

These are the requirements that you'll need to meet to in order to use this attribute. If you don't follow these requirements, we'll either disapprove your product or reject your the adwords_redirect [adwords_redirect] attribute. You will receive a notification in the Diagnostics section of your Merchant Center account. 

  • Use a unique ID for each 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 advertising history in Merchant Center and AdWords. 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 rely on casing to make IDs unique. For example, if you submit ID abc123 for one product and ID ABC123 for another, they may be interpreted as the same product in some places. Instead, 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 any more 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

These are best practices that can help you go beyond the basic requirements to optimise your product data for performance. 

  • 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 to prevent you from accidentally reusing IDs.

Examples

Product without variants
Product Android Squishable
id [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 four variants of the same product, submit the parent SKU in the item_group_id [item_group_id] attribute and a unique ID based on the parent SKU for the id attribute.

Product Google Malibu sunglasses
color [colour] Red
item_group_id [item_group_id] 12345
id [id] 12345-R
   
Product Google Malibu sunglasses
color [colour] Green
item_group_id [item_group_id] 12345
id [id] 12345-G
   
Product Google Malibu sunglasses
color [colour] Yellow
item_group_id [item_group_id] 12345
id [id] 12345-Y
   
Product Google Malibu sunglasses
color [colour] Blue
item_group_id [item_group_id] 12345
id [id] 12345-B
Same product submitted to multiple countries
Product Android Squishable
Country of sale United States
id [id] 01ABC
   
Product Android Squishable
Country of sale Canada
id [id] 01ABC
Was this article helpful?
How can we improve it?