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


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

For details on when and how to submit values in English, learn more about submitting your product data

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, have a look at the Content API for Shopping.


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

Minimum requirements

These are the requirements that 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 on the Diagnostics page 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 that 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 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 best practices 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.


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
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