link: Definition

When users click on your product, they’re sent to a landing page on your website for that product. Set the URL for this landing page with the link attribute.

An illustration showing how an ad click leads to the product

When to use

Required for all products except for those you sell directly on Google.

If you only submit the link attribute, all desktop and mobile device users are directed to the landing page specified here. Keep in mind that when you submit a tracking URL for the ads_redirect attribute,  users who click on Shopping ads will be sent to that URL rather than the value that you submit for link or mobile_link attributes. Learn more about how link, mobile_link, and ads_redirect work together



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

Type URL (including http or https), ASCII characters only, and RFC 3986 compliant
Limits 1–2,000 characters
Repeated field No property
(What's this?)
Offer.url, Type: URL
File format Example entry
Text feeds
XML feeds <link></link>

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.

  • Ensure that your landing page is mobile friendly. Make sure that the landing page you submitted works on desktop and mobile devices. Your landing page must meet this requirement even if you also use the mobile_link attribute.
  • Start with http or https and comply with RFC 3986. For example:
  • Use your verified domain name. Make sure to use the domain name that you verified (during account setup or through the Website Verification tab). Learn more about how to verify and claim your domain name
  • Make sure your URL can be crawled by Google. For example, ensure your robots.txt file is configured correctly. Learn more about robots.txt files
  • Replace any symbols or spaces with URL encoded entities. For example, if your URL contains an &, then replace it with %26.
  • Don’t require users to register, sign in, or take any other actions to view information about your product. Make sure users see your final landing page immediately after clicking on your product.
  • Submit only one attribute per item. If you provide multiple link attributes for the same item, only one of them will be applied.
  • Use legally required redirects. For certain products, local laws may require that your users land on a separate page before your landing page. For example, you may need to verify age before users can access your site. After users get past this page, make sure your landing page meets all the same guidelines described earlier. Learn more about requirements for landing pages

Best practices

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

  • Use a stable URL. The URL that you include shouldn’t change unless your landing page moves. For example, don’t use URLs with timestamps or parts that could change each time you submit your product data. Whenever you change your URL, your landing page will need to be evaluated and crawled. This process could cause unnecessary load on your servers.
  • Pre-select the correct variant. Link to your landing page with the correct variant selected. Users who see the product they clicked on are more likely to purchase it. Still remember to submit your variant details through the appropriate attributes such as color, size, and age_group.
  • Use the mobile link attribute along with the link attribute if you have a separate landing page designed for mobile devices. Learn more about mobile link
  • Do not include Google Ads ValueTrack parameters in the link or mobile link URL. If you need to use ValueTrack parameters, use the ads_redirect attribute to provide your landing page URL with tracking parameters. In addition, you can use the Google Ads tracking template or auto-tracking to manage tracking in Google Ads. Learn more about ads_redirect attribute or the Google Ads tracking template
  • Use as few redirects as possible. Redirects increase the time between a user clicking on your product and loading your landing page. Lengthy loading times cause your users to have a negative experience.
  • Make sure all redirects are to the same verified domain to prevent errors.
  • Use microdata. Use microdata to indicate how elements on your landing page correspond with your product data. Specifically, make sure that your microdata matches the variant displayed on your landing page. Learn more about microdata


Submit the link attribute without mobile_link and ads_redirect
Product Google pens
ads_redirect None
mobile_link None

Users on desktop and mobile who click on your product will be taken to:

Product without variants
Product Google pens
Product with variants

When including a URL for a product with variants, make sure that the variant is automatically selected based on the URL.

Product Google pens, black ink
Product Google pens, red ink
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