unit_pricing_measure [unit_pricing_measure]: Definition

Use the unit_pricing_measure [unit_pricing_measure] attribute to define the measure and dimension of your product. This value allows users to understand the exact cost per unit for your product.

When to use

Optional for each product

If users might be interested in price per unit for your product and it falls into one of the following categories, then we recommend that you submit unit_pricing_measure [unit_pricing_measure].

The unit_pricing_measure [unit_pricing_measure] attribute is optional, but you may be required to provide this information based on local laws or regulations. For example, if your products target any of the EU member states or Switzerland, please consider the legal requirements on this matter defined in the national implementation acts of the EU directive 2010/30/EU and any other applicable local law.

Examples of products that often use this attribute are as follows:

  • Hardware
  • Office supplies
  • Food
  • Beverages
  • Tobacco categories
  • Flooring
  • Business cards
  • Perfume


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

Type Positive number plus unit
Supported units
  • Weight: oz [oz], lb [lb], mg [mg], g [g], kg [kg]
  • Volume (US imperial): floz [floz], pt [pt], qt [qt], gal [gal]
  • Volume (metric): ml [ml], cl [cl], l [l], cbm [cbm]
  • Length: in [in], ft [ft], yd [yd], cm [cm], m [m]
  • Area: sqft [sqft], sqm [sqm]
  • Per unit: ct [ct]

Repeated field No
Schema.org property (What is this?) Offer.priceSpecification.referenceQuantity, Type: QuantitativeValue
File format Example entry

750 ml

XML feeds <g:unit_pricing_measure>750ml</g:unit_pricing_measure>

For format API information, please see Content API for Shopping.


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 show ads for 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. 

  • There are no minimum requirements for this attribute. Keep in mind that you still need to follow the formatting guidelines or the information you submit can't be used.

Best practices

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

  • Submit the total amount (number) and units that make up your product. For example, if you submit 3 GBP for price [price], 150 ml (i.e. total amount/volume) for unit_pricing_measure [unit_price_measure] and 100 ml for unit_pricing_base_measure [unit_price_base_measure]. The unit price would be 2 GBP/100 ml.
  • Submit unit_pricing_base_measure [unit_pricing_base_measure] to include the denominator for your unit price. This attribute is useful when products like yours are typically shown with a price for a specific number of units. For example, you might be selling 150 ml of a specific perfume, but users are interested in seeing the price per 100 ml.
  • Submit a price that can be represented in your country of sale's currency (according to ISO 4217). For example, instead of 1.0012 GBP, submit 1.01 GBP. If your price can't be represented in your country of sale's currency, then we'll round it to a value that can.
  • Submit either the unit_pricing_measure [unit_pricing_measure] or energy_efficiency_class [energy_efficiency_class] attribute. Do not submit both. If both attributes are present, only energy_efficiency_class [energy_efficiency_class] will be shown.

Additional guidelines

Review each section closely to determine whether the requirements apply to your country or product. If you don't follow requirements that apply to you, we'll disapprove your product and let you know in the Diagnostics page of your Merchant Center account.

United Kingdom only
  • Submit metric values when targeting the UK. UK imperial units (e.g. floz, pt, qt, gal) are interpreted as US imperial units, which are different from the imperial units used in the UK.


Product Red wine
title [title] Pinot Noir – 2007 – California – 9 L
unit_pricing_measure [unit_pricing_measure] 9 L
unit_pricing_base_measure [unit_pricing_base_measure] 1 L
price 69.99 GBP
Shown in your ad £7.78/1 L


Product 10 bottles of red wine
title [title] 10 bottles of red wine
unit_pricing_measure [unit_pricing_measure] 7.5 L
unit_pricing_base_measure [unit_pricing_base_measure] 750 ml
price 65.00 GBP
Shown in your ad £6.50/750 ml
Product Walnut flooring
title [title] Distressed natural walnut flooring
unit_pricing_measure [unit_pricing_measure] 2.38 sq m
unit_pricing_base_measure [unit_pricing_base_measure] 1 sq m
price 113.19 GBP
Shown in your ad £47.56/1 m²
Business cards
Product Business cards
title [title] 50 custom-made business cards
unit_pricing_measure [unit_pricing_measure] 50 ct
unit_pricing_base_measure [unit_pricing_base_measure] 1 ct
price 13.38 GBP
Shown in your ad £0.27/1 ct
Product Perfume
title [title] Eau de toilette 125 ml
unit_pricing_measure [unit_pricing_measure] 125 ml
unit_pricing_base_measure [unit_pricing_base_measure] 100 ml
price 19.90 GBP
Shown in your ad £15.92/100 ml
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