In this help center, you can find content for both Merchant Center Next and the classic Merchant Center experience. Look for the logo at the top of each article to make sure you're using the article for the Merchant Center version that applies to you. 

Sale price effective date [sale_price_effective_date]

A custom icon for Merchant Center Classic and Merchant Center Next.

Use the sale price effective date [sale_price_effective_date] attribute to tell us how long you want a specific sale price to be shown to users.

In this article

When to use

Optional Optional for each product

If you use the sale price [sale_price] attribute to indicate that a product is on sale, you can tell us how long the sale will run using the sale price effective date [sale_price_effective_date] attribute.


Follow these formatting guidelines to make sure Google understands the data you submit.

Learn when and how to submit your product data in English

Type Date range (use ISO 8601 standard). Submit a start date and an end date with time and timezone of format YYYY-MM-DDThh:mm[±hhmm] or YYYY-MM-DDThh:mmZ, separated by slash ( / ) (for example, 2016-02-24T13:00-0800/2016-02-29T15:30-0800).
Limits 0–51 characters
Repeated field No
File format Example entry
Text feeds


XML feeds <g:sale_price_effective_date>2016-02-24T13:00-0800/2016-02-29T15:30-0800</g:sale_price_effective_date>

To format your data for Content API, go to the Content API for Shopping resource

Note: To ensure that this product data attribute gets recognized by our system correctly, remember to submit your data feed file in a format that we support.

Minimum requirements

There are no minimum requirements for this attribute. Follow the formatting guidelines or the information you submit can't be used.

Best practices

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

  • Include start and end times (including time zones) along with the date. If you don’t include a time, the sale price starts at 12 AM, midnight, on the start date and ends at 11:59 PM on the end date. If you don’t include a timezone, we default to the UTC timezone.



If your product comes in multiple colors or sizes, you might also have different prices for each of these variants. For example:

An example of ads without placeholder images

Product data for small green Google T-shirt priced at 10.99 USD, on sale for 9.99 USD
Attribute Value
Title [title] Google T-shirt - Green - Small
Price [price] 10.99 USD
Sale price [sale_price] 9.99 USD
Sale price effective date [sale_price_effective_date] 2018-02-24T13:00-0800 / 2018-02-29T15:30-0800
Color [color] green
Size [size] s
ID[id] 9876-S-GRN
Item group ID [item_group_id] 9876
Product data for small blue Google T-shirt priced at 8.99 USD, on sale for 5.99 USD
Attribute Value
Title [title] Google T-shirt - Blue - Small
Price [price] 8.99 USD
Sale price [sale_price] 5.99 USD
Sale price effective date [sale_price_effective_date] 2018-06-23T13:00-0800 / 2018-02-29T15:30-0800
Color [color] blue
Size [size] s
ID[id] 9876-S-BLU
Item group ID [item_group_id] 9876
Product data for small yellow Google T-shirt, priced at 10.50 USD, on sale for 8.99 USD
Attribute Value
Title [title] Google T-shirt - Yellow - Small
Price [price] 10.50 USD
Sale price [sale_price] 8.99 USD
Sale price effective date [sale_price_effective_date] 2016-06-23T13:00-0800 / 2016-02-29T15:30-0800
Color [color] yellow
Size [size] s
ID [id] 9876-S-YELLOW
Item group ID [item_group_id] 9876
Phone or tablet with a contract

You can submit a price as low as 0 for mobile phones or tablets that come with a contract. Learn more about price requirements.

An illustration with 3 different colors of one mobile phone

Product data for Google Nexus 6, 32 GB Midnight Blue, with contract
Attribute Value
Title [title] Google Nexus 6 - 32 GB - Midnight Blue - With contract
Price [price] 299 USD
Sale price [sale_price] 0 USD
Sale price effective date [sale_price_effective_date] 2018-03-14T13:00-0800/2018-04-29T15:30-0800
Google product category [google_product_category] Electronics > Communications > Telephony > Mobile Phones

An illustration of a woman wearing a black dress

Product data for small black skater dress, priced 45.90 EUR, on sale for 25.00 EUR
Attribute Value
Title [title] Black Skater Dress - S
Price [price] 45.90 EUR
Sale price [sale_price] 25.00 EUR
Sale price effective date [sale_price_effective_date] 2018-02-24T13:00-0800/2018-02-29T15:30-0800
Color [color] black
Size [size] s

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