Sale price effective date [sale_price_effective_date]

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.

When to use

  • Optional for each product

If you used 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 that Google understands 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 Date range (use ISO 8601 standard). Submit a start date and an end date with time and time zone in the YYYY-MM-DDThh:mm[±hhmm] or YYYY-MM-DDThh:mmZ format, separated by slash ( / ) (e.g., 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, 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.

  • 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 best practices can help you go beyond the basic requirements to optimise 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 will start at 12 a.m. (midnight) on the start date and end at 11.59 p.m. on the end date. If you don't include a time zone, we'll default to the UTC time zone.



If your product comes in multiple colours 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 GBP, on sale for 9.99 GBP
Attribute Value
Title [title] Google T-shirt – Green – Small
Price [price] 10.99 GBP
Sale price [sale_price] 9.99 GBP
Sale price effective date [sale_price_effective_date] 2018-02-24T13:00-0800/2018-02-29T15:30-0800
Colour [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 GBP, on sale for 5.99 GBP
Attribute Value
Title [title] Google T-shirt – Blue – Small
Price [price] 8.99 GBP
Sale price [sale_price] 5.99 GBP
Sale price effective date [sale_price_effective_date] 2018-06-23T13:00-0800/2018-02-29T15:30-0800
Colour [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 GBP, on sale for 8.99 GBP
Attribute Value
Title [title] Google T-shirt – Yellow – Small
Price [price] 10.50 GBP
Sale price [sale_price] 8.99 GBP
Sale price effective date [sale_price_effective_date] 2016-06-23T13:00-0800/2016-02-29T15:30-0800
Colour [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 the 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 GBP
Sale price [sale_price] 0 GBP
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 GBP, on sale for 25.00 GBP
Attribute Value
Title [title] Black skater dress – S
Price [price] 45.90 GBP
Sale price [sale_price] 25.00 GBP
Sale price effective date [sale_price_effective_date] 2018-02-24T13:00-0800/2018-02-29T15:30-0800
Colour [color] black
Size [size] s
Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue

Clear search
Close search
Google apps
Main menu
Search Help Centre