sale_price_effective_date [sale_price_effective_date]: Definition

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 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 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 Google T-shirt
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
color [colour] green
size [size] s
id [id] 9876-S-GRN
item_group_id [item_group_id] 9876
Product Google T-shirt
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
color [colour] blue
size [size] s
id [id] 9876-S-BLU
item_group_id [item_group_id] 9876
Product Google T-shirt
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] 2018-06-23T13:00-0800 / 2018-02-29T15:30-0800
color [colour] 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 Google Nexus 6
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] 2018-02-24T13:00-0800/2018-02-29T15:30-0800
google_product_category [google_product_category] Electronics > Communications > Telephony > Mobile phones
is_bundle [is_bundle] yes

An illustration of a woman wearing a black dress

Product Black skater dress
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
color [colour] black
size [size] s

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