Delivery [shipping]

The shipping [shipping] attribute lets you provide delivery speed and cost for a product. Use this attribute when the account delivery settings for your product are not defined in Merchant Center or when you need to override the delivery settings that you set up in Merchant Center, for example, if you need to override your delivery settings for bulky or fragile products.

The shipping [shipping] attribute is not available for use with Buy on Google. Delivery price must be set up at the account level in Merchant Center. Learn more about setting up delivery for Buy on Google

Delivery covers the cost charged by a delivery carrier or other cost directly related to delivery. A charge is considered to be a delivery cost if it's described by the words 'handling', 'delivery', 'shipping', 'logistics' or 'carrier'. Delivery can include cross-border charges, if the cost is included under a delivery term on your website. Delivery should also include insurance costs related to any of the five terms above.

Delivery also covers speed or the time from when a customer places an order to when they receive it. Delivery speed includes both handling time (sometimes referred to as processing time) and transit time. Handling time is the time from when an order is placed to when it is handed off to the delivery carrier. Transit time is the time from when an order has been handed off to a delivery carrier to when the customer receives it.

Delivery speed and cost are the most common reasons for users abandoning their shopping choices, so showing accurate information can help the performance of your ads and free listings.

The shipping [shipping] attribute can also be used to specify the countries to which your product can be delivered for programmes that don't require delivery costs.

When to use

Not available for Buy on Google

Delivery costs are required for free enhanced listings. They can be provided via the shipping [shipping] attribute or an account-level delivery service. Learn more about setting up delivery services

Delivery costs are required for Shopping ads for any of the following countries:

  • Australia
  • Austria
  • Belgium
  • Canada
  • Czechia
  • France
  • Germany
  • Ireland
  • Israel
  • Italy
  • Japan
  • Netherlands
  • Poland
  • South Korea
  • Spain
  • Switzerland
  • United Kingdom
  • United States

Use this attribute to specify additional countries that your product can be delivered to.

Also use this attribute when delivery costs for your product are not defined in Merchant Center or when you need to override the delivery settings that you set up in Merchant Center, such as for bulky or fragile products.

This attribute uses sub-attributes to define country, delivery area, service, price, handling time and transit time.

These are the various sub-attributes:

  • Country [country] (Required)
    The country that the product can be delivered to. Submit an ISO 3166-1 country code (e.g. CH).

  • Delivery area (Optional)
    To specify where your product can be delivered, submit one (and only one) of the following:
    1. Region [region] (Optional)
      Submit a state, territory or prefecture. This is supported for the United States, Australia and Japan. Submit a subdivision code from the ISO 3166-2 code tables (US, AU or JP) without country prefix (e.g. NY, NSW, 03).
    2. Postcode [postal_code] (Optional)
      Submit a postcode range. This is supported for the United States and Australia.
      Submit any of the following styles:
      A ZIP or postcode (e.g. 94043)
      A range of postcodes (e.g. 94002-95460)
      A range of postcodes using a prefix with a wildcard ( * ) (e.g. , 94*)
      A range of postcodes using two prefixes with wildcards ( * ) (e.g. 94*-95*)
    3. Location ID [location_id] (Optional)
      Submit a numeric criteria ID of your location defined by Google Ads API (AdWords API) (e.g. for California use 21137). This is supported for the United States (state), Australia (state) and Japan (prefecture).
    4. Location group name [location_group_name] (Optional)
      Submit a location group that you set up and name through your Merchant Center settings. Use those group names here (e.g. West Coast, Outback). This is supported for the United States and Australia. Learn more about setting up location groups

  • Service [service] (Optional)
    Submit a service class or delivery speed.
  • Price [price] (Required to provide delivery speed overrides, otherwise optional)
    Submit a fixed delivery cost and use a full stop [.] as the decimal separator (e.g. 3.00 USD). Avoid commas [,] to ensure that the price is interpreted correctly.

  • Handling time (Optional)
    To specify how long a product may spend in handling, submit the following sub-attributes:
    • Minimum handling time [min_handling_time]
      The minimum number of days between when an order is placed and when it is handed off to a delivery carrier.
    • Maximum handling time [max_handling_time]
      The maximum number of days between when an order is placed and when it is handed off to a delivery carrier.

      Refrain from using both the shipping sub-attributes for handling time and the standalone attributes for handling time. If both sets of attributes are provided for a product, the shipping [shipping] sub-attributes will override the standalone handling time attributes. The shipping sub-attributes are recommended for ads and free of charge listings, while the standalone attributes are recommended for products sold through Buy on Google.

      Use business days. For example, if a customer orders on Tuesday and the delivery leaves the warehouse on Friday at the latest, the maximum handling time is three days.
  • Transit time (Optional)
    To specify how long a product may spend in transit, submit the following sub-attributes:
    • Minimum transit time [min_transit_time]
      The minimum number of days between when a product is handed off to a delivery carrier and when it is delivered to the customer.
    • Maximum transit time [max_transit_time]
      The maximum number of days between when a product is handed off to a delivery carrier and when it is delivered to the customer.
Note: In order for Google to calculate delivery speed, you must provide values for both the maximum handling time [max_handling_time] and the maximum transit time [max_transit_time] sub-attributes of the shipping [shipping] attribute. You must also submit a value for the delivery price [shipping_price] sub-attribute in order for your handling time and transit time sub-attributes to be considered valid.
If you submit the delivery price [shipping_price] sub-attribute, the account delivery service settings (including delivery service delivery times and minimum order value) will be ignored for the matching location for that product.

Format

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

Unicode characters (Recommended: ASCII only)

Supported values

For AUD, CAD, CHF, EUR, GBP, NZD, SGD, USD:
0–1000

For AED, BRL, CNY, DKK, HKD, ILS, MYR, NOK, PLN, SAR, SEK, TRY:
0–5000

For ARS, CZK, MXN, THB, TWD, UAH, ZAR:
0–20000

For INR, JPY, PHP, RUB:
0–100000

For KRW:
0–1000000

For HUF
0–300000

For CLP:
0–500000

For COP:
0–2000000

For IDR:
0–10000000

For VND:
0–20000000

Repeated field

(What is this?)

Submit the shipping [shipping] attribute up to 100 times per product
File format Example entry
Text feeds

Format the name by including which sub-attributes you're submitting. Include shipping, and then, in parentheses, add the names of the sub-attributes that you want to submit separated by a colon ( : ).

For example, to submit country, postcode, price, handling time and transit time:

Name

shipping(country:postal_code:price:min_handling_time:max_handling_time:
min_transit_time:max_transit_time)

If you name the sub-attributes that you are using, you can give them to us in any order. However, if you provide sub-attribute values but do not name them, we'll assume that your attribute values include sub-attributes in this order:

  1. Country [country]
  2. Region [region]
  3. Service [service]
  4. Price [price]

Format the value by submitting the value of each sub-attribute listed in the same order as in the name and separated with a colon ( : ). Don't use quotation marks. For example:

Name shipping(country:postal_code:price:min_handling_time:max_handling_time:
min_transit_time:max_transit_time)

Possible value US:80302:6.49 USD:1:3:2:5

To submit multiple locations, submit the attribute (with the same name) multiple times. For example:

Name shipping(country:postal_code:price:min_handling_time:max_handling_time:
min_transit_time:max_transit_time)

Possible value US:94002-95460:0 USD:1:3:2:5

Name shipping(country:postal_code:price)
Possible value US:900*-901*:15.99 USD

If you don’t want to provide an optional sub-attribute for a particular product, then still add a colon ( : ), but leave the text blank. For example:

Name shipping
Possible value US:::6.49 USD

Name shipping(country:region:price)
Possible value US::6.49 USD

XML feeds

Include the optional sub-attributes if you need them. To specify a delivery cost for different delivery locations, submit the shipping [shipping] attribute multiple times including the relevant sub-attributes for each.

<g:shipping>

  <g:country>US</g:country>

  <g:region>MA</g:region>

  <g:service>Ground</g:service>

  <g:price>6.49 USD</g:price>

  <g:min_handling_time>1</g:min_handling_time>

  <g:max_handling_time>3</g:max_handling_time>

  <g:min_transit_time>2</g:min_transit_time>

  <g:max_transit_time>5</g:max_transit_time>

</g:shipping>

<g:shipping>

  <g:country>US</g:country>

  <g:region>MA</g:region>

  <g:service>Express</g:service>

  <g:price>15.99 USD</g:price>

  <g:min_handling_time>1</g:min_handling_time>

  <g:max_handling_time>3</g:max_handling_time>

  <g:min_transit_time>2</g:min_transit_time>

  <g:max_transit_time>5</g:max_transit_time>

</g:shipping>


To format your data for Content API, have a look at the Content API for Shopping.

Guidelines

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.

  • Submit complete and correct delivery information, including speed and costs.
  • Delivery speed and cost are two of the most common reasons why shoppers abandon a product, so you'll want to make sure that your delivery settings are accurate and up to date, to make your ads and listings effective.
    • Include all relevant delivery charges. Include all charges for a purchase that include the words 'shipping', 'delivery', 'handling', 'logistics' or 'carrier'.
    • Overestimate if you can't provide an accurate delivery cost. Match or overestimate the cost that users would pay. Note that overestimating excessively may negatively impact your product performance.
  • Use the rate for delivery directly to an individual. Don't use other rates such as the rate for delivery to a shop or a rate that requires a membership to be applicable.
  • Display product details on your landing page to all users. Make sure that a user who clicks your ad can see details about your product, even if you don't deliver to the user's location.
  • Comply with local laws when submitting delivery information.

Best practices

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

  • Use account delivery settings in Merchant Center. With these settings you can create simple flat rates or complex, custom models. Use the shipping [shipping] attribute as a last resort to override the settings you create in Merchant Center.
  • Submit a delivery price that can be represented in your country of sale's currency (according to ISO 4217). For example, instead of 1.0012 USD, submit 1.01 USD. If your price can't be represented in your country of sale's currency, then we'll round it to a value that can.
  • If you submit the attribute multiple times, avoid submitting conflicting information. For example, don't submit two different prices for the same region or the same service class.
  • Submit delivery promotions through the promotions feed. For example, if you're offering free delivery for a two-week summer sale, upload a delivery promotion in the merchant promotion feed and enter the dates that it is valid for. Using the code will give consumers free delivery when they check out on the website. Learn more about promotions
  • Prominently state all additional charges that aren't related to delivery but relevant for the purchase during checkout. For example, list import duties, recycling fees, credit card fees and service charges. Don't submit this information as part of the tax or price attributes; instead, bundle them with the Merchant Center delivery cost in the delivery attribute, or using the Merchant Center delivery services.
  • Submit delivery costs for any region that you deliver to. If you don't submit a delivery cost for a region that you deliver to, either in your product data or through your account delivery settings, your product or account could be disapproved.
  • Align your Shopping campaigns in Google Ads with your delivery settings and the availability of your product. Learn how to personalise ads for geographic locations

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 Diagnostics in your Merchant Center account.

Sweden, Norway or Finland
  • Submit the delivery cost for either a user's address or for a collection point. If you submit shipping, you may submit the delivery cost to a collection point for specific carriers based on country. Make sure that users understand that you support one of these carriers on your website.
    • Norway and Sweden: PostNord, DHL, Bring, Schenke
    • Finland: Posti.fi, DHL, Bring, Schenke, Matkahuolto
Argentina, Chile
  • Submit the delivery cost for a user's address, a collection point or in-store collection.

France

  • Delivery costs must be added for any book sales in France.
Exclude delivery destinations
  • Match availability on your landing page with the delivery settings in your product data. If you don't deliver your products across the entire country of sale, only submit delivery cost for the regions that you deliver to.
Delivery from outside the country of sale
  • Prominently state on your landing page that additional customs-related fees may apply. For example, add a disclaimer during checkout so that users are aware of these fees before they place the order. Don't submit import or export-related information as part of the tax or price attributes. Learn more about export requirements
Software subscriptions and downloads
  • Submit delivery cost as 0 (if delivery cost is required for your country of sale) when advertising an intangible product such as a software subscription, digital content or downloadable software. You can submit delivery cost through the delivery [shipping] attribute or through your account delivery settings.

Examples

Text formatting

To format the name, include shipping and then in brackets add the names of the sub-attributes that you're submitting, separated by a colon ( : ).

For example, to submit country [country], postcode [postal_code] and price [price]:

Name shipping(country:postal_code:price)

Format the value by submitting the value of each sub-attribute listed in the same order as in the name and separated with a colon ( : ). For example:

Name shipping(country:postal_code:price)
Possible value US:80302:6.49 USD
Possible value US:30*:12.75 USD

You can also just submit the price. For example:

Name shipping(price) [shipping(price)]
Possible value 6.49 USD

If you don't include sub-attributes in the name, still submit values for all four sub-attributes in this order: country [country], region [region], service [service], price [price]. For example:

Name shipping
Possible value US:CA:Express:6.49 USD

If you don't want to provide an optional sub-attribute (like service) for a particular product, then still add a colon ( : ), but leave the text blank. For example:

Name shipping
Possible value US:::6.49 USD

Name shipping(country:region:price)
Possible value US::6.49 USD

Repeated fields (regional delivery example)

Text

You can submit up to 100 delivery values per item to indicate different costs for individual locations. To submit multiple locations, submit the attribute (with the same name) multiple times. For example:

Product data for an orthopaedic dog bed

Attribute Value
Title [title] XXL orthopaedic dog bed
Shipping [shipping] US:94002-95460:0 USD
Shipping [shipping] US:900*-901*:0 USD
Shipping [shipping] US:902*-930*:15.99 USD

 

XML

To submit multiple delivery groups for an XML feed, include an additional attribute for each delivery group. You can submit up to 100 shipping [shipping] attributes for each product.

<g:shipping>
   <g:country>US</g:country>
   <g:region>CA</g:region>
   <g:service>Express</g:service>
   <g:price>0 USD</g:price>
</g:shipping>
<g:shipping>
   <g:country>US</g:country>
   <g:region>OR</g:region>
   <g:service>Ground</g:service>
   <g:price>4.99 USD</g:price>
</g:shipping>
<g:shipping>
   <g:country>US</g:country>
   <g:region>WA</g:region>
   <g:service>Ground</g:service>
   <g:price>6.49 USD</g:price>
</g:shipping>

Postcodes

For the United States and Australia, you can submit ZIP or postcodes through the postcode [postal_code] sub-attribute. There are several different ways you can submit these values.

Submit single ZIP or postcode

Include the entire code. For example: 94043

Submit a range of codes

Include two full codes separated by a hyphen ( - ). For example: 94002-95460

Submit a range of codes using a wildcard

Include any number of digits followed by an asterisk ( * ). This example would include all codes starting in 94. For example: 94*

Submit a range of codes using two prefixes with wildcards

Use two prefixes with asterisks (*) and a hyphen (-) to create a more narrow range. Use the same number of digits for both prefixes. For example: 94*-95*

Free delivery, software subscriptions and downloads

Include free delivery by submitting a value of 0 USD in the currency of your country of sale for the delivery price [shipping_price] sub-attribute. If your product is intangible, such as with a one-off download or a software subscription, you would also set the shipping to 0. For example:

Product data for a one-year subscription for Google Security software priced at 29.90 USD

Attribute Value
Title [title] Google Security Software Basic Edition (1-year subscription)
Price [price] 29.90 USD
Google product category [google_product_category] Software > Computer Software > Antivirus & Security Software
Brand [brand] Google
Shipping [shipping] US:::0 USD
Image link [image_link] http://www.example.com/image1.jpg
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