shipping [delivery]: Definition

The shipping [shipping] attribute lets you provide delivery speed and cost for a product. Use this attribute when the account delivery settings for your item 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 courier 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 courier. Transit time is the time from when an order has been handed off to a delivery courier 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 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
  • The Netherlands
  • Poland
  • South Korea
  • Spain
  • Switzerland
  • United Kingdom
  • The United States

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

Also use this attribute when delivery costs for your item 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 shipping [shipping] attribute uses the following sub-attributes:

  1. country [country] (required)
    • The country that the product can be delivered to. Submit an ISO 3166-1 country code (for example: CH).
  2. To specify a delivery area (which is optional), submit one of the following options:
    • 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).
    • postal_code [postcode] (optional)
      Submit a postcode range. This is supported for the United States and Australia.
      Submit any of the following styles:
      A ZIP or postal code (for example: 94043)
      A range of postal codes (for example: 94002-95460)
      A range of postal codes using a prefix with a wildcard ( * ) (for example: , 94*)
      A range of postal codes using two prefixes with wildcards ( * ) (for example: 94*-95*)
    • 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).
    • 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.
  3. service [service] (optional)
    • Submit a service class or delivery speed.
  4. price [price] (required to provide delivery speed overrides, otherwise optional)
    • Submit a fixed delivery cost and use a full point [.] as the decimal separator (e.g. 3.00 GBP). Avoid commas [,] to ensure that the price is interpreted correctly.
  5. To specify handling time (which is optional), submit the following sub-attributes:
    • min_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 courier.
    • max_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 courier.

      Refrain from using both the sub-attributes of the shipping [shipping] attribute 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 [shipping] sub-attributes are recommended for ads and free 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.
  6. To specify transit time (which is optional), submit the following sub-attributes:
    • min_transit_time [min_transit_time]
      The minimum number of days between when a product is handed off to a delivery courier and when it is delivered to the customer.
    • max_transit_time [max_transit_time]
      The maximum number of days between when a product is handed off to a delivery courier and when it is delivered to the customer.
Note: In order for Google to calculate delivery speed, you must provide values for both the max_handling_time [max_handling_time] and the max_transit_time [max_transit_time] sub-attributes. You must also submit a value for the delivery price [price] sub-attribute in order for your handling time and transit time sub-attributes to be considered valid.
If you submit the price [price] sub-attribute, the account delivery service settings (including delivery service delivery times) will be ignored for the matching country for that product.

Format

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

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 CLP: 
0–500000

For COP: 
0–2000000

For IDR: 
0–10000000

For VND:
0–20000000

Repeated field

(What is this?)

Submit shipping [shipping] 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 [shipping], then add (in parentheses) 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 don't include sub-attributes in the name, we'll assume that your attribute values include the 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 (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

XML feeds

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

<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 that 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 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.
  • Don't submit conflicting information if you submit the attribute multiple times. 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 are offering free delivery for a two-week summer sale, upload a delivery promotion in the Merchant Promotions feed and enter the dates that it's 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 are not related to delivery but that are 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.
  • 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. For Sweden, Norway and Finland, if you include delivery, you can submit the delivery cost to a collection point for the following carriers: PostNord, DHL, Bring, Matkahuolto and Schenker. Make sure that users understand that you support one of these carriers on your website.
Argentina, Chile
  • Submit the delivery cost for a user's address, a collection point or in-store collection.
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 shipping [shipping] attribute or through your account delivery settings.

Examples

Text formatting

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

For example, to submit country, postcode and price:

Name [name] shipping(country:postal_code:price) [shipping(country:postcode: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) [shipping(country:postcode:price)]
Possible value    US:80302:6.49 GBP
Possible value    US:30*:12.75 GBP

You can also just submit the price. For example:

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

If you don't include sub-attributes in the name, still submit values for all 4 sub-attributes in this order: country, region, service, price. For example:

Name        shipping [delivery]
Possible value    US:CA:Express:6.49 GBP

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 [delivery]
Possible value    US:::6.49 GBP

Name        shipping(country:region:price) [shipping(country:region:price)]
Possible value    US::6.49 GBP

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 Orthopaedic dog bed
title [title] XXL Orthopaedic Dog Bed
shipping [delivery] US:94002-95460:0 USD
shipping [delivery] US:900*-901*:0 USD
shipping [delivery] US:902*-930*:15.99 USD

    

XML

To submit multiple delivery groups for an XML feed, include a separate attribute for each delivery group. You can submit up to 100 shipping [delivery] 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 United States and Australia, you can submit ZIP or postcodes through the postal_code [postcode] sub-attribute. There are several different ways you can submit these values.

Submit single ZIP or postcode

Include the entire code. For example:

postal_code[postcode]    94043

Submit a range of codes

Include 2 full codes separated by a hyphen (-). For example:

postal_code [postcode]    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:

postal_code [postcode]     94*

Submit a range of codes using 2 prefixes with wildcards

Use 2 prefixes with asterisks (*) and a hyphen (-) to create a more narrow range. Use the same number of digits for both prefixes. For example:

postal_code [postcode]    94*-95*

Free delivery, software subscriptions and downloads

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

Product Google Security Software Basic Edition (1-year subscription)
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 [delivery] US:::0 USD
image_link [image_link] http://www.example.com/image1.jpg
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