excluded_destination: Definition

Use the excluded_destination attribute (in addition to the included_destination attribute) to control where your products will appear.

When to use

  • Optional for each product

If you want to prevent your product from appearing in certain locations, use the excluded_destination attribute.

Supported values:

Note: Opt into the Dynamic Remarketing program in Google Merchant Center for the excluded_destination attribute to work as it should with your Display ads.
Note: Some of the names for product destinations have been updated. You may have previously submitted the following values as destinations for your products: Shopping Actions, Surfaces across Google, Local surfaces across Google. These values will still be accepted, but we recommend that you update your products to include the new values for these destinations: Buy on Google listings, Free listings, Free local listings.


Follow these formatting guidelines to make sure Google understands the data you're submitting.

For details on when and how to submit values in English, learn more about submitting your product data

Supported values Shopping ads, Buy on Google listings, Display ads, Local inventory ads, Free listingsFree local listings
Repeated field Yes
File format Example value
Text feeds Display ads
XML feeds <g:excluded_destination>Display ads</g:excluded_destination>

Repeated fields


To submit multiple destinations that you would like to exclude, submit the attribute multiple times, once for each destination (recommended). For example:

Product Orthopedic dog bed
title XXL Orthopedic Dog Bed
excluded_destination Display ads
excluded_destination Shopping ads
excluded_destination Buy on Google listings

You can also separate each destination with a comma ( , ):

Display ads,Shopping ads,Buy on Google listings


To submit multiple destination to exclude for an XML feed, include a separate attribute for each excluded destination:

<g:excluded_destination>Display ads</g:excluded_destination>

<g:excluded_destination>Shopping ads</g:excluded_destination>

<g:excluded_destination>Buy on Google listings</g:excluded_destination>

To format your data for Content API, see the Content API for Shopping.

Note: Content API checks if the destination is visible to a merchant when the excluded_destination attribute is applied. Use a program opt-in to make the destination visible.


Follow these guidelines to make sure you submit high-quality data for your products.

  • If you submit conflicting information for the excluded_destination and included_destination attributes, the excluded_destination value will always take precedence over the included_destination value.

Best practices

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

  • Use excluded_destination when you want to prevent showing ads or listings for your product. If the product is available for sale but you’d like to stop showing ads or free listings for the product, use the excluded_destination attribute. This way, you can manage which destinations your products appear in. You can specifically stop showing products in a particular destination, such as free product listings, or for all destinations. If you’d like to stop showing products in Shopping ads specifically, it is recommended that you do this by changing your Google Ads campaign settings. Learn more about multiple destinations for your products
  • Use excluded_destination when you take your website down for maintenance or a holiday. Ads and free listings for your products will stop showing until your website is ready to receive traffic again. By following this best practice, you'll prevent unnecessary disapprovals in your account and get your ads and free listings running again more quickly than if they'd been disapproved. Learn more best practices for landing page maintenance or a site outage
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 Center