Product data specification

Use this specification to format your product information for Shopping ads. Submitting your product data to Google in the right format is important for creating successful ads for your products.

Before you begin

If you're new to Shopping ads, get started with the onboarding guide.

Other requirements to keep in mind

Google also has a few other requirements that your product data needs to meet. Familiarise yourself with them before you begin:

  • Shopping ads policies
  • Landing page requirements
  • Tax rate data requirements
  • Delivery rate data requirements
  • Currency and language requirements. Submit attributes and values using a supported language and currency for the country that you'd like to advertise to and the format that you've chosen.
    • Delimited format. Use any supported language for the name of the attribute and fixed attributes values, e.g. the condition [condition] attribute has the fixed value new [new]. Make sure that you use the language of the country of sale for any attribute value without a fixed value, e.g. title [title]. Use an underscore or space within an attribute name (e.g. image_link [image_link] or image link [image link])
    • XML or API. Use attribute names in English only (the version not in brackets). Use an underscore to represent a space within an attribute name (e.g. image_link [image_link] instead of image link [image link]). A space within an attribute value is allowed (e.g. in stock [in stock]).
Product data specifications for other programmes
If you use other Merchant Center programmes to show your products on Google surfaces, you may need to submit supplemental attributes. Use each programme's specifications alongside this specification to submit the correct data:
Definitions
  • Product. Word that describes the actual product that your potential customers would be searching for on Google
  • Item. Word that describes a product once it's been added to your product data, either in a text feed, XML feed or API. For example, an item is one line in your text feed
  • Variant. Word that describes a product that comes in different variations. For example, a shirt that comes in different sizes has size variants
Quick reference
Required Required Submit this attribute. If you don't, your product won't be able to serve ads.
It depends It depends Check the attribute's related article to understand if you need to submit this attribute for your products. Sometimes the requirements change depending on which country you're advertising in.
Optional Optional You can submit this attribute if you want to help boost your ad's performance. 

 

Attributes Common product categories
Group Attribute name Clothing and accessories Media (books, movies, musical recordings) Software Variant products All other product types
Basic product data id [id] Required Required Required Required Required
title [title] Required Required Required Required Required
description [description] Required Required Required Required Required
link [link] Required Required Required Required Required
image_link [image_link] Required Required Required Required Required
additional_image_link [additional_image_link] Optional Optional Optional Optional Optional
mobile_link [mobile_link] Optional Optional Optional Optional Optional
Price & availability availability [availability] Required Required Required Required Required
availability_date [availability_date] Optional Optional Optional Optional Optional
expiration_date [expiry_date] Optional Optional Optional Optional Optional
price [price] Required Required Required Required Required
sale_price [sale_price] Optional Optional Optional Optional Optional
sale_price_effective_date [sale_price_effective_date] Optional Optional Optional Optional Optional
cost_of_goods_sold [cost_of_goods_sold] Optional Optional Optional Optional Optional
unit_pricing_measure [unit_pricing_measure] Optional Optional Optional It depends It depends
unit_pricing_base_measure [unit_pricing_base_measure] Optional Optional Optional It depends It depends
installment [instalment] It depends It depends It depends It depends It depends
subscription_cost [subscription_cost] It depends It depends It depends It depends It depends
loyalty_points [loyalty_points] It depends It depends It depends It depends It depends
Product category google_product_category [google_product_category] Optional Optional Optional Optional Optional
product_type [product_type] Optional Optional Optional Optional Optional
Product identifiers brand [brand] Required Optional Required Required Required
gtin [gtin] Required Required Required Required Required
mpn [mpn] Required Required Required Required Required
identifier_exists [identifier_exists] Optional Optional Optional Optional Optional
Detailed product description condition [condition] It depends It depends It depends It depends It depends
adult [adult] It depends It depends It depends It depends It depends
multipack [multipack] It depends It depends It depends It depends It depends
is_bundle [is_bundle] It depends It depends It depends It depends It depends
energy_efficiency_class [energy_efficiency_class] Optional Optional Optional It depends It depends
min_energy_efficiency_class [min_energy_efficiency_class] Optional Optional Optional It depends It depends
max_energy_efficiency_class [max_energy_efficiency_class] Optional Optional Optional It depends It depends
age_group [age_group] It depends Optional Optional It depends Optional
color [colour] It depends Optional Optional It depends Optional
gender [gender] It depends Optional Optional It depends Optional
material [material] Optional Optional Optional It depends Optional
pattern [pattern] Optional Optional Optional It depends Optional
size [size] It depends Optional Optional It depends Optional
size_type [size_type] It depends Optional Optional It depends Optional
size_system [size_system] It depends Optional Optional It depends Optional
item_group_id [item_group_id] Optional Optional Optional Required Optional
Shopping campaigns and other configurations ads_redirect [ads_redirect] Optional Optional Optional Optional Optional
custom_label_0 [custom_label_0] Optional Optional Optional Optional Optional
promotion_id [promotion_id] Optional Optional Optional Optional Optional
Destinations excluded_destination [excluded_destination] Optional Optional Optional Optional Optional
included_destination [included_destination] Optional Optional Optional Optional Optional
Delivery shipping [delivery] Required Required Required Required Required
shipping_label [delivery_label] Optional Optional Optional Optional Optional
shipping_weight [delivery_weight] It depends It depends It depends It depends It depends
shipping_length [delivery_length] It depends It depends It depends It depends It depends
shipping_width [delivery_width] It depends It depends It depends It depends It depends
shipping_height [delivery_height] It depends It depends It depends It depends It depends
transit_time_label [transit_time_label] Optional Optional Optional Optional Optional
min_handling_time [min_handling_time] Optional Optional Optional Optional Optional
max_handling_time [max_handling_time] Optional Optional Optional Optional Optional
Tax tax [tax] It depends It depends It depends It depends It depends
tax_category [tax_category] Optional Optional Optional Optional Optional

 

Click on the name of an attribute to view full details, including more information about the minimum requirements, best practices and examples.

Basic product data

The product information that you submit using these attributes is our foundation for creating your Shopping ads. Make sure that everything you submit is of the quality that you'd show to a customer.

Attribute Format Minimum requirements at a glance
id [id]

Required
Your product's unique identifier

Example 
A2B4

Syntax
Max 50 characters

Schema.org property
Product.sku
  • Use a unique value for each product. Use the product's SKU where possible 
  • Keep the ID the same when updating your data
  • Use only valid unicode characters. Avoid invalid characters like control, function or private area characters
  • Use the same ID for the same product – across countries or languages
title [title]

Required
Your product's name

Example 
Men's Pique Polo Shirt

Syntax
Max 150 characters

Schema.org property
Product.name
  • Accurately describe your product and match the title from your landing page
  • Don't include promotional text like 'free delivery', all capital letters or gimmicky foreign characters
  • For variants
    • Include a distinguishing feature such as colour or size
  • For mobile devices
    • Include 'with contract' if sold with a contract
    • For the United States, include 'with payment plan' if sold in instalments
  • For Russia
    • For books and other information products, include the age rating at the beginning of the title
description [description]

Required
Your product's description

Example

 Made from 100% organic cotton, this classic red men's polo has a slim fit and signature logo embroidered on the left of the chest. Machine wash cold; imported.

Syntax
Max 5000 characters

Schema.org property
Product.description
  • Accurately describe your product and match the description from your landing page
  • Don't include promotional text like 'free delivery', all capital letters or gimmicky foreign characters
  • Only include information about the product. Don't include links to your shop, sales information, details about competitors, other products or accessories
  • Use formatting (for example, line breaks, lists or italics) to format your description
link [link]

Required
Your product's landing page

Example 
http://​www.example.​co.uk/​asp​/sp.asp?cat=​12&id=1030

Schema.org property
Offer.​url
  • Use your verified domain name
  • Start with http or https
  • Use an encoded URL that complies with RFC 2396 or RFC 1738. For example, a comma would be represented as '%2C'
  • Don't link to an interstitial page unless legally required
image_​​link [image_​​link]

Required
The URL of your product's main image

Example 
http://​www.example.​co.uk/​image1.​jpg

Schema.org property
Product.image
  • For the image URL:
    • Link to the main image of your product
    • Start with http or https
    • Use an encoded URL that complies with RFC 2396 or RFC 1738. For example, a comma would be represented as '%2C'
    • Make sure that the URL can be crawled by Google (robots.txt configuration allowing Googlebot and Googlebot-image) 
  • For the image:
    • Accurately display the product that you're selling
    • Use an accepted format: non-animated GIF (.gif), JPEG (.jpg/.jpeg), PNG (.png), BMP (.bmp) and TIFF (.tif/.tiff) 
    • For non-clothing products, use an image of at least 100 x 100 pixels
    • For clothing products, use an image of at least 250 x 250 pixels
    • Don't submit an image larger than 64 megapixels or a file larger than 16 MB
    • Don't scale up an image or submit a thumbnail
    • Don't include promotional text, watermarks or borders
    • Don't submit a placeholder or a generic image. Exceptions:
    • In the Hardware (632) or Vehicles & Parts (888) categories, illustrations are accepted
    • In any paint category, single-colour images are allowed
additional_​​​image_​​​link [additional_​​​image_​​​link]

Optional
The URL of an additional image for your product

Example 
http://​www.example.​co.uk/​image1.​jpg

Syntax
Max 2000 characters
  • Meet the requirements for the image_​link attribute with these exceptions:
    • The image can include product staging and show the product in use
    • Graphics or illustrations can be included
  • Submit up to 10 additional product images by including this attribute multiple times
mobile_​​link [mobile_​​link]

Optional
Your product's mobile-optimised landing page when you have a different URL for mobile and desktop traffic

Example 
http://www.m.​example.​co.uk/asp​/sp.asp?​cat=12&id=1030

Syntax
Max 2000 alphanumeric characters
  • Meet the requirements for the link [link] attribute

Price & availability

These attributes define the price and availability for your products. This information is shown to potential customers in your ads. If your products' prices and availability change often, keep in mind that you'll need to let us know about all the updates to be able to run ads. Check out these tips for keeping your product information fresh.

Attribute Format Minimum requirements at a glance
availability [availability]

Required
Your product's availability

Example 
in stock [in stock]

Supported values

  • in stock [in stock]
  • out of stock [out of stock]
  • preorder [preorder]

Schema.org property
Offer.​availability
  • Accurately submit the product's availability and match the availability from your landing page
availability_​​date [availability_​date]

Optional
The date a pre-ordered product becomes available for delivery

Example
(For UTC+1)
2016-02-24T11:07:31​+0100 

Syntax

  • Max 25 alphanumeric characters
  • ISO 8601 
    • YYYY-MM-DD
    • YYYY-MM-DDThh:mm:ss
    • YYYY-MM-DDThh:mm:ssZ

Schema.org property

  • Offer.​availabilityStarts
  • Offer.​availabilityEnds
  • Use this attribute if you submit availability [availability] as preorder [pre-order]
cost_of_goods_sold [cost_of_goods_sold]

Optional
The costs associated with the sale of a particular item as defined by the accounting convention that you have set up. These costs may include material, labour, freight and other overhead expenses. By submitting the COGS for your products, you gain insights about other metrics, such as your gross margin and the amount of revenue generated by your Shopping ads. 

Example

23.00 GBP

Syntax

  • ISO 4217 codes
  • Use '.' rather than ',' to indicate a decimal point
  • Numeric
     
  
expiration_​​date [expiration_​​date]

Optional 
The date that your product should stop being shown

Example
(For UTC+1)
2016-07-11T11:07:31​+0100

Syntax

  • Max 25 alphanumeric characters
  • ISO 8601 
    • YYYY-MM-DD
    • YYYY-MM-DDThh:mm:ss
    • YYYY-MM-DDThh:mm:ssZ
  • Use a date less than 30 days in the future
price [price]

Required 
Your product's price

Example
15.00 GBP

Syntax 

  • Numeric
  • ISO 4217

Schema.org property
Offer.​​priceSpecification
  • Accurately submit the product's price and currency, and match with the price from your landing page
  • Make sure that your landing page includes the price in the currency of the country of sale prominently and in a place that's straightforward to find 
  • Ensure that the product can be purchased online for the submitted price
  • Make sure that any user in the country of sale can buy the product for the submitted price, and without paying for a membership
    • Add any minimum order value in your delivery settings
  • Don't submit a price of 0 (a price of 0 is allowed for mobile devices sold with a contract)
  • For products sold in bulk quantities, bundles or multipacks
    • Submit the total price of the minimum purchasable quantity, bundle or multipack
  • For the US and Canada
    • Don't include tax in the price
  • For all other countries
    • Include value added tax (VAT) or Goods and Services Tax (GST) in the price
  • See unit_​​pricing_​​measure [unit_pricing_measure] and installment [instalment] attributes for additional options to submit price-related information
sale_​​price [sale_​​price]

Optional 
Your product's sale price

Example
15.00 GBP

Syntax 

  • Numeric
  • ISO 4217

Schema.org property
Offer.​​priceSpecification
  • Meet the requirements for the price [price] attribute
  • Submit the sale_​price [sale_price] in addition to the price [price] attribute with the non-sale price
  • Accurately submit the product's sale price and match the sale price from your landing page
sale_​​price_​​effective_​​date [sale_​​price_​​effective_​​date]

Optional 
The date range during which the product's sale_​price [sale_price] applies

Example
(For UTC+1)
2016-02-24T11:07:31​+0100 / 2016-02-29T23:07:31​+0100 

Syntax

  • Max 51 alphanumeric characters
  • ISO 8601 
    • YYYY-MM-DD
    • YYYY-MM-DDThh:mm:ss
    • YYYY-MM-DDThh:mm:ssZ
  • Separate start date and end date with /

Schema.org property

  • Offer.​​price​Specification.​validFrom
  • Offer.​​price​Specification.​validThrough
  • Use together with sale_​price [sale_price]
  • If you don't submit sale_​price_​effective_​date [sale_price_effective_date], the sale_​price [sale_price] always applies
  • Use a start date before the end date
unit_​​pricing_​​measure [unit_​​pricing_​​measure]

Optional (except when required by local laws or regulations)
The measure and dimension of your product as it is sold

Example
1.5 kg

Syntax
Numerical value + unit

Supported units

  • Weight: oz [oz], lb [lb], mg [mg], g [g], kg [kg]
  • Volume US imperial: floz [floz], pt [pt], qt [qt], gal [gal]
  • Volume metric: ml [ml], cl [cl], l [l], cbm [cbm]
  • Length: in [in], ft [ft], yd [yd], cm [cm], m [m]
  • Area: sqft [sqft], sqm [sqm]
  • Per unit: ct [ct]

Schema.org property
Offer.​​price​Specification.​reference​Quantity
  • Use the measure or dimension of the product without packaging 
  • Use a positive number
  • For variants

    • Include with the same value for item_group_id [item_group_id] and different values for unit_pricing_measure [unit_pricing_measure]
unit_​​pricing_​​base_​​measure [unit_​​pricing_​​base_​​measure]

Optional (except when required by local laws or regulations)
The product's base measure for pricing (e.g. 100 ml means that the price is calculated based on a unit of 100 ml)

Example
100 g

Syntax
Integer + unit

Supported integers 
1, 10, 100, 2, 4, 8

Supported units

  • Weight: oz [oz], lb [lb], mg [mg], g [g], kg [kg]
  • Volume US imperial: floz [floz], pt [pt], qt [qt], gal [gal]
  • Volume metric: ml [ml], cl [cl], l [l], cbm [cbm]
  • Length: in [in], ft [ft], yd [yd], cm [cm], m [m]
  • Area: sqft [sqft], sqm [sqm]
  • Per unit: ct [ct]

Additional supported metric integer + unit combinations 
75 cl, 750 ml, 50 kg, 1000 kg

Schema.org property
Offer.​​price​Specification.​reference​Quantity.​value​Reference
  • Optional when you submit unit_​​pricing_​​measure [unit_pricing_measure]
  • Use the same unit of measure for both unit_​​pricing_​​measure [unit_pricing_measure] and unit_​pricing_​base_​measure [unit_pricing_base_measure]
  • Bear in mind that the price (or sale price, if active) is used to calculate the unit price of the product. For example, if price [price] is GBP 3, unit_​​pricing_​​measure [unit_pricing_measure] is 150 ml and unit_​pricing_​base_​measure [unit_pricing_base_measure] is 100 ml, the unit price is 2 GBP/100 ml
installment [instalment]

Optional (available for Brazil and Mexico and, for mobile phones and tablets only, available for the US, UK, Germany, France and Ireland)
Details of an instalment payment plan

Example
6, 50 BRL

Syntax
installment [instalment] uses two sub-attributes:

  • months [months] (required) 
    Integer, the number of instalments that the buyer has to pay.
  • amount [amount] (required)
    ISO 4217, the amount that the buyer has to pay per month
  • Match the instalment option that's visible on your landing page
  • Don't require a loyalty card
  • Make sure that you still include the price attribute with the total price [price] for the product 
subscription_​​cost

Optional (Unless required in country of sale)

Details a monthly or annual payment plan that bundles a communications service contract with a wireless product

Example
month:12:35.00 USD

Syntax
The subscription_cost [subscription_cost] attribute uses 3 sub-attributes:

  • period [period] (required)
    The duration of a single subscription period. Either 'month' or 'year'.

  • period_length [period_length] (required)                      Integer, the number of subscription periods (months or years) that the buyer must pay.

  • amount [amount] (required)            ISO 4217, the amount the buyer must pay per month. When displaying this amount, we may round up to the nearest whole unit of local currency to save space. The provided value must still exactly match the amount as shown on your site.

  • Submit the price attribute with the total amount due at checkout (including down payment and activation fee).

  • Match the communications payment plan that you display on your landing page. The plan must be easy to find on the landing page.

  • Don't use the subscription_cost [subscription_cost] attribute for software subscriptions.
loyalty_​​points [loyalty_​​points]

Optional (Available for Japan only)
The number and type of loyalty points that a customer receives when buying a product

Example
Programme A, 100, 1.5

Syntax
loyalty_​points [loyalty_points] uses 3 sub-attributes:

  • points_​value [points_value] (required) 
    Number of points earned for the product
  • name [name] (optional)
    Name of the loyalty points programme, 12 full-width characters or 24 roman characters
  • ratio [ratio] (optional)
    Number, the ratio of a point when converted to currency 
  • Only submit loyalty points with a specific monetary value

Product category

You can use these attributes to organise your advertising campaigns in Google Ads.

Attribute Format Minimum requirements at a glance
google_​​product_​​category [google_​​product_​​category]

Optional 
Google-defined product category for your product

Example
 

Clothing & Accessories > Clothing > Outerwear > Coats & Jackets

or
 

371

Syntax

Value from the Google product taxonomy

  • The numerical category ID, or
  • The full path of the category

Supported values
Google product taxonomy
  • Include only 1 category
  • Include the most relevant category
  • Include either the full path of the category or the numerical category ID
  • Include a specific category for certain products:
    • Alcoholic beverages must be submitted with one of these categories:
      • Food, Beverages & Tobacco > Beverages > Alcoholic Beverages (499676), or any of its subcategories
      • Arts & Entertainment > Hobbies & Creative Arts > Homebrewing & Winemaking Supplies (3577), or any of its subcategories
    • Mobile devices sold with contract must be submitted as Electronics > Communications > Telephony > Mobile Phones (267) for phones or Electronics > Computers > Tablet Computers (4745) for tablets
    • Gift Cards must be submitted as Arts & Entertainment > Party & Celebration > Gift Giving > Gift Cards & Certificates (53)
product_type [product_type]

Optional
Product category that you define for your product

Example


Home > Women > Dresses > Maxi Dresses

Syntax


Max 750 alphanumeric character
  • Include the full category. For example, include Home > Women > Dresses > Maxi Dresses instead of just Dresses
  • Only the first product_type [product_type] value will be used to organise bidding and reporting in Google Ads Shopping campaigns

Product identifiers

These attributes are used to provide product identifiers that define the products that you're selling in the global marketplace. We use product identifiers to understand what you're selling. When we understand what you're selling, we can help to boost your ad performance by adding valuable details about the product and serving the ad in a more relevant way to users. Learn more about product identifiers.

Attribute Format Minimum requirements at a glance
brand [brand]

Required (For all new products, except films, books and musical recording brands)

Optional for all other products 
Your product's brand name

Example
Google


Syntax
Max 70 characters


Schema.org property
Product.brand
  • Provide the brand name of the product generally recognised by consumers
  • Only provide your shop name as the brand if you manufacture the product, or your product falls into a generic brand category. For example, you could submit your shop name as the brand if you sell white-label products or customised jewellery
  • If the product doesn't have a brand, submit the manufacturer or supplier name under the brand attribute.
  • Don't submit values such as N/A, Generic, No brand or Does not exist.
  • For compatible products:
    • Submit the GTIN and brand from the manufacturer who actually built the compatible product
    • Don't provide the Original Equipment Manufacturer (OEM) brand to indicate that your product is compatible with or a replica of the OEM brand's product
gtin [gtin]

Required (For all new products with a GTIN assigned by the manufacturer)

Optional (strongly recommended) for all other products 
Your product's Global Trade Item Number (GTIN)

Example
3234567890126

Syntax
Max 50 numeric characters (max 14 per value – added spaces and dashes are ignored)

Supported values

  • UPC (in North America/GTIN-12) 
    12-digit number like 323456789012
    8-digit UPC-E codes should be converted to 12-digit codes
  • EAN (in Europe/GTIN-13)
    13-digit number like 3001234567892
  • JAN (in Japan/GTIN-13)
    8 or 13-digit number like 49123456 or 4901234567894
  • ISBN (for books)
    10 or 13-digit number like 1455582344 or 978-1455582341. If you have both, only include the 13-digit number. ISBN-10 are deprecated and should be converted to ISBN-13
  • ITF-14 (for multipacks/GTIN-14)
    14-digit number like 10856435001702

Schema.org property
Product.isbn
Product.gtin8
Product.gtin12
Product.gtin13
Product.gtin14
  • Exclude dashes and spaces
  • Submit only valid GTINs as defined in the official GS1 validation guide, which includes these requirements:
    • The checksum digit is present and correct
    • The GTIN is not restricted (GS1 prefix ranges 02, 04, 2)
    • The GTIN is not a coupon (GS1 prefix ranges 98-99)
  • For compatible products:
    • Submit the GTIN and brand from the manufacturer who actually built the compatible product
    • Don't provide the Original Equipment Manufacturer (OEM) brand to indicate that your product is compatible with or a replica of the OEM brand's product
  • For multipacks:
    • Use the product identifier that relates to the multipack
  • For bundles:
    • Use the product identifiers for the main product in the bundle
  • If you offer customisation, engraving or other personalisation of a product that's been assigned a GTIN by the manufacturer:
    • Submit the GTIN and use the is_​bundle attribute to let us know that the product includes customisation
MPN [mpn]

Required (Only if your new product does not have a manufacturer-assigned GTIN)

Optional for all other products 
Your product's Manufacturer Part Number (MPN)

Example
GO12345OOGLE

Syntax
Max 70 alphanumeric characters

Schema.org property
Product.mpn
  • Only submit MPNs assigned by a manufacturer
  • Use the most specific MPN possible. For example, different colours of a product should have different MPNs.
identifier_​​exists [identifier_​​exists]

Optional 

Use to indicate whether or not the unique product identifiers (UPIs) GTIN, MPN and brand are available for your product.

Example
no [no]

Supported values  

  • yes [yes]
    Product identifiers are assigned to the new product by the manufacturer
  • no [no]
    Product lacks a brand, GTIN or MPN (see requirements to the right). If set to no, still provide the UPIs you have.
  • If you don't submit the attribute, the default is yes
  • Your product's category type determines which UPIs (GTIN, MPN, brand) are required.
    • If your product is a media item and the GTIN is unavailable:
      • Submit identifier_​exists attribute with a value of no
      • Note: ISBN and SBN codes are accepted as GTINs. 
    • If your product is an apparel (clothing) item and the brand is unavailable:
      • Submit identifier_​exists [identifier_exists] attribute with a value of no
    • In all other categories, if your product doesn't have a GTIN or a combination of MPN and brand: 
      • Submit identifier_​exists [identifier_exists] attribute with a value of no
         

Detailed product description

These attributes are used to submit particular product characteristics that users commonly search for. The attributes can help you control your ad's appearance when you advertise variants. These attributes are also used to help potential customers filter by attributes when searching Shopping ads on Google. Learn more about how to submit variants.

Attribute Format Minimum requirements at a glance
condition [condition]

Required if your product is used or refurbished

Optional for new products

The condition of your product at time of sale

Example
new [new]

Supported values

  • new [new]
    Brand new, original, unopened packaging
  • refurbished [refurbished]
    Professionally restored to working order, comes with a warranty, may or may not have the original packaging
  • used [used]
    Previously used, original packaging opened or missing

Schema.org property
Offer.​itemCondition
adult [adult]

Required (If a product contains adult content)
Indicate that a product includes sexually suggestive content

Example
yes [yes]

Supported values

  • yes [yes]
  • no [no]
  • Submit yes [yes] if this individual product contains nudity or sexually suggestive content. If you don't submit the attribute, the default is no [no]. Learn about the adult-oriented content policy
  • If your website is generally focused on an adult audience and contains adult-oriented content with or without nudity, navigate to your Merchant Center account, click on the tool icon to open the 'Tools and settings' menu, then select Shopping ads setup. Expand the 'Adult content' panel and tick the box beside 'My website primarily contains adult-oriented content (for example, erotic lingerie) as defined by Google's Policy'. If you tick the box, you don't need to submit the adult [adult] attribute for individual products.
multipack [multipack]

Required (For multipack products in Australia, Brazil, Czechia, France, Germany, Italy, Japan, the Netherlands, Spain, Switzerland, the UK and the US)

Optional for all other products and countries of sale
The number of identical products sold within a merchant-defined multipack

Example
6

Syntax
Integer
  • Submit this attribute if you defined a custom group of identical products and are selling them as a single unit of sale. For example, you're selling 6 bars of soap together
  • Submit the number of products in your multipack. If you don't submit the attribute, the default is 0
  • If the product's manufacturer assembled the multipack instead of you, don't submit this attribute
is_​​bundle [is_​​bundle]

Required (For bundles in Australia, Brazil, Czechia, France, Germany, Italy, Japan, the Netherlands, Spain, Switzerland, the UK and the US)

Optional for all other products and countries of sale
Indicates that a product is a merchant-defined custom group of different products featuring one main product

Example
yes [yes]

Supported values

  • yes [yes]
  • no [no]
  • Submit yes [yes] if you're selling a custom bundle of different products that you created, and the bundle includes a main product. For example, a camera combined with a lens and bag. If you don't submit the attribute, the default is no [no]
  • Don't use this attribute for bundles without a clear main product. For example, a gift basket containing cheese and crackers
energy_​​efficiency_​​class [energy_​​efficiency_​​class]

Optional (Available for EU & CH only, may be required by local laws or regulations)
Your product's energy label

Example
A+ [A+]

Supported values

  • A+++ [A+++]
  • A++ [A++]
  • A [A]
  • B [B]
  • C [C]
  • D [D]
  • E [E]
  • F [F]
  • G [G]
  • Include the legally required energy label

  • To be used in combination with min_energy_​​efficiency_​​class [min_energy_​​efficiency_​​class] and max_energy_efficiency_class [max_energy_efficiency_class] to create an energy efficiency label, for example, A+ (A+++ to D).
min_energy_​​efficiency_​​class [min_energy_​​efficiency_​​class]

 

Optional (Available for EU & CH only, may be required by local laws or regulations)
Your product's energy label

Example
A+++ [A+++]

Supported values

  • A+++ [A+++]
  • A++ [A++]
  • A [A]
  • B [B]
  • C [C]
  • D [D]
  • E [E]
  • F [F]
  • G [G]
  • Include the legally required energy label

  • To be used in combination with energy_​​efficiency_class [energy_​​efficiency_class] and max_energy_efficiency_class [max_energy_efficiency_class] to create an energy efficiency label, for example, A+ (A+++ to D).
max_energy_​​efficiency_​​class [max_energy_​​efficiency_​​class]

Optional (Available for EU & CH only, may be required by local laws or regulations)
Your product's energy label

Example
D [D]

Supported values

  • A+++ [A+++]
  • A++ [A++]
  • A [A]
  • B [B]
  • C [C]
  • D [D]
  • E [E]
  • F [F]
  • G [G]
  • Include the legally required energy label

  • To be used in combination with energy_​​efficiency_​​class [energy_​​efficiency_​​class] and min_energy_efficiency_class [min_energy_efficiency_class] to create an energy efficiency label, for example, A+ (A+++ to D).
age_​​group [age_​​group]

Required (For all clothing items that are focused on people in Brazil, France, Germany, Japan, the UK and the US, as well as all products with assigned age groups)

Optional for all other products and countries of sale
The demographic for which your product is intended

Example
infant [infant]

Supported values

  • newborn [newborn]
    Up to 3 months old
  • infant [infant]
    Between 3 and 12 months old
  • toddler [toddler]
    Between 1 and 5 years old
  • kids [kids]
    Between 5 and 13 years old
  • adult [adult]
    Typically teenagers or older


Schema.org property

  • Product.​audience.​suggestedMinAge
  • Product.​audience.​suggestedMaxAge
  • Include one value per product
  • For variants
    • Include with the same value for item_​group_​id [item_​group_​id] and different values for age_​group [age_group]
color [colour]

Required (For all clothing items in feeds that target Brazil, France, Germany, Japan, the UK and the US, as well as all products available in different colours)

Optional for all other products and countries of sale
Your product's colour(s)

Example
Black

Syntax
Max 100 alphanumeric characters (max 40 characters per colour)

Schema.org property
Product.colour
  • Don't use a number such as 0 2 4 6 8
  • Don't use characters that aren't alphanumeric such as #fff000
  • Don't use only 1 letter such as R (For Chinese, Japanese or Korean languages, you can include a single character such as 红)
  • Don't reference the product or image, such as 'see image'
  • Don't combine several colour names into one word, such as RedPinkBlue. Instead, separate them with a /, such as Red/Pink/Blue. Don't use a value that isn't a colour, such as multicolour, various, variety, men's, women's or N/A.
  • If your product features multiple colours, list the primary colour first.
  • For variants
    • Include with the same value for item_​group_​id [item_​group_​id] and different values for color [colour]
gender [gender]

Required (Required for all clothing items in feeds that are focused on people in Brazil, France, Germany, Japan, the UK and the US, as well as all gender-specific products)

Optional for all other products and countries of sale


The gender for which your product is intended


Example
unisex [unisex]

Supported values

  • male [male]
  • female [female]
  • unisex [unisex]

Schema.org property
Product.​audience.​suggested​Gender
  • For some Clothing & Accessories (166) categories like Shoelaces (1856), this attribute is recommended instead of required since these categories aren't dependent on gender
  • For variants
    • Include with the same value for item_​group_​id [item_​group_​id] and different values for gender [gender]
material [material]

Required (if relevant for distinguishing different products in a set of variants)

Optional for all other products
Your product's fabric or material

Example
leather

Syntax
Max 200 characters
  • To indicate multiple materials for a single product (not variants), add a primary material, followed by up to two secondary materials, separated by a /. For example, instead of CottonPolyesterElastane, use cotton/polyester/elastane
  • For variants
    • Include with the same value for item_​group_​id [item_​group_​id] and different values for material [material]
pattern [pattern]

Required (if relevant for distinguishing different products in a set of variants)

Optional for all other products
Your product's pattern or graphic print

Example
striped
polka dot
paisley

Syntax
Max 100 characters
  • For variants
    • Include with the same value for item_​group_​id [item_​group_​id] and different values for pattern [pattern]
size [size]

Required (Required for all clothing items in the Clothing & Accessories > Clothing and Clothing & Accessories > Shoes product categories focused on people in Brazil, France, Germany, Japan, the UK and the US, as well as all products available in different sizes)

Optional for all other products and countries of sale

Your product's size

Example
XL

Syntax
Max 100 characters
  • For variants
    • Include with the same value for item_​group_​id [item_​group_​id] and different values for size [size]
  • If sizes contain multiple dimensions, condense them into one value. For example, '16/34 Tall' for neck size 16 inches, sleeve length 34 inches and 'Tall' fit
  • If your item is one size fits all or one size fits most, you can use one size, OS, one size fits all, OSFA, one size fits most or OSFM

For merchant-defined multipack products, submit the multipack quantity using the multipack [multipack] attribute. Do not submit the multipack quantity under size [size].
size_​​type [size_​​type]

Optional (Available for clothing products only)
Your clothing product's cut

Example
maternity [maternity]

Supported values

  • regular [regular]
  • petite [petite]
  • plus [plus]
  • big and tall [big and tall]
  • maternity [maternity]
  • If you don't submit the attribute, the default is regular [regular]
size_​​system [size_​​system]

Optional (Available for clothing products only)
The country of the size system used by your product

Example
US [US]

Supported values

  • US [US]
  • UK [UK]
  • EU [EU]
  • DE [DE]
  • FR [FR]
  • JP [JP]
  • CN (China) [CN (China)]
  • IT [IT]
  • BR [BR]
  • MEX [MEX]
  • AU [AU]
  • If you don't submit the attribute, the default is your county of sale
item_​​group_​​id [item_group_id]

Required (Brazil, France, Germany, Japan, the UK and the US if the product is a variant)

Optional for all other products and countries of sale
ID for a group of products that come in different versions (variants)

Example
AB12345

Syntax
Max 50 alphanumeric characters
  • Use a unique value for each group of variants. Use the parent SKU where possible
  • Keep the value the same when updating your product data
  • Use only valid unicode characters
  • Use an item group ID for a set of products that differ by one or more of these attributes:
    • color [colour]
    • size [size]
    • pattern [pattern]
    • material [material]
    • age_group [age_group]
    • gender [gender]
  • Include the same attributes for each product in the item group. For example, if a product varies by size and colour, submit size [size] and color [colour] for every product that shares the same value for item_​group_​id [item_​group_​id]
  • If your products differ by design elements that aren't represented by the attributes above, don't use item_​group_​id [item_​group_​id]

Shopping campaigns and other configurations

These attributes are used to control how your product data is used when you create advertising campaigns in Google Ads.

Attribute Format Minimum requirements at a glance
adwords_​​redirect [adwords_​​redirect]

Optional 
A URL used to specify additional parameters for your product page. Users will be sent to this URL rather than the value that you submit for link [link] or mobile_link [mobile_link].

Example
http://www.​example.com/​product.​html

Syntax
Max 2000 characters
  • Submit the same registered domain as the value for ads_redirect [ads_redirect], link [link] and mobile_link [mobile_link]. 
  • Valid registered domains include example.com, m-example.com, example.co.uk, example.com.ai and bar.tokyo.jp. URLs submitted with invalid domains, such as example.zz or example.comic, will not be accepted. For more details on valid registered domains, see ads_​​redirect [ads_redirect].
custom_​​label_​​0 [custom_​​label_​​0]

Optional 
Label that you assign to a product to help organise bidding and reporting in Shopping campaigns

Example

  • seasonal 
  • clearance
  • holiday
  • sale
  • price range

Syntax
Max 100 characters
  • Use a value that you'll recognise in your Shopping campaign. The value won't be shown to users who see your ads
  • Submit up to five custom labels per product by including this attribute multiple times:
    • custom_​label_​0
    • custom_​label_​1
    • custom_​label_​2
    • custom_​label_​3
    • custom_​label_​4
  • Use only 1,000 unique values for each custom label across your Merchant Center account
promotion_​​id [promotion_​​id]

Optional (Required for Merchant Promotions in Australia, France, Germany, India, the UK and the US)
An identifier that allows to you match products to Merchant promotions

Example
ABC123

Syntax
Max 50 characters
  • Use a unique and case sensitive ID without spaces or symbols (e.g. %, !) 
  • To map specific promotions to specific products, submit the same promotion_​id [promotion_​id] in your product data and promotion data
  • Submit up to 10 promotion IDs for one product by including this attribute multiple times

Destinations

These attributes can be used to control the type of ads that your products participate in. For example, you could use this attribute if you want a product to appear in a dynamic remarketing campaign, but not in a Shopping ads campaign.

Attribute Format Minimum requirements at a glance
excluded_​​destination [excluded_​​destination]

Optional 
A setting that you can use to exclude a product from participating in a specific type of advertising campaign

Example
Shopping Ads

Supported values

  • Shopping Ads
  • Shopping Actions
  • Display Ads
  • Surfaces across Google 

 
included_​​destination [included_destination]

Optional 
A setting that you can use to include a product in a specific type of advertising campaign

Example
Shopping Ads

Supported values

  • Shopping Ads
  • Shopping Actions
  • Display Ads
  • Surfaces across Google 
  

Delivery

These attributes can be used together with the account's delivery settings to help you provide accurate delivery costs in your ads. Users rely on the delivery costs to help make choices about what to buy, so it's important to take the time to submit quality delivery information. Learn how to set up account delivery settings.

Attribute Format Minimum requirements at a glance
shipping [delivery]

Required (Australia, Austria, Belgium, Canada, Czechia, France, Germany, Ireland, Israel, Italy, the Netherlands, Poland, South Korea, Spain, Switzerland, the UK and the US) 

Optional for all other countries of sale
Your product's delivery cost

Supported prices 
0–1000 USD (check here for other currencies)  

Example 

US:CA:Overnight:16.00 USD

Syntax
delivery uses four sub-attributes:

  • country (optional)
    ISO 3166 country code 
  • region [region] or postal_​code [postcode] or location_​id [location_id] or location_group_name [location_group_name] (optional)
  • service (optional)
    Service class or delivery speed
  • price (required) 
    Fixed delivery cost, including VAT if required
  • Use this setting only to override the Merchant Center account delivery settings for an individual item
shipping_​label [delivery_​​label]

Optional 
Label that you assign to a product to help assign correct delivery costs in Merchant Center account settings

Example 
perishable

Syntax
Max 100 characters
  • Use a value that you'll recognise in your account delivery settings. The value won't be shown to users who see your ads. Examples:
    • Same day
    • Oversized
    • Only FedEx
shipping_​​weight [delivery_​weight]

Optional (Required for carrier-calculated rates, a table based on weight or a rule based on weight in your account delivery settings) 
The weight of the product used to calculate the delivery cost

Supported weights 

  • 0–2000 lbs for imperial
  • 0–1000 kg for metric

Example
3 kg

Syntax
Integer + unit

Supported units

  • lb [lb]
  • oz [oz]
  • g [g]
  • kg [kg]
  • Submit this value if you set up account delivery settings for courier-calculated rates or weight-based delivery services
delivery_​​length [delivery_​​length]

Optional (Required for carrier-calculated rates in your account delivery settings)
The length of the product used to calculate the delivery cost by dimensional weight 

Example
20 in

Syntax
Integer + unit

Supported integers

  • 1–150 for inches
  • 1–400 for cm

Supported units

  • in [in]
  • cm [cm]
  • Submit this value if you set up account delivery settings for courier-calculated rates
  • If you don't provide delivery dimension attributes while using operator-calculated rates, we won't be able to calculate rates based on the dimensional weight of the item. If that's the case, we'll just calculate the rates based on the value that you provided in shipping_​weight [shipping_weight]
  • If you submit this attribute, submit all delivery dimension attributes:
    • shipping_​length [delivery length]
    • shipping_​width [delivery width]
    • shipping_​height [delivery height]
  • Use the same unit for all delivery dimension attributes that apply to a single product
  • Bear in mind that Google doesn't automatically calculate additional delivery costs for oversized items. If your parcel would be considered large or oversized by your operator, you should either use the shipping [shipping] attribute to set the delivery cost for an individual product or use the shipping_label [delivery_label] attribute with account delivery settings to set the cost
shipping_​width [delivery_​​width]

Optional (Required for carrier-calculated rates in your account delivery settings)
The width of the product used to calculate the delivery cost by dimensional weight 

Example
20 in

Syntax
Integer + unit

Supported integers
A value between 1 and 1000

Supported units

  • in [in]
  • cm [cm]
  • Meet the requirements for the shipping_​length [delivery length] attribute
shipping_​height [delivery_​​height]

Optional (Required for carrier-calculated rates in your account delivery settings)
The height of the product used to calculate the delivery cost by dimensional weight 

Example
20 in

Syntax
Integer + unit

Supported integers
A value between 1 and 1000

Supported units

  • in [in]
  • cm [cm]
  • Meet the requirements for the shipping_​length [delivery length] attribute
transit_time_label

Optional
Label that you assign to a product to help assign different transit times in Merchant Center account settings. 

Example
From Seattle

Syntax
Max 100 characters
  • Use a value that you'll recognise in your account delivery settings. The value won't be shown to users. Examples:
    • Dog food
    • From Seattle
    • Heavy parcel
max_handling_time

Optional 
The longest amount of time between when an order is placed for a product and when the product is dispatched. 

Example
3

Syntax
Integer, greater than or equal to 0

Schema.org property

  • Offer.deliveryLeadTime.maxValue
  • Submit this attribute if you want to display the overall time that it takes for a product to arrive at its destination
  • Submit the number of business days (as configured in Merchant Center)
  • For products ready to be dispatched the same day, submit 0.
  • For submitting a time range, submit max_handling_time in combination with min_handling_time.
min_handling_time [min_handling_time]

Optional 
The shortest amount of time between when an order is placed for a product and when the product is dispatched.

Example
1

Syntax
Integer, greater than or equal to 0

Schema.org property

  • Offer.deliveryLeadTime.minValue
  • Meet the requirements for the max_handling_time [max_handling time] attribute

Tax

These attributes can be used together with the account tax settings to help you provide accurate tax costs in your ads. Learn how to set up account tax settings.

Attribute Format Minimum requirements at a glance
tax [tax]

Required (Available for the US only)
Your product's sales tax rate in percent

Example 
US:CA:5.00:y

Syntax
tax uses four sub-attributes:

  • rate [rate] (required) 
    Tax rate as a percentage
  • country [country] (optional)
    ISO 3166 country code 
  • region [region], postal_​code [postcode] or location_​id [location_id] (optional)
  • tax_​ship [tax_ship] (optional)
    Specify if you charge tax on delivery. Accepted values are yes [yes] or no [no]
  • Use this setting only to override the account tax settings for an individual item. We recommend that you submit tax information for all your products using the account settings in Merchant Center
  • For the US and Canada
    • Don't include tax in the price [price] attribute. For the US only, include the tax in the tax [tax] attribute if you need to override your account settings
  • For all other countries
    • Include value added tax (VAT) or Goods and Services Tax (GST) in the price [price] attribute and do not use the tax [tax] attribute
tax_category [tax_category]

Optional (Recommended for custom tax rates at the account level)
A category that classifies your product by specific tax rules

Example 
clothing

Syntax
Max 100 characters
  • Use this attribute if you have products that have a specific tax rate. 
    • Category labels in your product data must match the labels that you enter in the Categories section in Merchant Center.
 
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