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 mindGoogle 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 valuenew [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]
orimage 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]).
- Delimited format. Use any supported language for the name of the attribute and fixed attributes values, e.g. the
- 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
Required | Submit this attribute. If you don't, your product won't be able to serve ads. | |
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 | You can submit this attribute if you want to help boost your ad's performance. |
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 |
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id [id] |
Required Example Syntax Schema.org property |
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title [title] |
Required Example Syntax Schema.org property |
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Required Example Syntax Schema.org property |
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link [link] |
Required Example Schema.org property |
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image_link [image_link] |
Required Example Schema.org property |
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additional_image_link [additional_image_link] |
Optional Example Syntax |
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mobile_link [mobile_link] |
Optional Example Syntax |
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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 |
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availability [availability] |
Required Example Supported values
Schema.org property |
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availability_date [availability_date] |
Optional Example Syntax
Schema.org property
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cost_of_goods_sold [cost_of_goods_sold] |
Optional Example
Syntax
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expiration_date [expiration_date] |
Optional Example Syntax
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price [price] |
Required Example Syntax
Schema.org property |
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sale_price [sale_price] |
Optional Example Syntax
Schema.org property |
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sale_price_effective_date [sale_price_effective_date] |
Optional Example Syntax
Schema.org property
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unit_pricing_measure [unit_pricing_measure] |
Optional (except when required by local laws or regulations) Example Syntax Supported units
Schema.org property |
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unit_pricing_base_measure [unit_pricing_base_measure] |
Optional (except when required by local laws or regulations) Example Syntax Supported integers Supported units
Additional supported metric integer + unit combinations Schema.org property |
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installment [instalment] |
Optional (available for Brazil and Mexico and, for mobile phones and tablets only, available for the US, UK, Germany, France and Ireland) Example Syntax
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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 Syntax
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loyalty_points [loyalty_points] |
Optional (Available for Japan only) Example Syntax
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Attribute | Format | Minimum requirements at a glance |
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google_product_category [google_product_category] |
Optional Example
or
Syntax Value from the Google product taxonomy
Supported values |
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product_type [product_type] |
Optional Example
Syntax
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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 |
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brand [brand] |
Required (For all new products, except films, books and musical recording brands) Optional for all other products Example
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gtin [gtin] |
Required (For all new products with a GTIN assigned by the manufacturer) Optional (strongly recommended) for all other products Example Syntax Supported values
Schema.org property |
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Required (Only if your new product does not have a manufacturer-assigned GTIN) Optional for all other products Example Syntax Schema.org property |
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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 Supported values
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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 |
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condition [condition] |
Required if your product is used or refurbished Optional for new products The condition of your product at time of sale Example Supported values
Schema.org property |
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adult [adult] |
Required (If a product contains adult content) Example Supported values
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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 Example Syntax |
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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 Example Supported values
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energy_efficiency_class [energy_efficiency_class] |
Optional (Available for EU & CH only, may be required by local laws or regulations) Example Supported values
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min_energy_efficiency_class [min_energy_efficiency_class] |
Optional (Available for EU & CH only, may be required by local laws or regulations) Example Supported values
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max_energy_efficiency_class [max_energy_efficiency_class] |
Optional (Available for EU & CH only, may be required by local laws or regulations) Example Supported values
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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 Example Supported values
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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 Example Syntax Schema.org property |
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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
Supported values
Schema.org property |
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material [material] |
Required (if relevant for distinguishing different products in a set of variants) Optional for all other products Example Syntax |
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Required (if relevant for distinguishing different products in a set of variants) Optional for all other products Example Syntax |
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size [size] |
Required (Required for all clothing items in the Optional for all other products and countries of sale Your product's size Example Syntax |
For merchant-defined multipack products, submit the multipack quantity using the |
size_type [size_type] |
Optional (Available for clothing products only) Example Supported values
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size_system [size_system] |
Optional (Available for clothing products only) Example Supported values
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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 Example Syntax |
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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 |
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adwords_redirect [adwords_redirect] |
Optional Example Syntax |
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Optional Example
Syntax |
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promotion_id [promotion_id] |
Optional (Required for Merchant Promotions in Australia, France, Germany, India, the UK and the US) Example Syntax |
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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 |
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excluded_destination [excluded_destination] |
Optional Example Supported values
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included_destination [included_destination] |
Optional Example Supported values
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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 |
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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 Supported prices Example
Syntax
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shipping_label [delivery_label] |
Optional Example Syntax |
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Optional (Required for carrier-calculated rates, a table based on weight or a rule based on weight in your account delivery settings) Supported weights
Example Syntax Supported units
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delivery_length [delivery_length] |
Optional (Required for carrier-calculated rates in your account delivery settings) Example Syntax Supported integers
Supported units
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shipping_width [delivery_width] |
Optional (Required for carrier-calculated rates in your account delivery settings) Example Syntax Supported integers Supported units
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shipping_height [delivery_height] |
Optional (Required for carrier-calculated rates in your account delivery settings) Example Syntax Supported integers Supported units
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transit_time_label |
Optional Example Syntax |
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max_handling_time |
Optional Example Syntax Schema.org property
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min_handling_time [min_handling_time] |
Optional Example Syntax Schema.org property
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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 |
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tax [tax] |
Required (Available for the US only) Example Syntax
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tax_category [tax_category] |
Optional (Recommended for custom tax rates at the account level) Example Syntax |
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