Beginner's Guide

Feeds overview

A feed is a file made up of a list of products which use groupings of attributes that define each one of your products in a unique way. Attributes, such as condition and availability, can have standardized or accepted values. Other attributes, such as id or title, can be left open to fill with your own choice of value. Accurately describing your items using the required and suggested attributes helps users to more easily search for and find your items.

There are a number of policies in place around how to use each attribute, and how often to update your product data. Be sure to review our policies carefully to make sure you understand the requirements.

Once you set up your account, you're ready to create and upload your product data. You can send us your product data in a feed format, via the Google Content API for Shopping ads, or import your product data from a supported e-commerce platform. Unless you are comfortable using API, we recommend that you use feeds or imports from your e-commerce platform.

How to choose the right export option for your product feed


A feed is a file that contains all the information about the products you sell. The different pieces of information about your products are described in attributes, which allow customers to search for and find your items. Learn more about using feeds

Note: If you plan to upload a large number of feeds or make frequent changes to your product data, it is strongly recommended that you use the Content API to directly upload your product data.

Google Content API for Shopping (Advanced)

The Content API for Shopping lets you programmatically manage the structured data items you upload to Google for use in Google properties, such as Google Shopping and Web Search. The API allows you to query for items and insert, update, and remove items in your Google Merchant Center account.

The Google Content API for Shopping is designed for developers who would like to integrate applications with Google Shopping. Due to the nature of the Google Content API for Shopping, developers should have some technical know-how and experience in programming applications. Learn more about Google Content API for Shopping

Suggested file formats

When creating a new feed, it's important to choose the format that will be best suit your needs as a retailer. We support data feeds in two general formats, text (.txt) and XML (.xml).

For most small merchants, we recommend you build your product data in a .txt file with a spreadsheet editor or create your feed in Google Sheets, using the provided feed template and Merchant Center add-on.

Creating your product data

When you're creating a feed for your product data, be sure to refer to the attribute guidelines in the product data specification. When you submit your product data to Merchant Center, it must either match the product data specification requirements, or be transformed in Merchant Center to meet the requirements. Strong product data is a key part of creating successful ads for your products.

In some cases, feed rules may allow you to export and submit your product database “as is” and then transform your attributes and values to meet the product data specification requirements directly in Google Merchant Center.

If your raw product data doesn’t meet the product data specification requirements, you can use the advanced features to supplement the data with additional attributes and values.

Once you've created and registered your feed, your product data is ready to be uploaded or fetched.

Feed uploading or fetching is only one of the ways to submit product data to Merchant Center. You can also submit product data via the Content API for Google Shopping.

Advanced features

The advanced features in the Feeds section of your Merchant Center account allow you to pull your product data from multiple feeds and transform it in Merchant Center to meet our feed requirements. In addition, the advanced features make it easier to use your existing product data for ads in multiple countries and languages.

Use the advanced feed features to submit supplemental files to update your primary feeds, replicate your product data for multiple countries, and transform your product data with feed rules. Learn more about how to create a feed

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