Onboarding guide

About feeds

A feed is a file made up of a list of products that use groupings of attributes that define each one of your products in a unique way. In Merchant Center, all of your products will be added to a primary or a supplemental feed. Once you've created a feed, it can be added to any of the programmes that you've signed up for.

Creating new feeds

To create a new feed, click Products in the navigation menu, then click Feeds. Choose to create either a primary or supplemental feed. Each of the programmes that you've signed up for will appear as potential destinations for the feed. Tick the box next to a programme's name to add the feed to that programme.

Alternatively, click Add products in the onboarding task list for any product to start creating a feed. Learn more about how to create a feed

Product attributes

Attributes are the data points that describe a product. Some, such as condition [condition] and availability [availability], can have standardised or accepted values. Others, including id [id] or title [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 regarding how to use each attribute and how often to update your product data. We suggest that you review our policies carefully to make sure that you understand the requirements.

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.

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 upload your product data directly.

Suggested file formats

When creating a new feed, it's important to choose the format that will 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 that 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.

Google Content API for Shopping (advanced)

The Content API for Shopping lets you programmatically manage the structured data items that you upload to Google for use in Google properties. 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 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

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