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Included destination [included_destination]

A custom icon for Merchant Center Classic and Merchant Center Next.
Use the included destination [included_destination] attribute (in addition to the excluded destination [excluded_destination] attribute) to control where your products will appear

In this article

When to use 

OptionalOptional for each product

If you want to add your product to participate in certain locations (beyond what you specified in your feed settings), use the included destination [included_destination] attribute.

These are the supported values for this attribute:

  • Shopping ads [Shopping_ads]: Allow your products to show in Shopping ads. Learn about Shopping ads
  • Buy on google listings [Buy_on_google_listings]: Allow your products to show in Buy on Google listings.
  • Display ads [Display_ads]: Allow your products to show in dynamic remarketing ads.
  • Local inventory ads [Local_inventory_ads]: Allow your products to show in ads to shoppers near your store.
  • Free listings [Free_listings]: Allow your products to appear in free listings on Google.
  • Free local listings [Free_local_listings]: Allow your local products to appear in free local product listings on Google.
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.

Learn when and how to submit your product data in English

Supported values Shopping_ads, Buy_on_Google_listings, Display_ads, Local_inventory_ads, Free_listings, Free_local_listings
Repeated field Yes
File format Example value
Text feeds Display_ads
XML feeds <g:included_destination>Display_ads</g:included_destination>

Repeated fields

If you want to include multiple destinations, submit the attribute once for each destination. For example:

In Plain Text

Product data for an orthopedic dog bed
Attribute Value
Title [title] XXL Orthopedic Dog Bed
Included destination [included_destination] Display_ads
Included destination [included_destination] Shopping_ads
Included destination [included_destination] Buy_on_Google_listings


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

Attribute Value
Included destination [included_destination] Display_ads,Shopping_ads,Buy_on_Google_listings



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

Best practices

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

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