In this help center, you can find content for both Merchant Center Next and the classic Merchant Center experience. Look for the logo at the top of each article to make sure you're using the article for the Merchant Center version that applies to you. 

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

Optional Optional 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
  • 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.
  • Cloud retail [cloud_retail]: Allow your product information to flow to your Cloud retail project if you have an active link.
  • Local cloud retail [local_cloud_retail]: Allow your product information to flow to your Cloud retail project if you have an active link.
    • The Cloud retail [cloud_retail] and local cloud retail [local_cloud_retail] destinations are also available via the Cloud Retail API. These supported values are not yet available for Merchant Center Next, nor the Content API.
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: 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, Display_ads, Local_inventory_ads, Free_listings, Free_local_listings, Cloud_retail, Local_cloud_retail
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

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

Attribute Value
Included destination [included_destination] Display_ads,Shopping_ads



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

Note: To ensure that this product data attribute gets recognized by our system correctly, remember to submit your data feed file in a format that we support.

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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