Content API in Merchant Center

The Content API for Shopping allows apps to interact directly with the Merchant Center platform, vastly increasing the efficiency of managing large or complex Merchant Center accounts. The Content API for Shopping can be used as an input source for product data in Merchant Center, directly delivering your data as it's updated on your site.

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 upload this directly using the Content API.

If you choose to submit your product data through the Content API and there isn’t an input feed already in place, a feed will automatically be created in Merchant Center. This new primary feed allows you to create custom feed rules for your API data and manage your feed within the Merchant Center product. Alternatively, you can create a placeholder feed for your Content API, and add the API product data to the placeholder feed. Learn more about getting started with Content API for Shopping

Submitting to multiple countries

Due to the nature of the Content API, items won't be replicated for multiple countries within a single feed. If you want to submit your Content API product data to multiple countries, you'll need to upload the product multiple times, once for each targeted country-language pair through the API.

Reporting API

The Reporting API is available beginning in v2.1 of the Content API for Shopping. It can be used to retrieve performance data for products and programs in your Merchant Center account. Previously, this data was only available within the Merchant Center UI.

Requests use the Merchant Center Query Language, which allows you to select performance metrics and segments that determine how the metrics will be summarized in the response, as well as additional filtering to select the date range and other criteria. If you also use the reporting features of the Google Ads API, you'll find that many of these concepts will be familiar.

For more details, check out the reporting guides, which include an overview, a quick example to get you started, and an explanation of key concepts, including how to compose queries in the Merchant Center Query Language.

Supplemental API feeds

You may use supplemental feeds to add product data through the Content API. You’ll need to create your supplemental feed in Merchant Center and use the feed ID for Content API requests. The ID can be found on the "Feeds" page under the “Settings” section of your registered supplemental Content API feed.

Unlike primary feeds, you may have multiple supplemental Content API feeds. You may choose to do this, for example, if you have one database for availability and one database for price. You’ll be able to update the price separately from the availability—and therefore register a unique supplemental feed for price and availability. Learn more about creating and linking supplemental feeds

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