Updates to feeds in Merchant Center

August 16, 2017

With this launch, we've changed the way we think about feeds and product data in Merchant Center. You can now use primary feeds to submit your existing product data to Merchant Center, as is. Use supplemental feeds and the new Feed Rules features to augment your product data and meet our product data spec requirements. 

What’s new


Feeds are now split between primary feeds and supplemental feeds. With the new feed experience, you are now able to submit your existing product data as-is from your site as a primary feed, and use supplemental feeds to provide additional data to meet our requirements.

Some feed types that were created before this feature launched are labeled as “legacy feeds”. Legacy feeds will continue to work, and no action is necessary on the part of the retailer if you wish to continue using your legacy feeds. Learn more

Primary feeds

A primary feed is the required data source that Merchant Center uses to display your products on Google. If the product data in your primary feed already meets our product data specification and policies, creating and submitting a primary feed is the only feed action you will need to take. If you want to provide additional information for your product data beyond the data specification requirements you can do so with supplemental feeds. 

Product data that does not meet the Merchant Center requirements can be adapted by using the advanced feed features, including supplemental feeds. In addition, you can use supplemental feeds to enhance or override your product data to improve the performance of your ads.

Use primary feeds to add or remove product data, set language and country targeting, and set Feed Rules for your product data. Primary feeds are the only feed type that can add or remove products. Learn more

Supplemental feeds

Supplemental feeds provide additional, or supplemental, data that can be connected to existing product data in the primary feed. Supplemental feeds cannot add or remove products, or be used as a standalone feed; instead, they're used to update existing product data. Supplemental feeds can provide additional information for multiple primary feeds.

To use a supplemental feed, connect it to an existing primary feed through the id attribute via Feed Rules. Supplemental feeds will only update your product data when the supplemental feed contains IDs that already exist in a primary feed. You must provide product data for every id in your primary feed.

Legacy online inventory update feeds 
If you want to use a separate feed for pricing and availability updates, create a supplemental feed and use the "Take latest" rule to update your primary feed. 

To test your uploads

With this update, you can now test your product data directly within a primary feed. 

Keep in mind: Test feeds can no longer be created as a separate feed.

  1. Select the primary feed that you would like to test
  2. Click the three-dot icon 3 dot icon on the right hand side of the Processing tab
  3. Select Upload input file from the dropdown
  4. Choose which file you want to upload
  5. Click the Upload as test check box
  6. Review errors and warnings that may appear

Submit your product data to multiple countries

You can now use a single feed as a source to sell your products in multiple languages and multiple countries. Multi-country feeds allow you to manage a single feed across multiple countries and languages by setting up additional combinations of countries & languages for existing primary feeds. Other benefits of multi-country feeds include the flexibility to create rules on a locale-by-locale basis and use supplemental feeds to add product data for specific countries and languages.

Merchant Center will automatically convert your currency for the target country that you select, regardless of the price in your feed. Learn more

Note: If you set up a multi-country feed for the Content API, items inserted via the Content API will not automatically be replicated for all countries. The country specified in the Content API insertion call will always be the target country for the product data.  

What's changing

Feed Rules

Feed Rules have been redesigned to be more intuitive and allow you to do more with your product data. Feed Rules can be used to update your primary feeds, connect your supplemental feeds with primary feeds to build your product data, provide incremental updates to your product data, and transform your Content API data. 

You can set multiple rule alternatives for each target attribute. If you set up multiple rule alternatives, the first one which yields a valid value will be applied.

If none of the rule alternatives can yield a valid value, the default rule will be applied to the value in question.
Rule Description
Set to

Use 'Set to' to assign a specific value from a feed, computed value from the Product data specification, or a value you create. The 'Set to' rule lets you combine values from various attributes to create new values.

If values in the description attribute are missing, you can combine color,  brand, and title to build a description.

Take latest 

Use 'Take latest' to update your product data with the most recently submitted values. You can apply the updated values to the listed sources.

If the prices of your products need to be updated, you can submit a supplemental feed with the id and price attributes. The new prices from the feed will be applied to your ads. Learn more

Extract (coming soon)

Use 'Extract' to update an attribute or value based on values already in your feed. 

Find & replace (coming soon)

Use 'Find & replace' to replace words or phrases in the selected source.

Replace the value of ‘navy’ with ‘blue’ under the color attribute.

Standardize (coming soon) 

Use 'Standardize' to replace unsupported values in your existing feeds with supported values based on the Product data specification. We recommend using Standardize for attributes with set values, such as condition or availability.

If your condition attribute contains values that aren’t accepted by Merchant Center, such as brand new, use the ‘Standardize’ rule to set the value to new

Note: If you want to create a combined attribute string with spaces, you must add a space value (“ “) between each attribute.

Content API

With the introduction of the new features, you can now manage your items inserted through Content API via an automatically created feed in Merchant Center. In addition, you can now create rules for items inserted via Content API. Items to which rules were applied can be fetched using the “productstatuses” call.

Due to the nature of Content API, the country and language you provide when inserting items cannot be changed through the multi-country feature. If you want to add additional target countries or languages to a Content API feed, you will need to specify each country and language when inserting items through Content API.

Feed processing notifications

We will no longer send you emails after every feed upload. In place of the current notification system, we will be introducing a new notification procedure that will only notify you when the number of valid items in your feed drops by 5%.

Additional changes

Feed creation for ecommerce platforms is now located under account linking. You can navigate to account linking by clicking on the three-dot icon 3 dot icon, and selecting account linking from the dropdown. 

Files that have been edited can be reprocessed within the Merchant Center tool. If you choose to manually upload your feeds, you can submit files up to 4 GB in size.

Give feedback

The changes coming to feeds are a direct result of feedback from retailers like you. As you use the updated feeds, we‘d like to hear your feedback. You can provide feedback directly in your Merchant Center account by clicking the 3-dot icon 3 dot icon in the top-right corner of your account and selecting Report an error.


Related links

Feeds overview
Build your product data
Create a feed
Submit feeds to multiple countries
Set up Feed Rules
Remove a feed

Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue

Clear search
Close search
Google apps
Main menu
Search Help Center