Google Merchant Center Feed Template
Merchant Center feed errors are one of the most common reasons Shopping campaigns don't run or underperform. An incorrectly structured feed gets products disapproved silently, and fixing it means navigating Google's documentation across multiple pages.
This template gives you a pre-structured CSV with every required Google Merchant Center attribute — id, title, description, link, image_link, availability, price, condition, brand, GTIN — plus the most impactful optional attributes: product_type, custom_label_0 through custom_label_4, sale_price, shipping, and google_product_category.
Each column header includes a tooltip row explaining the accepted values, character limits, and format requirements. There are also a set of example rows showing correct and incorrect formatting for common problem areas: price format, availability values, and GTIN structure.
A companion tab explains how to use custom labels for budget segmentation — labelling products by margin, bestseller status, or seasonality — which is the most impactful feed optimisation most accounts aren't doing.
Works for any Merchant Center setup: manual upload, scheduled fetch, or as a reference when debugging a feed integration.
What you get
- A CSV structured for the required Merchant Center attributes
- Accepted values and format rules per column
- Example rows showing correct and incorrect formatting
- A custom label guide for segmentation
- Provided on request through the contact form
Who it's for: Ecommerce managers and PPC specialists setting up or auditing Google Shopping feeds.
What this template is for
Feed errors are one of the most common reasons Shopping campaigns do not run or underperform. When a feed is structured incorrectly, products can be disapproved without much warning, and fixing it means reading through several pages of Google's documentation. The Google Merchant Center Feed Template is a CSV that gives you the correct structure up front.
What the template contains
A pre-structured CSV with the required Merchant Center attributes: id, title, description, link, image_link, availability, price, condition, brand and GTIN. It also includes the optional attributes that matter most: product_type, custom_label_0 to custom_label_4, sale_price, shipping and google_product_category.
Each column header comes with a tooltip row that explains the accepted values, character limits and format rules. Example rows show correct and incorrect formatting for the usual problem areas: price format, availability values and GTIN structure.
A companion tab explains how to use custom labels to segment campaigns, for example by margin, bestseller status or seasonality. A short common-error reference lists typical feed errors and their fixes.
How to use it
Copy the headers into your own export or paste your products under them, then compare your values with the correct and incorrect examples before you upload. It works for any Merchant Center set-up: manual upload, scheduled fetch, or as a reference while you debug an integration. After upload, check the diagnostics in Merchant Center, because Google's current requirements are the final authority and can change.
The file is provided on request. Would you rather have this done for you? Fill out the form on our contact page, tell us about the business, and we will come back with a quote.
Who it is for
E-commerce managers and PPC specialists setting up or auditing a Google Shopping feed.
Frequently asked questions
- Why are products disapproved?
- Common causes are wrong price or availability formats, missing required attributes and invalid GTINs. The example rows in the template show the correct and incorrect forms.
- What are custom labels for?
- They let you group products, for example by margin or season, so you can segment campaigns and bids. The companion tab explains the approach.
- Does the template replace Merchant Center diagnostics?
- No. Treat it as a correctly structured starting point and confirm results in your Merchant Center diagnostics.
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