Google Merchant Center - Attributes

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  Target Audience

  31 Jul 2026

  Target audience The Target audience attributes let you describe who a product is intended for. This information is used to guide customers to suitable products and can also be required for compliance in certain product categories. Available attributes: Adult content: indicates whether the product is intended for adults only Suggested age group: the recommended age group for the product Suggested gender: the recommended gender for the product Note: Suggested age group and Suggested gender matter most for categories like clothing, toys, and accessories, where the right value helps customers filter to products meant for them, for example separating kids' shoes from adult shoes, or menswear from womenswear. Fill these in whenever they clearly apply to the product. Setting up Target audience attributes 1. Enable the attributes Go to Assortment → Products → Product Settings. In the panel on the right, locate the Product Attributes section. Scroll down until you find the Target audience heading. For each attribute you wish to use, click the edit icon and select your preferred visibility option, then click Save. 2. Add target audience details to a product Go to Assortment → Products and open the product you wish to edit. Scroll to the bottom-right of the product page. You will find the Target audience fields, where you can fill in the relevant details for each attribute. If you have any questions, please contact customer support.

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  Store - Attributes

  31 Jul 2026

  Store The Store attributes let you tie a product to a specific physical store location. This is useful for retailers with multiple locations who want to indicate where an item is available. All fields are optional and can be shown to customers on the product page. Available attributes: Store Address: the physical address of the store location Store Code: a unique code identifying the store location About Store Code Use Store Code to tag a product with a short identifier for the physical store it belongs to. Keep the code consistent across your products, since this is what ties a product to a specific location. Using Google local inventory ads or vehicle ads? Google Merchant Center has its own store code requirement, and your code here needs to match the one registered in your Google Business Profile. Read Google's Store code guidelines for the full format requirements. Setting up Store attributes 1. Enable the attributes Go to Assortment → Products → Product Settings. In the panel on the right, locate the Product Attributes section. Scroll down until you find the Store heading. For each attribute you wish to use, click the edit icon and select your preferred visibility option, then click Save. 2. Add store details to a product Go to Assortment → Products and open the product you wish to edit. Scroll to the bottom-right of the product page. You will find the Store fields, where you can enter the store address and store code. If you have any questions, please contact customer support.

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  Stock Export - Google & Facebook Product Feed

  1 Jun 2026

  The stock export feature allows you to include your product inventory levels in your Google and Facebook product feeds. This gives you greater control over how your stock data is used for campaign segmentation and targeting in Google Merchant Center and Meta. This is an optional feature used exclusively for Google and Facebook product feed integration. Setting up stock information mapping Go to Settings → External Connections → Product Feed → Google & Facebook stock information mapping. Google Enable the stock export option and choose which product feed field your stock quantity should be linked to: quantity — sends stock levels directly as the product quantity field in the feed. custom_label_0 through custom_label_4 — maps stock to one of the five available custom label fields, allowing you to use it for product segmentation in Google Merchant Center. Select your preferred field and save. About custom labels Custom labels (custom_label_0 to custom_label_4) are optional fields in the Google product feed used to segment products in Shopping campaigns. By mapping your stock to a custom label, you can create campaign rules that behave differently depending on whether a product is well-stocked or running low. Note: Custom label values are not shown to customers. They are only visible within Google Merchant Center. If you are already using custom labels for other segmentation purposes (e.g. sale status, margin tier), make sure to map stock to a label that is not already in use. Facebook Enable the stock export option to include your stock quantity in the Facebook product feed. No additional field mapping is required. If you have any questions, please contact customer support and we will be happy to help.

• Energy Efficiency Class

  21 May 2026

  Energy Efficiency Class The energy_efficiency_class attribute allows you to communicate how a product rates on a given energy efficiency scale. When using this attribute, you must also provide the full range by setting both a minimum and maximum value: energy_efficiency_class - the actual rating of the product (e.g. A+) min_energy_efficiency_class - the lowest rating on the scale (e.g. D) max_energy_efficiency_class - the highest rating on the scale (e.g. A+++) This is an optional field, used exclusively for Google Merchant Center integration. Important: As of April 2025, these attributes are only available for products targeting Switzerland, Norway, or the United Kingdom. For products targeting EU countries, use the certification attribute instead, which pulls energy efficiency data from the EU's EPREL database. Setting up the Energy Efficiency Class attribute 1. Enable the attributes Go to Assortment → Products → Product Settings. In the panel on the right, locate the Product Attributes section. Scroll down until you find the Energy Efficiency heading. You will see three sub-attributes: Actual Energy Efficiency Class, Maximum Energy Efficiency Class, and Minimum Energy Efficiency Class. For each one, select the option Include in product feed and click Save. Note: The option to mark a field as private will hide it from customers, but to send the value to Google you must select the product feed option. 2. Add energy efficiency details to a product Go to Assortment → Products and open the product you wish to edit. Scroll to the bottom-right of the product page. You will find the Energy Efficiency fields, where you can enter the actual, minimum, and maximum class values. 3. Export to Google Merchant Center Once energy efficiency values have been added to a product, they will be included in your Google product feed automatically. In Google Merchant Center, the energy efficiency information will be displayed on your product listing where supported. If you have any questions, please contact customer support.

• Certification

  21 May 2026

  Certification With the certification attribute, you can describe the certifications required under local regulations for a product, such as energy labeling or carbon class. To display a certification on Google, you must provide a supported combination of the following sub-attributes: certification_authority - the body that issued the certification (e.g. EU) certification_name - the name of the certification (e.g. Energy Label) certification_code - the specific rating or code (e.g. A+) This is an optional field, used exclusively for Google Merchant Center integration. Note: If you do not provide certification information, Google may automatically add it based on your product's GTIN and MPN data. You can always correct or update this by submitting new values. Setting up the Certification attribute 1. Enable the attributes Go to Assortment → Products → Product Settings. In the panel on the right, locate the Product Attributes section. Scroll down until you find the Certification heading. You will see three sub-attributes: Certification Authority, Certification Code, and Certification Name. For each one, select the option Include in product feed and click Save. Note: The option to mark a field as private will hide it from customers, but to send the value to Google you must select the product feed option. 2. Add certification details to a product Go to Assortment → Products and open the product you wish to edit. Scroll to the bottom-right of the product page. You will find the Certification fields, where you can enter values for authority, name, and code. 3. Export to Google Merchant Center Once certification details have been added to a product, the values will be included in your Google product feed automatically. In Google Merchant Center, the certification information will be displayed on your product listing where supported. If you have any questions, please contact customer support.

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  Shipping label

  21 May 2026

  Shipping Label The shipping_label attribute allows you to group products together in order to set up specific shipping rates in Google Merchant Center. The information entered in this field is not visible to customers. You can use shipping labels to categorize products - for example as oversized, perishable, or free shipping. This is an optional field, used exclusively for Google Merchant Center integration. Setting up the Shipping Label attribute 1. Enable the attribute Go to Assortment → Products → Product Settings. In the panel on the right, locate the Product Attributes section. Scroll down until you find the Shipping Label heading. Select the option Include in product feed and click Save. Note: The option to mark the field as private will hide it from customers, but to send the value to Google you must select the product feed option. 2. Add a shipping label to a product Go to Assortment → Products and open the product you wish to edit. Scroll to the bottom-right of the product page. You will find the Shipping Label field, where you can enter the desired label value. 3. Export to Google Merchant Center Once a shipping label has been added to a product, the value will be included in your Google product feed automatically. In Google Merchant Center, you can then use this label under Products → Delivery & Returns to configure shipping rules based on the label. If you have any questions, please contact customer support.