Every feed shares one canonical field schema, based on the Google Merchant Center product data specification plus a couple of fields specific to Product Feed Master. Input channels map their source columns onto these fields; output channels map these fields onto whatever a destination expects.
Two fields are app-internal rather than part of the Google spec: identifier
(the immutable per-product lookup key, exported as id by default)
and status (active
or inactive).
Basic product data
| Field | Description |
|---|---|
| identifier | Immutable per-product ID used to match records across syncs. Exported as id. |
| title | Product name. |
| description | Product description. |
| link | URL of the product page. |
| mobile_link | Mobile-specific product page URL. |
| canonical_link | Canonical URL when a product page can be reached at more than one URL. |
| image_link | Main product image URL. |
| additional_image_link | Additional image URL(s). |
| virtual_model_link | 3D/AR virtual model asset URL. |
Price & availability
| Field | Description |
|---|---|
| availability | Stock status, e.g. in stock, out of stock, preorder. |
| availability_date | Date a preordered product becomes available. |
| expiration_date | Date the listing should stop showing. |
| price | Regular price. |
| sale_price | Discounted price, if any. |
| sale_price_effective_date | Date range the sale price is active. |
| cost_of_goods_sold | Your cost for the item (used for margin reporting by some channels). |
| unit_pricing_measure | Quantity the price applies to, e.g. 150ml. |
| unit_pricing_base_measure | Base unit for unit pricing, e.g. 100ml. |
| installment | Installment payment terms. |
| subscription_cost | Subscription pricing terms. |
| loyalty_points | Loyalty/reward points earned on purchase. |
Category & identifiers
| Field | Description |
|---|---|
| google_product_category | Google's standardized product category, by name or ID. |
| product_type | Your own category/breadcrumb path for the product. |
| brand | Brand name. |
| gtin | Global Trade Item Number (UPC/EAN/ISBN). |
| mpn | Manufacturer part number. |
| identifier_exists | Whether the product has brand/GTIN/MPN identifiers at all. |
Variant detail
| Field | Description |
|---|---|
| condition | new, refurbished, or used. |
| adult | Whether the product is adult-only content. |
| multipack | Number of identical products sold as one unit. |
| is_bundle | Whether the listing is a bundle of different products. |
| age_group | Target age group, e.g. adult, kids. |
| color | Color. |
| gender | Target gender. |
| material | Primary material. |
| pattern | Pattern or graphic print. |
| size | Size. |
| size_type | Cut, e.g. regular, petite, plus. |
| size_system | Sizing system, e.g. US, EU, UK. |
| item_group_id | Groups variants of the same product together. |
Shopping campaigns & destinations
| Field | Description |
|---|---|
| sell_on_google_quantity | Quantity available for Buy on Google. |
| product_detail | Structured spec sheet detail (name/value/section). |
| product_highlight | Short bullet-point highlights. |
| custom_label_0 – custom_label_4 | Five free-form labels for campaign segmentation. |
| promotion_id | Links the product to a merchant promotion. |
| included_destination | Destinations to explicitly include, e.g. Shopping Ads. |
| excluded_destination | Destinations to explicitly exclude. |
| shopping_ads_excluded_country | Countries to exclude from Shopping ads. |
| pause | Temporarily pauses the listing without deleting it. |
Shipping
| Field | Description |
|---|---|
| shipping | Structured shipping rate (country/region/price). |
| shipping_label | Label used to group products for shipping rules. |
| shipping_weight | Package weight. |
| shipping_length / _width / _height | Package dimensions. |
| ships_from_country | Country the product ships from. |
| max_handling_time / min_handling_time | Days between order and shipment. |
| transit_time_label | Label used to group products for transit-time rules. |
Tax & energy efficiency
| Field | Description |
|---|---|
| tax | Structured tax rate. |
| tax_category | Tax category code. |
| energy_efficiency_class | EU energy label class, e.g. A, B, C. |
| min_energy_efficiency_class / max_energy_efficiency_class | EU energy label scale endpoints. |
App-internal
| Field | Description |
|---|---|
| status | active or inactive, editable per product like any other field. |