Google Shopping product feed — settings and fields

A product feed is an XML file that Google Merchant Center (and Meta) retrieves from a public URL. Feeds belong to the Google Shopping connection. Find them under Integrations → Google Shopping, in the Connection step.

Feed card

At the top, select a feed from the list or click Add feed. The card has four sections.

Connection settings specify what the feed sends and where it comes from:

• Catalog—the feed sends products from this catalog. Categories and rules also come from it. A new feed cannot be saved without a catalog.
• Language—the language of names and descriptions. Leave it empty to use the catalog's default language.
• Prices from—the price group that supplies the price and currency.
• Stock from warehouses and Availability—a product is available from the specified number of units in the selected warehouses. You can also choose Always available.
• Link from store offer—the product link comes from an offer in your store. Merchant Center rejects links to marketplaces such as Allegro.
• Rebuild—the feed rebuilds itself every selected number of hours.
• Send unavailable as out_of_stock—when disabled, unavailable products are omitted from the file.

Products in feed—by default, the feed sends all active products in the catalog. Click Add condition to narrow the selection with a filter. The number of products matching the filter appears beside it.

The Feed URL appears below the name. The icon in the field copies the URL. The ⋮ menu contains Generate now, Generate new URL, and Delete.

Google fields—the bar below the URL shows how Google fields are set for this feed:

• set—fields with a value from a rule or connection settings;
• required fields without a value (in red)—fields Google needs that nothing fills, such as Brand. Click a field name to set it immediately;
• overridden in this feed—fields with a value only for this feed.

The Map fields button opens field mapping. If a field is missing, it opens the first missing field with its editor already open.

Save changes with Save. Saving requires confirmation with a 2FA code because it changes what Google sees.

Last run shows how many products went into the file and why others were skipped. Skipped products shows examples for each reason.

Product preview—enter at least 3 characters of a name, SKU, or EAN. You will see the product exactly as it appears in the file. The preview shows the saved feed.

Google fields

The Map fields button on the feed card opens V2 Product Listing for this feed, on the Feed fields tab. Each Google field (title, brand, color, and so on) has a rule, like a marketplace offer template.

A value can live at several levels. The more specific level takes precedence:

1. Connection settings—used when no rule sets the field. Price, availability, identifier, and additional images always come from the feed card. A rule cannot change these fields.
2. All feeds—one value for every feed in this connection.
3. Catalog and category—a different value for a catalog or category.
4. This feed—a value for just one feed. Other feeds keep the shared value.

Set the selected feed's value with the RSS-icon button in the field row.

A field without a rule shows the Connection settings chip and the value from the feed card. Hover over the text to see the full description. The gear icon opens connection settings. A required field filled by connection settings is not counted as missing.

Campaign labels (Google Ads) are the custom_label_0–4 fields. The feed sends them to Google; use them to group products in campaigns.

Brand has no default value. Until you set it, the row shows “Not set — choose an attribute or value” in red. Choose a catalog attribute or enter a fixed value.

The feed sends attribute values as they are in the catalog. Fields with a closed Google list (for example, condition, gender, and age group) accept only values from that list. The feed skips a product with a different value and gives the reason Value outside Google list. Correct the attribute value in the catalog or set a fixed value from the Google list in the field rule.

Assign Google categories on the Categories tab, just like marketplace categories.