CSS Product data specification

Use this guide to format your product information for Comparison Shopping Service Center (CSS Center). Google uses this data to match search queries to results. Sharing your product data in the correct format is important for showing your product pages organically.

In this article


Requirements

In addition to the following product data specification, the data you submit must also meet the following requirements:

Note: Each line in your product data must represent a product variant. If your product page includes multiple variants of the same product, submit a separate entry for each.

Definitions

  • Product: The actual product that potential customers search for on Google.
  • Variant: A specific version of a product that comes in different variations. For example, a shirt that comes in different sizes may have small, medium, and large size variants.
  • Offer: The price and condition offered by a particular merchant for the product on the CSS product page.
  • Headline offer: The offer that is shown prominently on your CSS product page. Its price is used to represent your product page on Google.

Required Required: Submit this attribute. If you don't, your product page won't be shown organically.

Optional Optional: You can submit this attribute if you want to help boost your product's performance.


Attributes

The CSS product data specification includes 2 types of attributes:

The product data you submit using these attributes is the foundation for showing your product pages on Google. If there’s any issues, Google will let you know in CSS Center.


CSS product page attributes

The information you submit using these attributes differentiates your CSS from your competitors’ CSSs. Make sure everything you submit is of the quality that you would show to a customer.

Attribute and format Minimum requirements at a glance

CPP link [cpp_link]

A link to your CSS product page (CPP).

Required Required

Example

http://css.com/asp/sp.asp?cat=12&id=1030

  • Use your CSS Center domain name
  • Start with http or https.
  • Use an encoded URL that complies with RFC 2396 or RFC 1738.
  • Don't link to an interstitial page unless legally required.

CPP mobile link [cpp_mobile_link]

CSS product page link (CPP link) that is optimized for mobile.

Optional Optional

Example

http://m.css.com/asp/sp.asp?cat=12&id=1030

Syntax

  • Max 2000 alphanumeric characters

Number of offers [number_of_offers]

The number of offers for a product displayed on your product page.

Required Required

Example

5

Syntax

  • Integer
  • Only offers that can be bought online can be included.
  • The product page must include offers from at least 2 independent merchants who have a product in stock.

Low price [low_price]

The lowest price for a product offered for immediate purchase by one of the merchants on the product page.

Optional Optional

Example

15.00 EUR

Syntax

  • Numeric
  • ISO 4217

High price [high_price]

The highest price for a product offered for immediate purchase by one of the merchants on the product page.

Optional Optional

Example

15.00 EUR

Syntax

  • Numeric
  • ISO 4217

Headline offer link [headline_offer_link]

The landing page of your headline offer. Google uses the link to run data quality checks.

Required Required

Example

http://merchant.com/asp/sp.asp?cat=12&id=1030

  • Ensure the link to the landing page of the headline offer is shown prominently on your CSS product page.
  • The headline offer must have a product available for immediate purchase.
  • Start with http or https.
  • Use an encoded URL that complies with RFC 2396 or RFC 1738.
  • Don't link to an interstitial page unless legally required.

Headline offer mobile link [headline_offer_mobile_link]

A link to the mobile-optimized landing page of your headline offer, when available. Google uses the link to run data quality checks.

Optional Optional

Example

http://m.merchant.com/asp/sp.asp?cat=12&id=1030

Syntax

  • Max 2000 alphanumeric characters

Headline offer price [headline_offer_price]

The product price of the headline offer. This price is used to represent your product page on Google.

Required Required

Example

15.00 USD

Syntax

  • Numeric
  • ISO 4217
  • Accurately submit the headline offer price and currency. The value must match the price shown:
    • On your CSS product page
    • On the landing page and at checkout of the merchant that stated this offer.
  • For products sold in bulk quantities, bundles, or multipacks:
    • Submit the total price of the minimum purchasable quantity, bundle, or multipack.
  • Include value added tax (VAT).

Headline offer condition [headline_offer_condition]

The condition of the product sold on the landing page of the headline offer.

Optional Optional for new products

Required Required if a product is used or refurbished

Example

new

Supported values

  • New [new]: Brand new, original, unopened packaging
  • Refurbished [refurbished]: Professionally restored to working order, comes with a warranty, may or may not have the original packaging
  • Used [used]: Previously used, original packaging opened or missing

Headline_offer_installment [headline_offer_installment]

Use the headline_offer_installment [headline_offer_installment] attribute to tell customers the details of a monthly installment payment plan that you offer.

Optional Optional for each product

Example headline_offer_installment(months:amount:downpayment)

Syntax

  • The names of the sub-attributes that you want to submit separated by a colon ( : )
  • Match the installment plan that you display on your landing page.
  • Don’t require that users have a loyalty card in order to choose the installment option that you submit.
  • Avoid using the installment attribute for software subscriptions.
  • Use in approved countries only.
  • Use for approved product categories only.

Headline_offer_subscription_cost [headline_offer_subscription_cost]

Use the headline_offer_subscription_cost [headline_offer_subscription_cost] attribute to include the details of a monthly or annual payment plan that bundles a communications service contract with your wireless product (mobile phone or tablet).

Optional Optional for each product

Example

month:12:50 EUR

Supported values

  • Period [period] (Required): The duration of a single subscription period, either month [month] or year [year].
  • Period length [period_length] (Required): Integer, the number of subscription periods (months or years) that the buyer pays.
  • Amount [amount] (Required): ISO 4217, the amount the buyer pays per month. This amount may round up to the nearest whole unit of local currency to save space.
    • Note: The provided value must exactly match the amount as shown on your site.
  • Include the total amount due at checkout in the headline_offer_price [headline_offer_price] attribute.
  • When used in combination with the headline_offer_installment [headline_offer_installment] attribute, also include the total amount due at checkout in the downpayment [downpayment] sub-attribute of the headline_offer_installment [headline_offer_installment] attribute.
  • Match the communications payment plan that you display on your landing page.
  • Don’t require that users have a loyalty card to choose the service plan that you submit.
  • Don't use the subscription cost attribute for software subscriptions.
  • Use in approved countries only.
  • Use for approved product categories only.

Product data attributes

You also need to submit the following Merchant Center product data attributes in order to show your CSS product pages organically:

ID [id]

Title [title]

Description [description]

Image link [image_link]

Additional image link [additional_image_link]

Google product category [google_product_category]

Product type [product_type]

Brand [brand]

GTIN [gtin]

MPN [mpn]

Adult [adult]

Multipack [multipack]

Bundle [is_bundle]

Certification [certification]

Age group [age_group]

Color [color]

Gender [gender]

Material [material]

Pattern [pattern]

Size [size]

Size type [size_type]

Size system [size_system]

Item group ID [item_group_id]

Expiration date [expiration_date]

Product length [product_length]

Product width [product_width]

Product height [product_height]

Product weight [product_weight]

Product detail [product_detail]

Product highlight [product_highlight]

Learn more about Merchant Center Product data specification.


CSS Product Listing Ad format

CSS product listing ads show a carousel of products on Google general search results. The following data feed attributes allow you to format the product information you upload to Comparison Shopping Service Center (CSS Center). Providing required attributes is important to ensure that your products show up in ads.

Attribute and format Minimum requirements at a glance

Headline offer shipping price [headline_offer_shipping_price]

The shipping price of the headline offer.

Required Required if shipping cost is non-zero

Use this attribute to outline the highest shipping cost associated with the headline offer to deliver in the target country. The format of the attribute is similar to the headline offer price [headline_offer_price] attribute.

This field is required if the shipping cost of the offer is more than zero.

Ads redirect [ads_redirect]

A URL used to specify additional parameters and tracking for your product page. Customers will be sent to this URL rather than the value that you submit for the link [cpp_link] or mobile link [cpp_mobile_link] attributes.

Optional Optional for each product

Optional attribute that can be used to specify tracking URLs and parameters.

Custom label 0-4 [custom_label_0-4]

A label that you can assign to a product to help organize bidding and reporting.

Optional Optional for each product

Use a value that you'll recognize in your campaign and manage effectively. The value won't be shown to customers who see your ads and free listings.

Pause [pause]

A setting you can use to pause and quickly reactivate a product for ads. A product can be paused for up to 14 days. If a product is paused for more than 14 days it will be disapproved. To re-approve, remove the attribute.

Optional Optional for each product

Submit the attribute with a supported value for ads destinations.

You should only pause a product for 14 days or less.

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