Create a primary feed

This article describes how to upload a primary feed to enable vehicle ads.

If you're interested in submitting vehicle ads data through API, click here.

The primary feed is a list of all your vehicle inventory with descriptive attributes. Some attributes are required for all vehicle ads in your feed, some are required for certain types of vehicle ads and other attributes are recommended. Not providing a required attribute may prevent that particular vehicle ad from showing up in results and not providing recommended attributes may impact the ad's performance.

Google recommends submitting all your vehicle inventory in a single feed.

Note: To simplify the feed management experience, you can optionally work with a dedicated third-party provider such as Fullpath or Ansira. Vehicle feed providers can automate the creation and submission of vehicle feeds. Learn how to register and submit your feed.

Before you begin

Supported vehicle types: Only non-commercial passenger vehicles such as cars and pickup trucks (utes in AU) are supported. Vehicle ads can't be used to promote RVs, boats, buses, trains, etc.
Supported offers: Your feed should only include vehicle offers. It shouldn't include offers for spare parts, accessories or any other shopping offers.
Attribute headers: You must use the exact attribute headers listed below for your feed to be processed correctly.
Unique vehicle offers: Ensure that you submit each vehicle offer only once in the feed by checking the vehicle identification number (VIN). If the same vehicle is available for multiple shop codes or has multiple fulfilment types, these are supported by repeated fields for shop codes and the group attribute for vehicle fulfilment, and there is no need to submit a VIN multiple times for these scenarios. If a VIN is submitted for more than one vehicle offer, those offers will be disapproved in the feed.
- Exception: If you’re submitting offers in multiple languages, the VIN can be submitted once for each language (if available).
- In the EEA+UK, you should submit ID [id] as an alternative identifier. The ID must also appear on the vehicle’s landing page.

Build your primary feed

Step 1: Create a delimited text file, an XML file or use API

To start, create either a delimited text file (recommended) or an XML file or use the API. Note that neither automated feeds via website crawl nor vehicles added manually in Merchant Center are supported for vehicle ads.

Step 2: Tell us about the vehicles in your inventory

Your primary feed is Google’s source of information for your vehicle ads. The information that you submit in this feed is what appears to auto shoppers searching for your products.

Vehicle ads feed specification

Attribute	Description	Type
Google product category `[google_product_category]`	Required Google Product Category.	Select the category: `Vehicles & Parts > Vehicles > Motor Vehicles > Cars, Trucks & Vans` OR Use category code: `916`
Vehicle fulfilment `[vehicle_fulfillment]`	Required This group attribute is used with the `store_code` sub-attribute for in-store and deliver to shop fulfilment. Shop code isn't required for online offers. Learn more	Supported values: `in_store` `ship_to_store` `online` This attribute can be repeated up to three times for each offer, allowing dealers to specify an option for each fulfilment type.
Title `[title]`	Optional Specific title for the vehicle for sale which is displayed in Merchant Center.	Title is automatically generated based on other attributes. Dealers can list this independently, but it won't be used.
Product type `[product_type]`	Optional Use this attribute to include your own product categorisation system in your product data.	String
VIN `[VIN]`	Required Optional in some countries Vehicle Identification Number, unique identifier for each car. If VIN `[vin]` is optional in your business country, you should submit ID `[id]` as an alternative vehicle identifier.	String, 17 digits
ID `[id]`	Required Your product’s unique identifier. This can be an internal stock number or VIN. In the EEA+UK, this identifier should also appear on the vehicle’s landing page.	String. Must be unique.
Shop code `[store_code]`	Required Unique alphanumeric identifier for each dealership. Note: The shop code attribute is case-sensitive and must match the shop codes submitted in your Business Profile.	String This is a repeated field which can take multiple values.
Image link `[image_link]`	Required Single image of the specific vehicle.	The URL for your main vehicle image. Learn more about image guidelines for vehicle ads
Additional image link `[additional_image_link]`	Optional Up to 10 additional images of the specific vehicle.	More images for your vehicle beyond the main image provided in the image link attribute, commonly used to show a vehicle from different angles. This is a repeated field which can take multiple values.
Link template `[link_template]`	Required for in-shop and deliver to shop offers Link to specific vehicle descriptions page (VDP). Make sure to include the `{store_code}` ValueTrack parameter. Note: The parameter in the URL should be written using the words 'store_code'. Don’t input the actual shop code.	The URL for the landing pages of the vehicle on your site. Example: including store_code as URL parameter: http://mikemart.com/123?store={store_code} Example: including store_code as part of URL path: http://acmestores.com/456/store/{store_code}
Link `[link]`	Required for online offers Link to specific vehicle descriptions page (VDP).	The URL for the landing pages of the vehicle on your desktop site.
Mobile link template `[mobile_link_template]`	Optional Link to a specific vehicle descriptions page (VDP) for mobile devices. Make sure to include the `{store_code}` ValueTrack parameter. Note: The parameter in the URL should be written using the words 'store_code'. Don’t input the actual shop code.	The URL for the landing pages of the vehicle on your mobile site.
Mobile link `[mobile_link]`	Optional Link to a specific vehicle descriptions page (VDP) for mobile devices.	The URL for the landing pages of the vehicle on your mobile site.
Ads redirect `[ads_redirect]`	Optional Similar to link_template but can include ads tracking parameters. Link to specific vehicle descriptions page (VDP). Make sure to include the `{store_code}` ValueTrack parameter.	Example: https://tracking.example.com?product=sports-car&store={store_code}&src=google&param=abc
Price `[price]`	Required The selling price to be displayed on the ad. Make sure this price matches the most prominent or final price on your VDP landing page and complies with local laws with respect to price information. In the UK, the price must be inclusive of all taxes and non-optional charges actually paid by the consumer (in the local currency). In the United States, the price should be the actual price for which any consumer can purchase the advertised vehicle, excluding only required government charges and fees.	Number plus currency (use ISO 4217). Example: `8000.00 GBP`
Vehicle price type `[vehicle_price_type]`	Required for new cars in Australia and Canada and used cars in Australia Optional in some countries Enum: All-in, Drive-away, etc. Learn more about the applicability of the vehicle price type attribute.	Use the `[vehicle_price_type]` attribute to describe the type of price provided in the `price` attribute. Supported values: `all_in_price` `drive_away_price` `estimated_drive_away_price` `excluding_government_charges_price`
Vehicle MSRP `[vehicle_msrp]`	Required for new cars in some countries Optional for used cars Manufacturer suggested retail price (MSRP) for the vehicle in its current configuration. If the MSRP isn't the same as the selling price (above), it should be displayed separately on your VDP landing page as well and labelled as MSRP.	Use the same formatting as the price attribute.
Vehicle all-in price `[vehicle_all_in_price]`	Required for new cars in some countries Optional for used cars The all-in advertised price includes costs for the following – any accessories attached to the vehicle, environmental levies, extra warranty, fuel, freight, pre-delivery inspection (PDI), dealer fees for handling licensing, provincial regulatory fees, miscellaneous dealer charges for security etching and nitrogen tyre fill and factory-to-customer or dealer-to-customer discounts or incentives. This price must appear on the vehicle description page as well. Note: The all-in advertised price doesn’t include sales tax, licensing (the cost of the plate and registration), any trade-in or costs associated with vehicle financing. Learn more about the applicability of the price attribute	Use the same formatting as the price attribute.
Instalment`[instalment]`	Optional All four sub-attributes (months, amount, downpayment and credit_type) are required when used with vehicle ads. Only available in the United Kingdom	Group attribute
Condition `[condition]`	Required The condition of the vehicle. Note: For a vehicle to be considered 'new', the maximum mileage must be 200 miles or 200 kilometres.	Supported values: `Used` `New`
Certified pre-owned `[certified_pre-owned]`	Optional Car is OEM certified pre-owned.	Boolean (`yes`/`no`)
Brand `[brand]`	Required The name of the company that manufactured the vehicle.	String
Model `[model]`	Required Model of the car without trim specifics. (e.g. submit 'Model' and not 'Model deluxe' or 'Model standard')	String
Trim `[trim]`	Optional Trim of the model.	String (for example, S, SV, SL)
Year `[year]`	Required Optional in some countries Model year.	Integer (4 digit)
Mileage `[mileage]`	Required Number of miles on the vehicle. Make sure that you include the unit (km/miles).	Integer + unit (km/miles) Example: `43000 KM` or `24533 Miles`
Colour `[color]`	Required OEM specified exterior colour, text.	String Examples: White, Black, Red, Platinum, Metallic Tri-Coat Notes: You can submit up to three colours, separated by '/' If you describe the vehicle on your landing page using a unique colour (e.g. 'Eco green'), submit that value through the colour attribute, then add a more standard colour name (e.g. 'Green') to your title.
Vehicle option `[vehicle_option]`	Optional (Required for free vehicle ads) List of installed options, using comma separators. (e.g. Leatherette seats, rear-view camera, navigation system, front-seat heaters, A/C, sunroof, Bluetooth)	String The maximum number of values supported is 200. Each value may contain up to 256 characters. This is a repeated field which can take multiple values.
Body style `[body_style]`	Optional Enum: Sedan, SUV, Crossover, etc.	Supported values: `city_car` `compact_suv` `convertible` `coupe` `crossover` `full_size_van` `hatchback` `mini van` `sedan` `station_wagon` `SUV` `truck` `ute`
Engine `[engine]`	Optional Required in some countries Enum: Petrol, Diesel, Electric, Hybrid, etc	Supported values: `petrol` `petrol` `diesel` `electric` `hybrid` `plug-in_hybrid` `other`
Description `[description]`	Optional Free text. Seller notes and options: free text field for additional information about the car, such as single owner and/or a separated list of installed options, e.g. leatherette seats, rear-view camera, navigation system, front-seat heaters, A/C seat(s), sunroof(s), satellite radio ready, etc.	String
Custom label `[custom_label_[0-4]]`	Optional Add up to five custom labels. `custom_label_0` through `custom_label_4` allow you to create specific filters to use in your Ads campaigns. Use these filters for reporting and bidding on groups of products. The information that you include in this attribute won't be shown to users. For example, you could label a group of products by make, model or year. Learn more about custom labels	String Example: `custom_label_0:` (vehicle make) `custom_label_1:` (vehicle model) `custom_label_2:` (vehicle year)
Included destination `[included_destination]`	Optional If you want to have your product participate in additional destinations (beyond what you specified in your feed settings), use the included destination `[included_destination]` attribute. Learn more about included destination	Supported values: `vehicle_ads`
Excluded destination `[excluded_destination]`	Optional If you want to prevent your product from appearing in certain destinations, use the excluded destination `[excluded_destination]` attribute. Learn more about excluded destination	Supported values: `vehicle_ads`
Date first registered `[date_first_registered]`	Required for used vehicles in some countries Optional in other countries	String (MM-YYYY) Example: `07-2020`
Fuel consumption `[fuel_consumption]`	Required in some countries for new cars if the engine is petrol, diesel, hybrid and plug-in hybrid The amount of fuel consumed in litres to travel 100 kilometres using the given vehicle. Note: The values specified must be measured in the combined test cycle.	Number + unit Example: `6.2 l/100km`
Fuel consumption discharged battery `[fuel_consumption_discharged_battery]`	Required in some countries The amount of fuel consumed in litres to travel 100 kilometers using the given vehicle when the battery is discharged. For example: 6.2 l/100km (the unit has lower case ‘L’)	Number + Unit (l/100km)
CO2 emissions `[co2_emissions]`	Required in some countries for new cars. When engine = electric, enter 0 g/km. The CO2 emissions in g/km for the given vehicle. Note: The values specified must be measured in the combined test cycle.	Number + unit Example: `120 g/km`
Energy consumption `[energy_consumption]`	Required in some countries for new cars if the engine is plug-in hybrid or electric. Note: The values specified must be measured in the combined test cycle.	Number + unit Example: `17.2 kWh/100km`
Electric range `[electric_range]`	Required in some countries for new cars when engine is plug-in hybrid or electric Electric range for electric vehicles. Note: The values specified must be measured in the combined test cycle. Equivalent All Electric Range (EAER) for plug-in hybrid vehicles in km according to the local regulatory agency.	Int + Unit (KM/MILES) Example: 2333 Miles
Certification `[certification]`	Required in Germany for new cars. The emissions certification for the vehicle (such as BMWK for Germany or ADEME for France).	Group attribute
Emissions standard `[emissions_standard]`	Emission standard associated with the CO2 emissions value for the vehicle. Required in Italy	Supported values: `euro1` `euro2` `euro3` `euro4` `euro5` `euro5b` `euro6` `euro6c` `euro6d` `euro6d-TEMP` `euro6e`

Submitting the vehicle_fulfillment group attribute

Group attribute	`vehicle_fulfillment`
Accepted values	`in_store` `ship_to_store` `online`
Sub-attributes	`option` `store_code`

Text feeds

Format the group attribute name using vehicle_fulfillment, then adding in parentheses one of the supported fulfilment values followed by store_code (as needed). The store_code sub-attribute needs to be repeated for each shop code value that you want to submit, separated by a colon ( : ).

Example: In-store fulfilment

If the store_code sub-attribute is repeated in the group attribute name, but only one shop code value is submitted, the entry will still be accepted since there is only one colon in the value.

When a colon (:) doesn't indicate a separate sub-attribute value, the value should be surrounded by quotes (").

Name	`vehicle_fulfillment(option:store_code:store_code)`
Values	`in_store:1111:2222 in_store:1111 in_store:1111:”2222:2”`

Example: Online fulfilment

The store_code sub-attribute isn't required for online offers.

Name	`vehicle_fulfillment(option)`
Value	`online`

Example 3: Hybrid offer

A hybrid offer combines both of the above examples as separate columns in the data

{other feed cols}	`vehicle_fulfillment(option)`	`vehicle_fulfillment (option:store_code:store_code)`
…	`online`	`in_store:1111:2222`

Google Sheets

Format the group attribute name the same way as with text feeds. When a colon (:) isn't used to separate sub-attribute values, it should be submitted with a preceding backslash ( "\" )

Name	`vehicle_fulfillment(option:store_code:store_code)`
Values	`in_store:1111:2222 in_store:1111 in_store:1111:2222\:2`

XML feeds

Include the store_code sub-attribute as needed. To specify different fulfilment options, submit multiple vehicle_fulfillment attributes and include the store_code sub-attribute.

Example

<g:vehicle_fulfillment> <g:option>online</g:option> </g:vehicle_fulfillment> <g:vehicle_fulfillment> <g:option>in_store</g:option> <g:store_code>1111</g:store_code> <g:store_code>2222</g:store_code> </g:vehicle_fulfillment>

Applicability of the price attributes

Country	Inventory type	Advertiser type	`price`	`vehicle_price_type`	`vehicle_msrp`	`vehicle_all_in_price`
Australia	Used	All	Required	Required `drive_away_price` `excluding_government_charges_price`	Optional	Not applicable*
Australia	New	All	Required	Required `drive_away_price` `estimated_drive_away_price`	Required	Not applicable*
Canada	Used	All	Required	Optional Not applicable. Leave the attribute blank or don’t provide the attribute in the feed.	Optional	Optional
Canada	New	All	Required	Required `all_in_price`	Optional	Required
France	Both	All	Required	Optional Not applicable. Leave the attribute blank or don’t provide the attribute in the feed.	Optional	Not applicable*
Germany	Both	All	Required	Optional Not applicable. Leave the attribute blank or don’t provide the attribute in the feed.	Optional	Not applicable*
United Kingdom	Both	All	Required	Optional Not applicable. Leave the attribute blank or don’t provide the attribute in the feed.	Optional	Not applicable*
US	Used	All	Required	Optional Not applicable. Leave the attribute blank or don’t provide the attribute in the feed.	Optional	Not applicable*
US	New	All	Required	Optional Not applicable. Leave the attribute blank or don’t provide the attribute in the feed.	Required	Not applicable*

Not applicable* – Leave the attribute blank or don’t provide the attribute in the feed.

`all_in_price`

Applicable to: Canada

Required for all new car offers in Canada.

`drive_away_price`

Applicable to: Australia

The drive-away price includes stamp duty, luxury car tax (if applicable), compulsory third-party insurance, registration and dealer delivery.

This price type or estimated_drive_away_price (below) is required for new cars in Australia.
This price type or excluding_government_charges_price (below) is required for used cars in Australia.

`estimated_drive_away_price`

Applicable to: Australia

The estimated drive-away price, like the drive-away price described above, includes stamp duty, luxury car tax (if applicable), compulsory third-party insurance, registration and dealer delivery, but is indicative only. The actual drive-away price may differ based on regional or other factors.

This price type or drive_away_price (above) is required for new cars in Australia.

`excluding_government_charges_price`

Applicable to: Australia

The excluding government charges price excludes duties, fees, levies or charges payable by the consumer directly to a relevant third-party authority.

This price type or drive_away_price (above) is required for used cars in Australia.

Note:

Vehicle ads don’t have availability [availability] as an attribute. Therefore, don’t submit this attribute. Submitting it may lead to errors in the feed.
If you don’t submit a value for an optional attribute, Google interprets it as though that attribute hasn’t been submitted.

More frequent inventory updates

Inventory price and availability can change frequently. Increase the feed frequency to carry out more frequent updates of your inventory data. To submit product data through API, learn more about the Google Content API.

Was this helpful?

How can we improve it?

Create a primary feed

Before you begin

Build your primary feed

Step 1: Create a delimited text file, an XML file or use API

Step 2: Tell us about the vehicles in your inventory

Vehicle ads feed specification

Text feeds

Example: In-store fulfilment

Example: Online fulfilment

Example 3: Hybrid offer

Google Sheets

XML feeds

Example

Applicability of the price attributes

`all_in_price`

`drive_away_price`

`estimated_drive_away_price`

`excluding_government_charges_price`

More frequent inventory updates

Was this helpful?

Need more help?

Try these next steps: