While activating your loyalty program in Merchant Center, ensure that the program meets the editorial guidelines.
On this page
Editorial guidelines
Guidelines for program details
Program name
- A limit of 25 characters
- Must match the name of your program on your website
- Start with capital letter
- Use correct grammar and spelling
- Use proper spacing
- Use appropriate punctuation and symbols
- Use proper capitalization
- Don’t use offensive language
- Trademark symbol (™) is supported
Program label
Use the program label to specify the loyalty program label for product feed or Content API.
- A limit of 25 characters
- To separate 2 words, use “_”
- List of characters not supported: space
- Supported delimiter: “_”
Program description
- A limit of 39 characters
- Start with capital letter
- Highlight the most attractive perk applying to all your loyalty tiers (mandatory)
- Use correct grammar and spelling
- Use proper spacing
- Use appropriate punctuation and symbols
- Use proper capitalization
- Don’t use offensive language
Program URL
- Your landing page must display all the details of your loyalty program
- You can include URL parameters for the purpose of tracking traffic
- Make sure your landing page is live
- Use a landing page, not a file or email
- Only link to the domain from your Merchant Center account
- Include an easy to find CTA for shoppers to join your program
Number of tiers or levels
- The number of tiers submitted in Merchant Center should match the number of tiers on your website
Guidelines for level benefits
Level name (tier name)
- A limit of 25 characters
- Must match the name of your program level on your website
- Start with capital letter
- Use correct grammar and spelling
- Use proper spacing
- Use appropriate punctuation and symbols
- Use proper capitalization
- Don’t use offensive language
Level label (this is used to build product feed and create a special shipping service)
- Limit to 25 characters
- Use correct grammar and spelling
- Use “_” for spacing
- Use appropriate punctuation and symbols
- Use proper capitalization
- Don’t use offensive language
Level URL
- This is an optional field
- Landing page should display details of your loyalty program
- Make sure your landing page is live
- Use a landing page, and not a file or email
- Only link to the domain from your Merchant Center account
Level benefits
- For each level, you may select multiple benefits
- Each level benefit should match the information on your website
Note: Google supports merchant loyalty program, which provides members with perks based on membership tier. In line with our current policies, these perks should be available regardless of purchase location (web, app, or in-store).
How it works
After you activate your loyalty program in Merchant Center, the submission goes through the following sequence.
| Action | Status in Merchant Center |
|---|---|
| Initiation of “Getting started” | Get started |
| “Submit for review” | Under Review |
| Rejected by reviewers | Rejected |
| Approved by reviewers | Active |
Google takes up to 48 hours to review your loyalty program, its associated tiers, and associated benefits before surfacing them across Google properties.
Approval process
Policy review: After you submit details on the loyalty program and its benefits, Google reviews them during business hours to check if they follow editorial requirements.
Note: You’ll receive an email if the submission doesn't meet our editorial guidelines. Review the email and our editorial requirements, and then edit and resubmit the details.