Editorial and participation criteria guidelines for merchant loyalty program

While activating your loyalty program in Merchant Center, ensure that the program meets the editorial and participation criteria guidelines.

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

The number of tiers submitted in Merchant Center should match the number of tiers on your website

Guidelines for tier benefits

Tier name

A limit of 25 characters
Must match the name of your program tier 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

Tier label

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

Tier 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

Tier requirement

Make sure the joining criteria matches the information on your website

Tier benefits

For each tier, you may select multiple benefits
Each tier benefit should match the information on your website

Participation criteria guidelines

Google supports merchant loyalty program that provides members with perks based on membership tier. The perks should be available regardless of purchase location such as 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.

Note: Submit all information on points accrual, member price, or member shipping through loyalty_program attribute. Learn more about Loyalty program [loyalty_program].

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 guidelines. Review the email and our editorial requirements, and then edit and resubmit the details. If you’re unsure about the reason for rejection, you can contact the support team.

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