Use this template to run a discount or offer tied to products you already sell. Like the local inventory feed, this one extends an existing primary Products feed rather than standing alone; every promotion has to map to product IDs already in that feed. See the Google Merchant Center feed templates overview if you haven’t set up the primary feed yet.
This isn’t legal advice. Confirm that discount claims are accurate and legally defensible (real reference prices, honest “eligible items” scope) with your legal or compliance team before publishing.
- CSV, TSV, or XML.
- Requires a linked, active primary Products feed.
Column template
This is a representative subset. Google’s promotions spec has several conditionally required attributes depending on offer_type (percentage off, money off, buy-X-get-Y, and others); confirm the exact combination against Google’s formatting and attributes FAQ linked below.
promotion_id needs to be unique per promotion and is what ties eligible product rows together.product_applicability is either all_products or specific_products; if it’s specific, you also map the individual product id values the promotion applies to.- Date ranges use an ISO 8601-style start/end format; keep
promotion_effective_dates (when the discount is actually live) distinct from promotion_display_dates (when the promo badge can show ahead of the live date).
Data and compliance rules
- Advertised offers need to be genuinely achievable for a real shopper, not a “50% off” headline that only a small, unstated subset of products qualifies for. That’s one of Google’s specifically named misrepresentation examples, and it carries the same immediate-suspension risk as inaccurate pricing.
- The reference (pre-discount) price shown alongside a promotion needs to be a real, recently offered price, not an inflated one invented to make the discount look bigger. Several jurisdictions also regulate this directly as deceptive pricing, independent of Google’s own policy.
- Keep the promotion’s effective dates accurate. A promotion feed still marked active after the sale has ended is a common, avoidable compliance gap.
Official documentation
