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Use this template for a car dealership’s vehicle inventory, used with Google Vehicle ads. This is a separate feed from the primary Products feed, not an extension of it; see the Google Merchant Center feed templates overview if you need the core Products feed instead.
This isn’t legal advice. Confirm pricing accuracy and any state-level auto advertising disclosure requirements with your legal or compliance team before publishing.

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File format

  • CSV, TSV, XML, or a Google Sheet.
  • Files are typically delivered to a designated SFTP dropbox on a recurring schedule rather than uploaded once.
  • Update at least once a day; Google recommends every four hours for dealerships with high inventory turnover.
  • If a CSV field contains a double quote, escape it by doubling it and wrapping the whole field in quotes.

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Column template

This is a representative subset. Google’s vehicle ads spec also covers trim, transmission, drivetrain, fuel type, and body style; confirm the complete current list against Google’s feed specification linked below.

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Format rules

  • vin is the standard 17-character vehicle identification number and is the field Google (and most other platforms) uses to identify a specific vehicle.
  • store_code identifies the dealership location and needs to be unique across every location in your account, not just within one feed file.
  • price follows the same number-plus-currency-code pattern as the Products feed.

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Data and compliance rules

  • Listed price and availability need to match what’s actually quotable at the dealership; a mismatch is treated as a misrepresentation issue the same as it is on the Products feed, and can trigger the same immediate suspension.
  • Vehicle advertising is subject to state-level and FTC disclosure rules in the US (for example, the FTC’s Motor Vehicle Advertising Rule) governing what pricing and fee information has to be disclosed. That’s a legal obligation separate from Google’s feed accuracy requirement.

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Official documentation

Last modified on August 6, 2026