Skip to content
Log in

View the Google Merchant feed

On this page

StoreConnect automatically generates a Google Merchant Feed XML file for each of your stores — no manual configuration required. The feed updates every 6 hours and keeps your product listings synchronized with Google Merchant Center. StoreConnect also automatically generates a Facebook catalog data feed.

About the merchant feed XML file

The Google Merchant Feed is a file listing all products to be uploaded and kept synchronized with a Google Merchant Center account.

StoreConnect automatically generates and updates this file daily. You can view it at [yourstoreURL]/merchant_feed/google.xml.

Tip: Download the file in your browser’s incognito mode to ensure you get the current version, and not an older cached version.

Feed update schedule and syncing with Google Merchant Center

The Google Merchant Feed regenerates automatically every 6 hours. However, the feed does not run on a fixed daily schedule — the cycle begins 1 hour after the application is deployed, then repeats every 6 hours from that point. Because deployments and server restarts can occur at any time, the exact update times are not predictable and will shift whenever a restart occurs.

This means it is not possible to align Google Merchant Center’s fetch schedule to a specific time of day.

Google Merchant Center supports scheduled fetches as frequently as once per day (every 24 hours). To configure this:

  1. In Google Merchant Center, click Settings (gear icon).
  2. Select Data sources.
  3. Under Product sources, select your product source.
  4. On the Your setup tab, locate Scheduled updates.
  5. Click the Edit (pencil) icon and choose Daily (every 24 hours).

Since the feed regenerates every 6 hours on our end, a daily fetch from Google will retrieve the most recently generated version of the feed available at the time of the fetch. If you need Google to reflect a change sooner, you can manually trigger a fetch at any time from within Google Merchant Center.

Product requirements: to appear in the merchant feed

  • Set to Active
  • Has an Available on date in the past
  • Discontinued at date (if applicable), is in the future
  • Merchant Feed option is selected
  • The price is greater than $0
  • Has a meta title
  • Has at least one product image

Once all requirements have been met, the product will appear in the xml file on your store site per the feed update schedule, ensuring your products are accurately represented on Google Shopping, and enhancing visibility and potential sales.

How the merchant feed represents your product

  • Up to 10 product images per product are included in the feed, in line with Google Merchant Center specifications
  • The feed outputs the original product image quality where available, rather than scaled-down versions
  • Product titles and brand values are sourced from storefront display values rather than internal system names
  • Discontinued products do not have forced “Discontinued” text added to product names in the feed
  • Shipping country values are dynamically detected per store from the store’s country configuration — not hardcoded. Each store uses its own country.
  • Shipping dimensions and units are validated before being included in the feed
  • Products with missing optional data (for example shipping dimensions or secondary images) are skipped or partially rendered without preventing the feed from generating

Additional attributes for enhanced product listings

StoreConnect supports additional merchant feed fields, to provide more detailed information to potential customers. These include the following.

Shipping options

  • Attribute: shipping
  • Description: Specifies the shipping options available for a product, including costs, regions, and estimated delivery times.
  • Implementation: Pulled from StoreConnect’s shipping configuration. If no specific shipping option is available, the attribute is omitted.
  • XML Feed:

```liquid

AU NSW StarTrack Satchel 13.20 AUD

0.2 kg 21 cm 15 cm 4 cm ```

Installment payment plans

  • Attribute: installment
  • Description: Specifies installment payment plans available for products.
  • Implementation: Data is sourced from StoreConnect’s installment fields. If no installment plans exist, this attribute is excluded.
  • XML Feed:

```liquid

6

50
EUR

200 EUR ```

Sale price effective date

  • Attribute: sale_price_effective_date
  • Description: Defines the time range during which a sale price is active.
  • Implementation: Pulled from the pricing module where sale prices and their start/end dates are configured. Omitted if no sale period is set.
  • Format: ISO 8601 date range format: start_datetime/end_datetime

  • XML Feed:

    liquid 2016-02-24T13:00-0800/2016-02-29T15:30-0800

  • Real Example:

    liquid 2025-10-31T14:00:00+0000/2025-12-31T14:00:00+0000

Product bundles

  • Attribute: is_bundle
  • Description: Indicates whether the product is a bundle of multiple items.
  • Implementation: Automatically set based on product configuration in StoreConnect.
  • Values: true if product is a bundle, false if not

  • XML Feed:

    liquid false

By incorporating these additional attributes, StoreConnect ensures compliance with Google Merchant Center requirements and enhances the richness of your product listings.

Access and verify your feed

Your Google Merchant Feed is accessible at: [https://yourstore.com/merchant_feed/google.xml](https://yourstore.com/merchant_feed/google.xml)

Each store has its own unique feed file. To ensure accuracy, always download the file in a private/incognito browsing window to bypass cached versions. To show shipping, it must have Shipping options configured.

Example XML output

Basic product output.

```liquid

  01t2v00000CrI76AAF
  Aloe Oil Free Foundation (Gold 2)

  AU-Apr 26-27 '23 Sale Products Ambassador
  https://proma.global/products/aloe-oil-free-foundation-gold-2-30ml-41e8
  https://res.cloudinary.com/hpf2bgvwe/image/upload/c_fit,f_auto,h_480,w_480/v1/media/00d2v000003qbb7eao/aloe-oilfree-foundationv2.jpg?_a=BACCg+GT
  new
  in stock
  42.00 AUD

  12064A

  false

    AU
    ACT
    StarTrack Satchel
    13.20 AUD


    AU
    NSW
    StarTrack Satchel
    13.20 AUD

  0.066 kg
  13 cm
  5 cm
  3 cm ```

Example with optional fields

```liquid

  01t2u0000003ubFBAQ
  Our Amazing Product
  Electronics > Video > Televisions > Flat Panel Televisions
  Consumer Electronics > TVs > Flat Panel TVs
  https://store.example.com/products/your-product-slug
  https://image-link.example.com/example.png
  new
  in stock
  799.95 AUD
  699.95 AUD
  2016-02-24T13:00-0800/2016-02-29T15:30-0800
  Product Brand
  PRODUCT-CODE
  If you're looking for an >em<LED TV</em>, this is the one to buy. It's an impressive model that offers great picture quality & performance, as well as a ton of extra features. It looks fairly sleek & will not stick out when wall-mounted.
  false

    AU
    Regular Australia Post Shipping
    10.00 AUD

  0.2 kg
  21 cm
  15 cm
  4 cm


    6

      50
      EUR

    200 EUR

```

Source information for attribute values

| Google Field | StoreConnect Field | |—————————————————|————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————–| | g:id | The product’s Salesforce ID | | g:title | The product’s Display Name, or if blank, the product’s Name | | g:google_product_category | Generated from the Google Product Category fields on product categories for this product | | g:product_type | Generated from the product categories for this product | | g:link | Generated from your Store’s Domain name plus the product sub path and the product’s Slug field | | g:image_link | The public link to the first Media item, sorted by the Product Media Position | | g:additional_image_link | Up to 9 additional product images (original quality), giving a maximum of 10 images per product in line with Google Merchant Center specifications. Includes both master product images and variant images, sourced from Product Media items sorted by position, excluding the primary image. | | g:condition | The product’s Condition value | | g:availability | In Stock or Out of Stock depending on stock level. Always In Stock unless Track Inventory is checked | | g:price | The product’s Price Book Entry List Price for the store’s default Price Book and Store Currency | | g:sale_price | The product’s Price Book Entry Sale Price for the store’s default Price Book and Store Currency | | g:sale_price_effective_date | Pulled from StoreConnect’s pricing module where sale prices and their start/end dates are configured. ISO 8601 format date range. Omitted if no sale period is set | | g:brand | The name of the associated Brand on the product | | g:mpn | The product’s Supplier’s Internal Code | | g:description | The content of the product’s Search Description field, if present, otherwise the Summary Markdown field. This field is first parsed through a liquid filter and then converted from Markdown to HTML (keeping any HTML in there). The field then has any tag that is not supported by Google Merchant feed, listed here, removed and line breaks inserted as appropriate. If the Search Description and Summary fields on the product are blank, StoreConnect will attempt to put the brand, name and meta description into this field separated by hyphens. | | g:is_bundle | Product bundle configuration. true if product is a bundle, false if not | | g:shipping | Any shipping options available for this product, there can be more than one shipping option and related attributes if your store offers that | | g:shipping:g:country | The country code that this shipping set relates to, is taken from the Zone Country of the configured shipping and sent as a 2 letter country code | | g:shipping:g:region | Shipping zone region/state. State or region code (e.g., NSW, VIC, ACT) | | g:shipping:g:service | The shipping name | | g:shipping:g:price | The price of shipping with the Store’s currency code | | g:shipping_weight | The Shipping Weight of the product with it’s Shipping Weight Unit | | g:shipping_length | The Shipping Length of the product with it’s Shipping Dimensions Unit | | g:shipping_width | The Shipping Width of the product with it’s Shipping Dimensions Unit | | g:shipping_height | The Shipping Height of the product with it’s Shipping Dimensions Unit | | g:installment | Installment payment details from StoreConnect’s installment fields. Excluded if not applicable | | g:installment > g:months | Number of months for payment plan from installment configuration | | g:installment > g:amount > g:value | Payment amount per period from installment configuration | | g:installment > g:amount > g:currency | Currency code for installment from store currency | | g:installment > g:downpayment | Down payment amount with currency from installment configuration | ## Troubleshoot merchant feed issues

  • A product does not appear in the feed - Check that the product meets the minimum product requirements for appearing (see above)
  • Data does not seem to be up to date - Check that you have the correct feed file by ensuring you use incognito mode for accessing the file.

Related articles

Documentation Search engine optimization Documentation About the StoreConnect console Documentation Accounts management features

Was this article helpful?

Was this article helpful?