Essential
Google platform to manage product catalogs, feeds, inventory and eligibility for Google Shopping, Performance Max and Shopping Ads.
π MERCHANT CENTER, SHOPPING & COMPLIANCE GLOSSARY
Google Merchant Center & Shopping Glossary
156 terms for teams working on eCommerce, product feeds, product pages, and Google compliance. Each definition includes practical context, common mistakes, and operational guidance.
Showing 156 terms
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β Essential Terms to Start With
The most important concepts to understand before scaling Merchant Center and Shopping.
Essential
Google ecosystem that shows products across the SERP, the Shopping tab and other Google surfaces, based on feeds and site quality.
A 10 terms
Compliance & trust
Page explaining who the business is, what it sells and why users should trust it.
Also known as: About page
Policy risk
A Merchant Center problem affecting the whole account rather than just one product.
Also known as: Account-level issue
Policy risk
Merchant Center account is suspended; products become ineligible until violations are resolved and a review is approved.
Also known as: GMC suspension
Images
Extra image URLs (angles/details). Improve CTR and reduce misunderstanding.
Also known as: Additional images
Attributes
Attribute indicating whether a product contains adult-oriented content or requires special handling.
Also known as: Adult attribute
Sensitive categories
Products that may require adult classification or be restricted depending on content and market policies.
Also known as: Adult category products
Category attributes
adult/kids/toddler/infant/newborn. Often required in apparel.
Also known as: Target age
Structured data
Average rating + count. Can show stars if implemented properly and supported by real reviews.
Also known as: Rating aggregate
Attributes
Stock state: in stock, out of stock, preorder, backorder. Must match the page and variants.
Also known as: Stock status
Common errors
Error when feed/markup availability differs from the real stock state on the PDP.
Also known as: Stock mismatch
B 5 terms
Attributes
Orderable, but fulfillment happens after restock. Timelines must be communicated.
Also known as: On backorder
Ads & campaigns
A top-selling product often prioritized in campaigns or labeled in the feed for bidding strategy.
Also known as: Top seller
Identifiers
Product brand. Often required with GTIN/MPN and must be consistent with the PDP.
Also known as: Manufacturer brand
Attributes
A product sold as a kit/pack. Must clearly state inclusions to avoid mismatches and disputes.
Also known as: Kit
Compliance & trust
Legal and operational details such as company name, address, VAT number and support contacts.
Also known as: Company details
C 23 terms
Technical
Stores page versions for speed. Can cause price/stock mismatches if it freezes dynamic data.
Also known as: Caching
SEO technical
rel=canonical tag indicating the primary URL among duplicates (params, variants, tracking).
Also known as: rel=canonical
Technical
Content Delivery Network distributing assets (images/CSS/JS) globally for speed and stability.
Also known as: Content Delivery Network
Payments
Payment dispute filed by the cardholder. Often reduced by clearer refund policies and support processes.
Also known as: Card dispute
Policies & checkout
Obstacles in the buying process such as forced account creation, hidden fees or confusing forms.
Also known as: Purchase friction
Policies & checkout
Clear total cost (shipping/taxes/fees) before payment. Impacts trust and policy risk.
Also known as: Checkout clarity
Ads & campaigns
Products being sold quickly, often with discounting and tailored campaign treatment.
Also known as: End-of-line inventory
Technical
CDN/WAF/DNS suite. Improves performance/security but can break dynamic data if misconfigured.
Also known as: CF
Performance
Cumulative Layout Shift: layout stability. Sudden shifts harm UX.
Also known as: Cumulative Layout Shift
Category attributes
Product color. Often required for apparel and variants.
Also known as: Colour
Attributes
Item condition (new/used/refurbished). Must be transparent and consistent between feed and PDP.
Also known as: Item condition
Tracking & privacy
Google framework to adapt tag behavior based on user consent signals.
Also known as: Google Consent Mode
Compliance & trust
A page that clearly shows how to contact the business (email/address/support). A key trust signal.
Also known as: Support page
Feeds & data
Google API to insert/update products in Merchant Center programmatically (near real-time).
Also known as: Shopping Content API
Tracking & privacy
Measurement of conversions (purchase, add_to_cart). Required for bidding optimization; must respect consent where applicable.
Also known as: Conversion measurement
Tracking & privacy
Interface used to collect and manage user consent for analytics and marketing cookies.
Also known as: Consent banner
Performance
Google UX metrics (LCP, INP, CLS) that influence experience and indirectly trust/conversion.
Also known as: CWV
Ads & campaigns
Cost per click, the amount paid on average for each ad click.
Also known as: Cost per click
SEO technical
The amount of crawling attention Google allocates to your site over time.
Also known as: Crawl frequency capacity
SEO technical
The ability of Google to access and render important product pages and assets.
Also known as: Crawl access
Ads & campaigns
Click-through rate: the percentage of impressions that become clicks.
Also known as: Click-through rate
Technical
Site feature that changes currency/pricing. Can cause feed/page mismatches if Google sees different prices.
Also known as: Multi-currency
Feeds & data
Optional feed attribute (custom_label_0..4) used to segment products in campaigns (margin, seasonality, bestseller, clearance).
Also known as: custom_label_0
D 5 terms
Tracking & privacy
Structured JavaScript object used to pass e-commerce and consent data to tag managers.
Also known as: GTM data layer
Policies & checkout
Estimated delivery window (handling + transit). Impacts conversion and expectations.
Also known as: ETA
Feeds & data
An incremental product update that modifies only changed fields instead of resubmitting the full catalog.
Also known as: Incremental update
Attributes
Product description used to provide context, features and relevance signals for Shopping.
Also known as: Product description
Platforms
Merchant Center section showing account issues, product warnings, disapprovals and feed processing problems.
Also known as: Merchant Center Diagnostics
E 3 terms
Category attributes
Classification used for regulated product types such as appliances and electronics in applicable markets.
Also known as: Energy label
Tracking & privacy
Google Ads feature that improves conversion measurement using consent-aware first-party data signals.
Also known as: EC
Feeds & data
Synchronization between ERP stock/pricing systems and the e-commerce or feed source.
Also known as: Back-office sync
F 7 terms
Site & UX
Page answering common questions about shipping, returns, warranty, payments or product condition.
Also known as: Frequently Asked Questions
Common errors
Diagnostics errors/warnings caused by invalid attributes, broken links, image issues or formatting problems.
Also known as: Diagnostics errors
Feeds & data
Overall quality state of the product feed, combining errors, completeness and attribute consistency.
Also known as: Catalog health
Feeds & data
Delay between a change in your store and the moment Merchant Center reflects the updated data.
Also known as: Sync delay
Feeds & data
The stage where Merchant Center imports, validates and interprets submitted product data.
Also known as: Processing status
Feeds & data
Rules inside Merchant Center to transform attributes (concat/replace/map) without changing the source feed.
Also known as: Attribute rules
Ads & campaigns
Organic Shopping placements. Require an approved feed and compliant store.
Also known as: Organic listings
G 8 terms
Category attributes
male/female/unisex. Commonly required in apparel.
Also known as: Target gender
Ads & campaigns
Google advertising platform. Shopping and Performance Max depend on compliant feeds and landing pages.
Also known as: Ads
Tracking & privacy
Google's analytics platform built around events. Common for e-commerce measurement and Ads integration.
Also known as: Analytics 4
Platforms
Google platform to manage product catalogs, feeds, inventory and eligibility for Google Shopping, Performance Max and Shopping Ads.
Also known as: GMC, Merchant Center
Sales channels
Google ecosystem that shows products across the SERP, the Shopping tab and other Google surfaces, based on feeds and site quality.
Also known as: Shopping, Product Listings
Tracking & privacy
Tag management system to deploy GA4/Ads/Pixels without frequent code releases; requires governance and consent control.
Also known as: GTM
Attributes
Google's taxonomy category used for classification and category-specific requirements.
Also known as: Google taxonomy
Identifiers
Global identifier (EAN/UPC/ISBN). Improves matching and can be required for branded products.
Also known as: EAN, UPC, ISBN
H 2 terms
Tracking & privacy
Heatmaps/session recordings for UX research. Configure masking/sampling and consent to avoid privacy/performance issues.
Also known as: Heatmaps
Technical
Secure protocol. Basic trust requirement for modern e-commerce and Google surfaces.
Also known as: SSL/TLS
I 9 terms
Attributes
Feed attribute stating whether standard identifiers (GTIN/MPN) exist for the item.
Also known as: Identifiers exist
Images
Rules on image quality, format and presentation. Violations can disapprove items.
Also known as: Image policy
Images
Main product image URL in the feed. Must be stable, HTTPS and return 200.
Also known as: Main image URL
Ads & campaigns
The number of times a product listing or ad is shown on Google surfaces.
Also known as: Views
Attributes
Item is available for purchase now.
Also known as: Available
SEO technical
Whether a page is allowed and suitable to appear in Googleβs index.
Also known as: Indexing eligibility
Performance
Interaction to Next Paint: UI responsiveness during user interactions.
Also known as: Interaction to Next Paint
Feeds & data
A change to stock, availability or fulfillment information for a product or variant.
Also known as: Stock update
Variants
Groups variants of the same product (color/size/memory) so Google understands they belong together.
Also known as: Variant group
J 1 term
Structured data
JSON format for structured data. Often preferred by Google for implementation simplicity.
Also known as: Linked Data JSON
L 7 terms
Site & UX
The page users and Google reach after clicking a product listing or ad.
Also known as: Destination page
Site & UX
Promises or statements made on the product page about quality, outcomes, discounts or product origin.
Also known as: Marketing claims
Site & UX
Overall quality of the destination page, including clarity, speed, trust and consistency with the listing.
Also known as: PDP experience
Performance
Largest Contentful Paint: time to render the main visible content.
Also known as: Largest Contentful Paint
Platforms
State where products remain eligible but underperform due to weak data quality, missing attributes or low relevance.
Also known as: Low eligibility quality
Attributes
The landing page URL for the product. Must resolve correctly and match the advertised offer.
Also known as: Landing page URL
Sensitive categories
High-value branded goods that need strong trust signals, authenticity clarity and consistent business information.
Also known as: Premium branded goods
M 12 terms
Sales channels
The degree to which catalog, policies and product content are ready for external sales platforms.
Also known as: Channel readiness
Category attributes
Material (cotton, leather, steel). Improves relevance and filters.
Also known as: Fabric/material
Sensitive categories
Products subject to stricter advertising and listing policies due to health-related implications.
Also known as: Healthcare products
Ads & campaigns
The commercial presentation of products through pricing, bundling, positioning and prioritization.
Also known as: Commercial presentation
Platforms
The newer Merchant Center interface and workflow model, with simplified product, business and performance management.
Also known as: MC Next
Tracking & privacy
Meta tracking pixel used for remarketing and conversion optimization; requires consent management where applicable.
Also known as: Facebook Pixel
Policy risk
A policy risk where Google believes users may be misled due to insufficient transparency or inconsistent information.
Also known as: Misrepresentation
Site & UX
Mobile-first UX: layout, CTA, speed and checkout. Shopping traffic is heavily mobile.
Also known as: Mobile UX
Attributes
Optional URL to a dedicated mobile landing page, if different from the main product link.
Also known as: Mobile landing page
Identifiers
Manufacturer Part Number. Useful when GTIN is unavailable, used together with brand.
Also known as: Part number
Sales channels
Selling the same catalog across multiple channels such as website, Shopping, marketplaces and social ads.
Also known as: Omnichannel selling
Attributes
Number of identical products sold together. Helps prevent price-per-unit confusion.
Also known as: Pack size
N 1 term
Attributes
Brand new product. Do not describe refurbished items as "new".
Also known as: Brand new
O 2 terms
Structured data
Structured data node describing the commercial offer: price, currency, availability, condition and seller.
Also known as: schema Offer
Attributes
Item is not currently available.
Also known as: Sold out
P 17 terms
Category attributes
Print/pattern (stripes, dots). Useful for apparel and decor.
Also known as: Print
Policies & checkout
The accepted ways users can pay, such as card, PayPal, bank transfer or installments.
Also known as: Accepted payments
Ads & campaigns
AI-driven multi-channel Google campaign. With feeds, it uses your catalog for dynamic ads.
Also known as: PMax
Feeds & data
Product Information Management system used to centralize and distribute structured product data.
Also known as: Product Information Management
Policy risk
Any breach of Google Shopping or Merchant Center policies that can cause disapproval or suspension.
Also known as: Policy breach
Attributes
Purchasable now with future delivery. Must be clearly explained on the page.
Also known as: Pre-order
Attributes
Feed and markup price value. Must match the visible price on the landing page.
Also known as: Price attribute
Common errors
Error when feed/markup price differs from the visible price on the landing page or checkout.
Also known as: Price inconsistency
Feeds & data
The main product data source used to create and update products in Merchant Center.
Also known as: Main feed
Feeds & data
The processes and ownership model used to keep product information accurate, complete and synchronized.
Also known as: Catalog governance
Feeds & data
Google's specification of required/recommended feed attributes, formats and constraints for Merchant Center.
Also known as: PDS
Policy risk
Single item becomes ineligible due to feed errors, policy violations or page/feed mismatches.
Also known as: Item disapproval
Feeds & data
Structured dataset (XML/CSV/TSV/Sheets/API) containing product data: titles, prices, images, availability and required attributes.
Also known as: Product feed, Shopping feed
Site & UX
The landing page Google visits to verify price, availability, policies and structured data consistency.
Also known as: PDP, Product detail page
Ads & campaigns
Organizing catalog products by margin, performance, seasonality or business priority.
Also known as: Catalog segmentation
Attributes
Your internal category path used for reporting and campaign structure; does not replace google_product_category.
Also known as: Internal category
Attributes
Marketing-heavy text such as βbest priceβ or βfree shipping today,β which should be used carefully in feeds.
Also known as: Promo copy
R 11 terms
Technical
Multiple redirects between the feed URL and final landing page, which can slow crawling and create instability.
Also known as: Redirect sequence
Policies & checkout
Refund details: method, timing, exceptions (installments, gift cards).
Also known as: Refund rules
Attributes
Used product tested and restored. Requires clear grading, warranty, returns and inclusions.
Also known as: Reconditioned
Sensitive categories
Refurbished catalog requires extra transparency: grading, warranty, returns, battery, accessories and condition must be explicit.
Also known as: Refurbished catalog
Ads & campaigns
Re-engaging visitors who viewed products or started checkout via audiences and event-based targeting.
Also known as: Retargeting
SEO technical
The process by which Google loads and interprets page content, including JavaScript-generated elements.
Also known as: Page rendering
Policies & checkout
Policy describing how returns and refunds work: conditions, timing and procedure. Core trust signal.
Also known as: Returns policy
Structured data
Markup enabling review rich snippets (when eligible). Requires compliant, real review data.
Also known as: Review rich results
Ads & campaigns
Return on ad spend: revenue generated divided by ad spend.
Also known as: Return on ad spend
SEO technical
Meta directives like index/noindex and follow/nofollow applied at page level.
Also known as: Meta robots
SEO technical
Crawler directives file. Blocking product pages can prevent Shopping validation.
Also known as: Robots
S 20 terms
Attributes
Discounted price attribute used to represent promotions without creating price mismatches.
Also known as: Discount price
Attributes
Time window when the sale_price is active. Prevents mismatches when promotions start/end.
Also known as: Sale window
Feeds & data
Merchant Center periodically downloads your feed from a URL on a schedule you configure.
Also known as: Scheduled fetch
Structured data
Structured data describing a product, often via JSON-LD, including Offer (price/availability).
Also known as: Product JSON-LD
Ads & campaigns
How closely a productβs data matches the intent and wording of a userβs search.
Also known as: Query relevance
Compliance & trust
Clear information about who operates the store, including business details and support channels.
Also known as: Merchant identity
Technical
HTTP 5xx errors that prevent Google or users from accessing the product page or feed.
Also known as: 5xx errors
Tracking & privacy
Measurement architecture where events are routed through a server endpoint instead of only client-side scripts.
Also known as: Server-side tagging
Policies & checkout
Shipping costs and delivery times. Must be clear on-site and consistent with Merchant Center settings.
Also known as: Delivery
Policies & checkout
Delivery fee. Should be disclosed clearly before payment.
Also known as: Delivery fee
Policies & checkout
Page describing costs, delivery times, regions served, carriers and tracking.
Also known as: Shipping info page
Attributes
Custom shipping grouping label used in Merchant Center to apply shipping settings to subsets of products.
Also known as: Shipping group label
Ads & campaigns
Product ads driven by Merchant Center feeds. Depend on data quality and landing-page consistency.
Also known as: Product ads
SEO technical
XML list of URLs. Helps discovery and faster re-crawling of product pages.
Also known as: XML sitemap
Category attributes
Product size (S/M/L, 38/40/42). Often required for apparel.
Also known as: Sizing
Identifiers
Internal product code used for inventory management; not a replacement for GTIN.
Also known as: Internal code
Policies & checkout
The set of site rules covering shipping, returns, refunds, payments, warranty and customer support.
Also known as: Shop policies
Structured data
Markup that provides machine-readable meaning (Product, FAQ, Breadcrumb, Organization).
Also known as: Schema markup
Feeds & data
Secondary feed used to add or override attributes without changing the main feed (e.g., custom labels, categories).
Also known as: Supplementary feed
Sensitive categories
Dietary or health-related products that may face stricter review due to policy and claims restrictions.
Also known as: Dietary supplements
T 5 terms
Attributes
Feed attribute or configuration related to tax handling for products in supported contexts.
Also known as: Tax attribute
Policies & checkout
Tax/VAT handling. In the EU, prices should be displayed consistently and typically VAT-inclusive for B2C.
Also known as: Tax settings
Attributes
The product title used in the feed and Shopping listings. Strong titles improve relevance and CTR.
Also known as: Product title
Compliance & trust
Signals that increase store credibility: clear contacts, policies, business identity and transparent checkout.
Also known as: Trust factors
Performance
Time To First Byte: server response time. Impacts LCP and perceived speed.
Also known as: Time To First Byte
U 3 terms
Attributes
Price per standard measure (e.g. per kg, per litre), used in categories where unit comparison matters.
Also known as: Price per unit
Performance
The proportion of time your store and product pages remain accessible and functional.
Also known as: Availability of site
Attributes
Second-hand product. Requires accurate description of wear/defects and inclusions.
Also known as: Second-hand
V 2 terms
Variants
Product options (size/color/memory) that may have different prices and stock. A common mismatch source.
Also known as: Variations
Policies & checkout
Value Added Tax. EU B2C pricing typically shows VAT-inclusive prices; communicate this clearly.
Also known as: IVA
W 3 terms
Technical
Web Application Firewall used for security. If misconfigured, it can block Google crawlers or asset access.
Also known as: Web Application Firewall
Policies & checkout
Legal/commercial warranty terms. Especially important for electronics and refurbished products.
Also known as: Guarantee
Images
Overlay logo/text on the product image. If intrusive, can cause image disapprovals.
Also known as: Overlay
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