Google Merchant Center Feed Rules: Tips for Optimization

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Are Feed Rules Still in Google Merchant Center?

Yes, but feed rules are now called attribute rules and are still available in Google Merchant Center. But finding them and enabling them is much more difficult than it needs to be.

There are a lot of old guides on the internet that clearly show how you used to add feed rules in Google Merchant Center. But those have been outdated since late July, 2024, with the update to Google Merchant Center Next. For that reason, we have compiled an easy how-to guide that shows how to enable them.

What Are Attribute Rules?

If you're just starting with Google Merchant Center Next, here's a quick explanation: Attribute rules, also known as feed rules, are tools that let you change and fix product information right in the Merchant Center. They help make sure your product feeds follow Google's guidelines, and using Google Merchant Center feed rules can improve how well your products are listed.

“Attribute rules give you the ability to transform your data to match our product data specification requirements. Use attribute rules to resolve errors and help us interpret the data in your data source. This article explains how to set up attribute rules for your product data.” - Google

As the quote suggests, attribute rules are no longer mandatory but are useful if you need to apply rules across multiple feeds, especially when working with supplementary feeds.

If you're unfamiliar with supplementary feeds, check out this article to learn more about what supplementary feeds are.

How to Enable Attribute Rules in Google Merchant Center

Here's a guide on how to activate and use attribute rules in Google Merchant Center Next.

Advanced data source management allows you to make detailed adjustments to your product feed, including setting up attribute rules. To enable these:

1. Click the settings icon in the top corner and select “Additions.” Ensure you have at least one data source for the attribute rules to be effective.
2. Click on “Additions.”
3. Find “Advanced data source management” and click “Add.” A window will open where you can confirm your choice. This action doesn’t directly alter your data, so there’s no risk in enabling it.

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Common Issues and Solutions with Attribute Rules

Now that attribute rules are enabled, let's explore how to use them. Below are some common product data issues that Google might flag, along with solutions using attribute rules.

1. Missing or Invalid Brand

Google may flag a product if the brand field is empty or incorrect.

Solution

• Set up an attribute rule to fill in the brand attribute with your brand name if it’s missing.
• Rule Name: Set Default Brand
• Transformation: Replace the brand with "YourBrandName" if it’s empty or null.

2. Incorrect or Missing GTIN

Products without a GTIN or with an invalid GTIN may be disapproved by Google.

Solution

• Use attribute rules to fill in the correct GTIN from another field, such as a custom label, or correct any invalid entries.
• Rule Name: Fix GTIN
• Transformation: Replace the GTIN with a value from another field (e.g., custom_label_0) if the GTIN is missing.

3. Price Mismatch

Google requires that the price in your feed matches the price on your landing page. Discrepancies can lead to disapproval.

Solution

• Attribute rules can adjust prices if they are stored differently in your data source. For example, you might need to adjust or replace a "base price" field.
• Rule Name: Adjust Price
• Transformation: Replace the price with base_price.

4. Missing Color or Size (Apparel Products)

Apparel products require color and size attributes. Missing these can cause performance issues or disapprovals.

Solution

• Extract these details from your product title or description using an attribute rule.
• Rule Name: Extract Size from Title
• Transformation: Extract "S," "M," "L," or "XL" from the product title and assign it to the size attribute using a pattern match.

5. Product Category Errors

Products might be flagged if they are assigned an incorrect or overly broad Google product category.

Solution

• Update the google_product_category attribute with a more precise category or create a rule that assigns categories based on keywords in the product title.
• Rule Name: Assign Category
• Transformation: If the title contains "Shoes," set google_product_category to "187" (the numeric category ID for "Shoes").

Common Questions and Answers

We've addressed the most frequently asked questions about Google Merchant Center feed rules.

1. How Can I Access "Advanced Data Source Management" in Google Merchant Center Next?

Google is gradually updating Merchant Center Next. If you can't see this feature, ensure your interface is up-to-date and that you have the right account permissions. You might need admin-level access to turn on advanced data source management.

2. Are attribute rules the only way to fix feed problems?

No, you can also correct issues directly in your feed data before uploading it to Merchant Center or by using a third-party tool. However, attribute rules are useful if you can't change the original feed or need a quick solution.

3. Do I have to upload my feed again after setting an attribute rule?

Usually, no. Once you set an attribute rule, it automatically applies to both current and future feed submissions. Still, it's a good idea to re-fetch or upload your feed if you want the changes to take effect right away.

4. Can I use more than one attribute rule on the same attribute?

Yes, you can. If you need to make several changes to a single attribute, like extracting and then adding text, you can stack rules. Just be careful with the order to avoid any mix-ups.

Here's a simple table showing how you can use multiple attribute rules:

Step

Change Description

Example Result

1

Take text from product title

Takes "Red" from "Red Shirt"

2

Add text to the taken attribute

Changes "Red" to "Red - New"

3

Replace attribute with new value

Final result: "Red - New"

5. What if I already use another tool to manage my feeds?

If you already use a tool like DataFeedWatch, you might not need Merchant Center attribute rules. They can still be a backup to fix anything that slips through or needs tweaking after the feed is uploaded.

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