Google Element Reference on Mergado Knowledge Base

Element g:id

Mon, 01 Jan 0001 00:00:00 +0000

Element g:id#

Basic information#

This is the unique identifier of products in the feed. It is required for Google Shopping. Google recommends using SKU stock codes from your system as g:id values, since these are unique.

The value can contain up to 50 characters. Both uppercase and lowercase letters without diacritics, numbers, hyphens, and underscores are permitted.

g:id element specification in Google Merchant Center Help

Elements related to g:id that can also be used in the feed:

Element g:title

Mon, 01 Jan 0001 00:00:00 +0000

Element g:title#

Basic information#

The g:title element contains the exact product title. It is required for Google Shopping. It can contain up to 150 characters, but the most important information should appear within the first approximately 70 characters.

For product variants, differences should already be reflected in the title — it should include size, colour, brand, and similar attributes.

g:title element specification in Google Merchant Center Help

Elements related to g:title that can also be used in the feed:

Element g:description

Mon, 01 Jan 0001 00:00:00 +0000

Element g:description#

Basic information#

The g:description element contains a detailed product description. It is required for Google Shopping. It can contain up to 5000 characters, but the most important information should appear within the first approximately 160–500 characters.

g:description element specification in Google Merchant Center Help

Elements related to g:description that can also be used in the feed:

g:structured_description — a structured product description created using AI (generative artificial intelligence)
g:product_detail — product parameters
g:custom_label_0-4 — custom labels for filters in Google Shopping campaigns

Frequently asked questions#

How do I remove HTML tags from g:description?
- Use the Strip HTML tags rule.
- Tip: This rule can also repair text where HTML entities appear instead of characters with diacritics.
How do I remove links from g:description?
- Use the Find and replace rule with regular expressions. A guide is available on our forum: Removing links from a product description.
How do I shorten text in g:description?
- Use the Truncate value rule to shorten the description to the required length.
How do I wrap the value in g:description in CDATA?
- On the Elements page, use the <[c icon on the g:description row. Google Shopping does not require the g:description value to be wrapped in CDATA.
How do I format the product description (headings, bullet points, bold text, etc.)?
- Individually — on the Products page via manual editing of the g:description element value, where a WYSIWYG editor is available.
- In bulk — using artificial intelligence (AI) and the Mergado Sources extension, which can enhance product descriptions and add HTML formatting.
How do I automatically generate product descriptions using AI?
- Try the Mergado Sources extension.
- Note: AI-generated descriptions belong in g:structured_description, not in g:description.
How do I translate the description in g:description into another language?
- For machine translation of the feed into other languages — covering not only g:description but also categories, parameters, and product titles — use the Mergado Translate extension. It connects to Google Translate or DeepL and remembers already-translated texts, so you do not have to pay repeatedly for the same translations.
How do I find products with a missing description in g:description?
- On the Products page, create a query where you set the element to g:description and choose the is empty condition.
How do I create a unique description in g:description if it is duplicated across multiple products?
- Using the Rewrite rule, you can add values from other elements — such as parameters, price, product title, brand, or category — to the g:description element. You can append these to the end of the existing description by entering a rewrite mask like this in the Rewrite rule:

%g:description%

%g:title% is a quality product by %g:brand% priced at %g:price%.

The exact mask depends on what values your elements contain — adjust it so the resulting text makes sense.

Element link

Mon, 01 Jan 0001 00:00:00 +0000

Element link#

Basic information#

The link element contains the URL of the product page in the online store — the page where the product can be added to the cart. The product URL must be unique across products in the feed.

The maximum length is 2000 characters.

link element specification in Google Merchant Center Help

Other elements related to the link element that can also be used in the feed:

Element g:image_link

Mon, 01 Jan 0001 00:00:00 +0000

Element g:image_link#

Basic information#

The g:image_link element contains the URL of the main product image. The URL must not contain spaces or diacritics. The image URL must be unique within the feed. The maximum length of the image URL in g:image_link is 2000 characters.

g:image_link element specification in Google Merchant Center Help

Google has the following requirements for the main product image:

Minimum dimensions:
- For clothing images: at least 250 × 250 pixels
- For other product categories: at least 100 × 100 pixels
Recommended dimensions:
- Google recommends images of at least 1500 × 1500 pixels or higher resolution
Maximum dimensions and file size:
- Maximum image resolution: 64 megapixels
- Maximum file size: 16 MB
Required for AI-generated images:
- Images created with generative AI must contain metadata (embedded in the image file) indicating that the image was AI-generated
What images must not contain:
- Watermarks
- Discount banners, promotional text (e.g. free shipping, extended warranty), company logos, calls to action (e.g. “buy”), or borders around the edge of the image
- For more information, see the article What product images for Google Shopping may contain

Additional product images, such as views from different angles, should be listed in the g:additional_image_link element.

Element g:additional_image_link

Mon, 01 Jan 0001 00:00:00 +0000

Element g:additional_image_link#

Basic information#

The g:additional_image_link element is not required, but when present it contains the URL of an additional product image that is not the main image. It may show the product from a different angle, display the full packaging, or highlight a specific detail. The URL must not contain spaces or diacritics. The additional image URL must be unique within the feed. The maximum URL length is 2000 characters.

Element g:availability

Mon, 01 Jan 0001 00:00:00 +0000

Element g:availability#

Basic information#

The g:availability element indicates whether a product is in stock. It is a required element in the feed for Google Shopping.

Possible availability values are:

in_stock — the product is available in stock; customers can order it and orders can be fulfilled.
out_of_stock — the product is no longer available for ordering; orders are not accepted.
preorder — the product has not yet gone on sale but can already be pre-ordered. This value requires the g:availability_date element to also be present, indicating when this brand new product will be released.
backorder — the product is currently out of stock but can still be ordered as a back-order. This value requires the g:availability_date element to also be present, indicating when the product will be available again.

g:availability element specification in Google Merchant Center Help

Elements related to g:availability that can also be used in the feed:

Element g:availability_date

Mon, 01 Jan 0001 00:00:00 +0000

Element g:availability_date#

Basic information#

The g:availability_date element contains the date and time in the format YYYY-MM-DDThh:mm, or the date, time, and time zone in the format YYYY-MM-DDThh:mm±hhmm, indicating when a pre-ordered or back-ordered item will be dispatched.

It is a required element when products have the availability status backorder or preorder in the g:availability element. For in_stock or out_of_stock values in g:availability, this element is not required — it is optional only.

Element g:price

Mon, 01 Jan 0001 00:00:00 +0000

Element g:price#

Basic information#

The g:price element sends the final product price to Google Shopping. This value is required in the feed. In addition to the price itself, it must include the currency, for example: 150 CZK. For decimal values, use a period as the separator, rounded to a maximum of two decimal places, for example: 3.65 CZK.

g:price element specification in Google Merchant Center Help

Elements related to g:price that can also be used in the feed:

Element g:sale_price

Mon, 01 Jan 0001 00:00:00 +0000

Element g:sale_price#

Basic information#

The g:sale_price element contains the final product price during a promotional sale. Google Shopping will then display the price from g:sale_price as the main price at which the product can be purchased.

You can specify the duration of the promotional sale using the g:sale_price_effective_date element.

The price in g:sale_price must include the currency in addition to the amount itself, for example: 150 CZK. For decimal values, use a period as the separator, rounded to a maximum of two decimal places, for example: 9.65 CZK.

Element g:brand

Mon, 01 Jan 0001 00:00:00 +0000

Element g:brand#

Basic information#

The g:brand element is used to specify the brand of your product (i.e. the manufacturer or brand name). The maximum value length is 70 characters.

g:brand element specification in Google Merchant Center Help

Elements related to g:brand that can also be used in the feed:

g:gtin — numeric product code (e.g. EAN)
g:mpn — Manufacturer Part Number (MPN)

Frequently asked questions#

Is providing the brand in g:brand required for products?
- Yes, when the product has an official manufacturer or brand. It is also required when the product is a custom or handmade item where the manufacturer is also the seller (online store owner).
- For products with no clearly assigned brand (e.g. films, books, music, or posters), providing this element is optional.
How do I populate the g:brand element with a specific value?
- Use the Rewrite rule to save a specific value into the g:brand element.
How do I populate the g:brand element with a value from another element?
- Use the Bulk copy values rule to copy the value from another element — for example, from PRODUCER to g:brand.
- You can also use the Rewrite rule to save the value of another element (a variable) into g:brand, for example: %PRODUCER%.
What if I manufacture products myself and have no official brand?
- Use your store name or online store domain as the value in g:brand. You can set this value using the Rewrite rule. In this case, also populate the g:mpn element with a unique identification number of your choice — using the Rewrite rule, manually (if there are few products), or the Data file import rule (if there are many products).
- Note: if you have no official brand (g:brand), no g:mpn, and no g:gtin (EAN), you must use the g:identifier_exists element and set it to false or no.

What Mergado Audit checks for the g:brand element#

Whether the g:brand element is missing or empty for any products.
Whether the g:brand element has the correct length (maximum 70 characters).

If you need help, contact our technical support.

Element g:gtin

Mon, 01 Jan 0001 00:00:00 +0000

Element g:gtin#

Basic information#

The g:gtin element contains the numeric code identifying the product. GTIN (Global Trade Item Number) varies by product type. Most commonly, the g:gtin element contains the EAN code of the product; for books, it contains the ISBN code.

Google Shopping supports g:gtin values with lengths of: 8, 12, 13, or 14 digits. The g:gtin can also be empty (0 characters) if the product has no identifier.

Element g:mpn

Mon, 01 Jan 0001 00:00:00 +0000

Element g:mpn#

Basic information#

The g:mpn element (Manufacturer Part Number) contains the manufacturer part number. It is a unique identifier for a specific product among all products from the same manufacturer. The value in g:mpn must be unique within the feed. The maximum code length in g:mpn is 70 characters.

g:mpn element specification in Google Merchant Center Help

Elements related to g:mpn that can also be used in the feed:

Element g:identifier_exists

Mon, 01 Jan 0001 00:00:00 +0000

Element g:identifier_exists#

Basic information#

The g:identifier_exists element tells Google that the product has no unique identifiers — meaning it has no g:gtin (EAN/ISBN/UPC), no g:mpn (Manufacturer Part Number), and no g:brand (manufacturer brand).

The permitted values are false or no.

If the product has at least one of the identifiers listed above, do not include g:identifier_exists in the feed.

g:identifier_exists element specification in Google Merchant Center Help

Elements whose absence requires the use of g:identifier_exists:

Element g:condition

Mon, 01 Jan 0001 00:00:00 +0000

Element g:condition#

Basic information#

The g:condition element indicates the condition of the product — whether it is new (new), refurbished (refurbished), or used (used).

g:condition element specification in Google Merchant Center Help

Frequently asked questions#

Is providing the product condition in g:condition required?
- Yes, but only when the product is used or refurbished.
- For new products, providing this element is optional.
How do I populate the g:condition element with a specific value?
- Use the Rewrite rule to save a specific value into the g:condition element.
- To set the same value for all products, e.g. new, select All products as the query in the rewrite rule.
- To set different values in g:condition for different products, first create product queries on the Products page based on their condition, and then use those queries in the Bulk rewriting by query rule.
- You can also use the Bulk rewriting by values rule to set different g:condition values based on the values of another element you already have for products.
How do I populate the g:condition element with a value from another element?
- Use the Bulk copy values rule to copy the value from another element — for example, from CONDITION to g:condition.
- You can also use the Rewrite rule to save the value of another element (a variable) into g:condition, for example: %CONDITION%.
How do I hide products in Mergado that have a value other than new in g:condition?
- First, create a query on the Products page to find such products. Use the condition does not equal or does not contain, for example: g:condition != "new". Then on the Rules page, create a new rule, select Hide product as the type, and use the query you created. The rule will hide all products that do not have the value new in g:condition.

What Mergado Audit checks for the g:condition element#

Whether the g:condition element contains invalid values. It may only contain one of the following:
- new
- refurbished
- used

If you need help, contact our technical support.

Element g:shipping

Mon, 01 Jan 0001 00:00:00 +0000

Element g:shipping#

Basic information#

The g:shipping element specifies the shipping cost for the product and optionally the delivery speed for orders.

g:shipping itself is just a wrapper for sub-elements:

g:country → the country the product can be delivered to
g:service → the name of the carrier
g:price → the shipping cost for that carrier

The g:shipping block appears in the feed once for each available delivery method.

The g:country and g:price sub-elements are required.

Element g:product_detail

Mon, 01 Jan 0001 00:00:00 +0000

Element g:product_detail#

Basic information#

The g:product_detail element is used to provide detailed product information in the form of technical specifications, dimensions, sizes, material composition, and similar attributes — it is most commonly used for product parameters.

g:product_detail itself is just a wrapper for sub-elements:

g:section_name → section name, i.e. the name of the parameter group — not required
g:attribute_name → parameter name — required sub-element
g:attribute_value → parameter value — required sub-element

The g:product_detail block appears in the feed once for each parameter a product has.

Elements g:custom_label_0–4

Mon, 01 Jan 0001 00:00:00 +0000

Elements g:custom_label_0–4#

Basic information#

These are up to five custom labels named:

g:custom_label_0
g:custom_label_1
g:custom_label_2
g:custom_label_3
g:custom_label_4

You can use them for filters in Google Shopping campaigns (in Merchant Center). The labels typically store values used for segmenting the feed by price (price ranges), availability (stock levels), margin (margin tiers), collection (e.g. spring/summer vs. autumn/winter), and similar criteria. You can store colour, year of manufacture, brand/manufacturer/author, category, and anything else that you will later use in Merchant Center to filter products.