Log in with GoogleGoogle Merchant Center
Google Merchant Center is a free Google tool where a shop uploads and manages its product data, so its products can appear on Google Shopping and across Google.
By Berend Vrakking, founder of Product Metrics. Updated 7 October 2026.
Example
| Attribute | Value |
|---|---|
| id | TR2-BLK-42 |
| title | Trail Runner 2, black, size 42 |
| price | €89.99 |
| custom_label_0 | stars |
Each row is one attribute of one product, which your campaigns use to choose what to advertise. Illustrative data.
For one product, and for an account
Merchant Center holds the products; Google Ads runs the campaigns that advertise them. Setup and the rest live in the advertiser’s guide under Keep reading.
Shopping ads are served one product at a time, so each product’s data, including its custom labels, decides how you can steer priority between products. Product Metrics adds one of those labels: each product’s segment, written through a supplemental feed.
Common mistake
Setting up the account, uploading the feed and walking away. Prices, stock and labels keep changing, and data that stands still ends up describing a product that no longer exists in that form.
Questions
What does GMC stand for?
Is a product feed the same as Google Merchant Center?
Keep reading
- What is Google Merchant Center? An advertiser’s guideThe full guide: setup, data sources, custom labels, price benchmarks and how labels reach your campaigns.
- Product feedThe product data you send to Merchant Center.
- Custom labelsFive attributes you fill with your own values to group products.
- Product SegmentationSee each product in one of six segments, by volume and return.
- Performance MaxSee spend and return per product segment and category.
- Optimise Google Shopping adsSeven steps: the feed first, then each product against its break-even.