What should a Google Merchant Center feed audit check?
A Merchant Center feed audit covers the quality, completeness, and accuracy of the product data submitted to Google. It checks for disapproved products, title structure, image quality, identifier accuracy (GTIN, MPN, brand), availability and price consistency with the website, attribute completeness, and custom label usage for segmentation. The goal is to identify which product data issues are suppressing visibility, eligibility, or conversion rate.
Why does product data quality matter for Google Shopping and Performance Max?
Google uses product feed attributes, particularly titles, to match products to search queries. Incomplete or poorly structured data limits where products appear and which queries trigger them. In Performance Max, feed quality directly affects the algorithm's ability to surface relevant products across Search, Shopping, YouTube, and Display inventory.
What title problems hurt Shopping visibility?
Titles that omit key product attributes (size, color, material, model number) miss relevant query matches. Generic titles that start with brand name alone rather than category and attribute perform below potential for non-brand queries. Keyword-stuffed titles can flag quality issues. The most effective title format puts the most distinctive and search-relevant attributes first.
What image issues should be checked?
Main images must show the product on a white or clean background (for most categories), with no promotional text overlaid. Lifestyle images can be used as additional images but not as the main image for most product types. Low-resolution images reduce CTR in Shopping results.
What product identifier issues matter most?
GTIN, MPN, and brand form the core identifiers. Products with GTINs must include them, and the values must match the official GS1 database. Incorrect GTINs, missing GTINs for branded products that have them, and placeholder values all cause disapprovals or reduced visibility.
| Feed Area | What To Check | Common Problem | Impact on Performance |
|---|---|---|---|
| Product titles | Category + key attributes in correct order | Generic titles missing size, color, model | Reduced query match coverage |
| Product descriptions | Key features and specifications included | Copied manufacturer description without editing | Lower relevance signal |
| Main image | White/clean background, no text overlay, correct product | Lifestyle photo used as main image | Possible disapproval or lower CTR |
| GTIN | Correct GTIN from GS1 database | Missing for branded products, or placeholder values | Lower eligibility, reduced placement |
| Brand | Matches actual brand, not reseller name | Retailer name submitted instead of product brand | Identifier mismatch errors |
| Availability | In stock products marked available, synced with website | Products showing available when out of stock | Disapprovals and poor user experience |
| Price | Feed price matches website price exactly | Price mismatch between feed and landing page | Disapproval |
| Product type | Accurate Google product category assigned | Broad category used instead of specific | Reduced relevance for category browsing |
| Custom labels | Margin tier, seasonality, or sales status labeled | No custom labels, limiting budget segmentation | Reduced control over PMax/Shopping bidding |
Diagnostics tab review
- –Check total active products vs submitted products
- –Identify all disapproval reasons and group by type
- –Check for warnings (not yet causing disapproval but should be addressed)
- –Review price and availability errors separately
Title audit
- –Primary keyword or category appears before brand name
- –Key attributes (size, color, material, model) are present in the title
- –No titles are over 150 characters
- –Titles do not include promotional text ("sale," "discount," "free shipping")
Image audit
- –Main images have clean background and show product clearly
- –No promotional text or watermarks on main images
- –Image resolution meets Google's minimum requirements
- –Additional images are uploaded for context (lifestyle, multiple angles)
Identifier audit
- –All branded products have GTIN if available from the manufacturer
- –identifier_exists is only set to false for custom or private-label products that genuinely have no GTIN
- –Brand field matches the product manufacturer, not the seller
Pricing and availability
- –Feed prices match website landing page prices for each product
- –Availability status is updated at least daily
- –Out-of-stock products are excluded or marked correctly to avoid disapproval
Custom labels
- –Custom labels are used to segment products by margin, seasonality, or clearance status
- –Labels are consistent across the feed (not ad hoc)
- –Custom label values are useful for bid strategy segmentation
For a deeper look at specific attributes, see our guides on product title optimization, and GTIN and identifier errors.