What is the price in Merchant Center?
WeAdU · Updated 5 October 2026
The price attribute `[price]` is the amount the customer pays for the product in Merchant Center. Cost of goods sold and the sale price are read separately.
What does it not name?
The price is what the customer pays, shown on the ad or on the free listing. The cost of goods sold, already defined, feeds gross profit reporting. The sale price `[sale_price]` is the amount during a promotion. A custom label follows the merchant's grid, and the feed label chooses the source. The audit page already names MAP (minimum advertised price). Those rules stay on the audit page.
Which figures are on the homepage?
Exact text from the homepage, read on 5 October 2026.
| Block | Exact text |
|---|---|
| Clients | 70% of clients see a higher ROAS after we restructure their accounts |
| Scope | 14 of 20 clients, over 12 months |
| Spend | $32M+ ad spend managed |
| Sales | $241M+ in sales generated |
| Tracking | $132M+ tracked in Google Ads |
| Conversions | 5.3M+ conversions |
| Duration | 24+ years (2002) |
What does the help require?
On the help page read on 13 October 2026, the price is required for each product. The value is a number plus a currency code, the ISO 4217 standard the help names. The help examples write the amount with a decimal point, and anything past two digits after that point is rounded. The amount and the currency have to match the landing page and checkout, in the currency of the target country. The line "View price in cart" is refused. So is a price on the page that changes with the shopper's location, and IP detection goes against the rules. If the price varies by region, the regional pricing program is the route the help gives, where that program is available.
Where do the other amounts go?
Shipping charges sit outside the price. They go in the shipping attribute `[shipping]` or in Merchant Center shipping settings. A member price goes in neither the price nor the sale price. The help puts it in the loyalty program attribute `[loyalty_program]`, when that program is available. Keep the submitted price current when the amount changes. The cost of goods sold entry is still about cost, not about the selling price.
Where is the catalogue already described?
Homepage, Automate step, read on 5 October 2026: "Daily product classification, custom label updates, and feed maintenance." The article on Performance Max structure, linked below, is the catalogue source.
What does the WeAdU audit cover?
On the homepage, read on 5 October 2026: "The free audit covers Google Ads only." No Google Ads account figure here.
Help pages
Merchant Center help page read on 13 October 2026.