Google Ads glossary
Short definitions of feed terms, including the supplemental data source and the free product listing, and of measurement terms. The free audit covers Google Ads only.
WeAdU · Updated 5 October 2026
What is a GTIN in a multi-brand feed?
A GTIN (Global Trade Item Number) is the trade item number assigned by the manufacturer: UPC, EAN, JAN or ISBN. In a multi-brand feed, the gtin attribute receives that number and not the store's own code: submit it only when it is certain, and do not guess it.
What is an MPN in Google Merchant Center?
An MPN (Manufacturer Part Number) is the manufacturer's reference for a product. In Google Merchant Center, the mpn attribute receives that reference: it is required when the manufacturer assigned no GTIN, and optional for a custom item or one with no clear reference.
What is a brand exclusion on Performance Max?
A brand exclusion list, on Performance Max, is a list of brands from Google Ads, applied as an exclusion on the campaign. Ads no longer trigger on queries associated with those brands.
What is an unavailable product page?
An unavailable product page, in Google Merchant Center, is a landing page Google cannot open. While that page stays unreachable, the product stops serving: it is not an out-of-stock status.
What is break-even ROAS?
Break-even ROAS is the multiple at which gross margin covers Google Ads spend. The formula published on the audit page is: break-even ROAS = 1 ÷ gross margin, before overhead.
What is impression share in Google Ads?
Impression share is the percentage of impressions recorded out of the eligible impressions. It is not CTR, which compares clicks with impressions already received.
What is a free product listing (free listing)?
A free product listing (free listing) is a way to show a product on Google at no cost, with the offer details, from Merchant Center. If the product is eligible, it may appear on Search, Images, Lens, YouTube, Gemini, the Shopping tab, Maps and the products module on a Business Profile: the help points to product pages, not a homepage, a shipping or returns page, or a category page.
What is an item group ID in Merchant Center?
The item group id attribute [item_group_id] groups, in Merchant Center, the variants of one product. Only one detail sets the variants apart: colour, size, memory or screen.
What is the brand attribute in Merchant Center?
The brand attribute [brand] names, in Merchant Center, the brand of the product. The name is shown to customers.
What is a supplemental data source in Merchant Center?
A supplemental data source updates product attributes that are already in a primary data source. It supplies or updates attributes missing from the original file, and it does not add or remove products.
What is Shopping campaign priority?
Shopping campaign priority is Low, Medium or High on a standard Shopping campaign. The help read on 4 October 2026 reserves it for the same product in several Shopping campaigns in the same country.
What is a feed label in Merchant Center?
A feed label names, in Merchant Center, the product data sources a campaign can advertise together. The help read on 5 October 2026 keeps only one label per Shopping, Demand Gen or Performance Max campaign.
What is the availability attribute in Merchant Center?
The availability attribute [availability] says, in Merchant Center, whether the product can be ordered. The help read on 5 October 2026 makes it required for every product, and the data source must follow the site.
What is the Google product category in Merchant Center?
The Google product category `[google_product_category]` is, in Merchant Center, a category from the Google classification.
What is the product type in Merchant Center?
The product type `[product_type]` carries, in Merchant Center, the store classification. It does not replace the Google product category.
What is the condition attribute in Merchant Center?
The condition attribute `[condition]` says, in Merchant Center, whether the product is new, refurbished, or used.
What is the ID attribute in Merchant Center?
The ID `[id]` attribute uniquely identifies each product in Merchant Center. It is not the GTIN, not the MPN, not the brand, and not the item group id.
What is cost of goods sold in Merchant Center?
The cost of goods sold attribute `[cost_of_goods_sold]` supplies, in Merchant Center, gross profit reporting when conversions carry the cart. It is not the selling price.
What is the title in Merchant Center?
In Merchant Center, the title attribute `[title]` is the name of the product as it appears on the landing page. Brand, description, and promotional copy each belong somewhere else.
What is the description in Merchant Center?
The description attribute `[description]` is about the product itself in Merchant Center: features, specifications, and how it looks. Title and category are different attributes.
What is the link in Merchant Center?
The link attribute `[link]` is the landing-page address of the product in Merchant Center. An unavailable page, or an image, belongs to another attribute.
What is the image link in Merchant Center?
The image link attribute `[image_link]` is the address of the main product image in Merchant Center. The landing page and any secondary view use other attributes.
What is the price in Merchant Center?
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 is the sale price in Merchant Center?
In Merchant Center, the sale price attribute `[sale_price]` is the amount charged during a promotion. The regular price stays in the price attribute.
What is the additional image link in Merchant Center?
In Merchant Center, the additional image link attribute `[additional_image_link]` holds the product images other than the main photo. The landing page and the main photo have their own attributes.
What is shipping in Merchant Center?
In Merchant Center, the shipping attribute `[shipping]` gives the cost and the time to deliver a product. The product price has its own attribute.
What is identifier exists in Merchant Center?
In Merchant Center, the identifier exists attribute `[identifier_exists]` flags that no unique product code was assigned. The codes themselves go in GTIN, MPN, and brand.
What is a custom label in Merchant Center?
In Merchant Center, custom labels, from `[custom_label_0]` to `[custom_label_4]`, are filters the merchant defines for their own use. Shoppers do not see them.