What is the ID attribute in Merchant Center?
WeAdU · Updated 5 October 2026
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 does it not name?
It is not a custom label, and not the feed label. The custom label follows a merchant grid. The feed label chooses the source.
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 stability does the help ask for?
Help read on 5 October 2026 makes it required. Customers do not see it. You look up the offer with it, bid with it, and read its performance. The help suggests the SKU.
Once the key is set, leave it. With the target country and the language, it names the product and its history, in Merchant Center and in Google Ads. Changing it overwrites both. The same product keeps the same key from one country to another, and from one language to another inside one country. The help cites Switzerland, for German, French and Italian, then the United States and Canada.
What must not be reused?
Do not use the same key for two products in the same country or language, or for two variants. The item group id gathers variants; it does not stand in for this key. Do not use it for a promotion of the day: the key follows the product, not the offer. Do not recycle it, even when the old product is out of stock or no longer sold. The same key may repeat across Merchant Center accounts. The help says that does not cause a duplicate disapproval.
Case is read in Merchant Center, yet two keys that differ only by it can still count as one product, in Google Ads filters and when a supplemental source joins the primary one. Make keys differ by more than letter case. Extra spaces are removed.
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 5 October 2026.