What is the mobile link in Merchant Center?
WeAdU · Updated 5 October 2026
In Merchant Center, the mobile link attribute `[mobile_link]` points to a landing page built for phones and tablets. Desktop users still open the page in the link attribute `[link]`.
What it isn't
The unavailable product page entry covers a page Google can't open. The mobile link is a valid address, just for mobile. When someone clicks a free listing, the ads redirect `[ads_redirect]` doesn't stand in for the mobile link. And the image link leads to a photo, not a product page.
Figures from our homepage
Copied word for word from https://weadu.com/ on 4 November 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 Google's help page says
The help page, read on 4 November 2026, makes the attribute optional for each product. If you send it with the link, mobile traffic goes to the address you send. The link is still required and serves desktop. The mobile link follows the same rules as the link: http or https, a verified domain, a page that opens without signing in, one address per product, and a page that works on mobile even when you don't send a mobile link.
We don't copy the help page's length limit here. ValueTrack parameters don't belong in the link or the mobile link. They go in the ads redirect. If the mobile link carries tracking parameters, the help recommends adding the Google Search index `[canonical_link]` attribute to the feed. This page doesn't present that setting as a WeAdU instruction.
Where each click lands
Without a mobile link, desktop and mobile both start from the link. With one, mobile users open the mobile link and desktop users keep the link. If you set an ads redirect, a Shopping ad click goes to that URL. A free listing click still goes to the link or the mobile link. The link entry, already in the glossary, covers the main address. This entry covers the mobile version.
In a multi-brand file
Each variant keeps its own address. As with the link, the URL should already open the right colour or size. The item group id ties variants together, but it doesn't replace each variant's own address. In a multi-brand file, each row keeps its own mobile link when the shop sends one.
Where we describe catalogue work
From the Automate step on our homepage, read on 5 October 2026: "Daily product classification, custom label updates, and feed maintenance." Our article on Performance Max structure, linked below, is the source for catalogue work.
What the WeAdU audit covers
From our homepage, read on 5 October 2026: "The free audit covers Google Ads only." This page gives no Google Ads account figures.
Help pages
Merchant Center help page read on 4 November 2026.