What is the sale price in Merchant Center?
WeAdU · Updated 5 October 2026
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 does it not name?
The sale price is what applies while the promotion runs. The price, already in the glossary, is the amount the rest of the time. A custom label follows the merchant's grid, and the feed label picks the source. Shipping charges stay in the shipping attribute. A member price belongs in neither this attribute nor the price. The help puts it in the loyalty program `[loyalty_program]`, where that program is available.
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?
According to the help page read on 15 October 2026, the sale price is optional and is used for products on promotion. As with the price, the value is a number followed by a currency code from the ISO 4217 standard the help names. The sale amount is lower than the price, and that difference shows in the data you submit. Keep sending the full price in the price attribute. If the product is on sale and this attribute is not submitted, the help asks you to put the sale amount in the price. Anything past two digits after the decimal point is rounded.
The landing page shows both amounts, but only the sale price applies at checkout. Submit the sale price exactly as shown on your landing page and at checkout. If it doesn't match, the help says the product is disapproved. The sale price does not have to be the more prominent of the two on the page. An annotation can flag the promotion, although the help says it does not appear on every offer, even when the conditions are met. The dates go in the sale price effective date `[sale_price_effective_date]`. Without that date range, the sale amount applies straight away. For a subscription to a physical good, this is the wrong attribute: the help points to the subscription cost `[subscription_cost]` instead.
Where does it sit when several brands share the file?
Sometimes a promotion covers only one colour or one size. The sale price goes on that row, not on the whole group. The item group id ties the variants. Keep the sale amount in its attribute, out of the title and the description. The annotation is not a WeAdU setting. For the amount outside a promotion, see the price entry.
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 15 October 2026.