Google to require separate product IDs for multi-channel items
Google will require separate product IDs for online and in-store items from March forcing retailers to split multi-channel products that differ by price or availability.
Google Merchant Center will enforce a new rule for multi-channel products starting in March. You must use separate product IDs when the same item differs between online and in-store versions.
What’s changing. Under the new approach, online attributes become the default. If in-store details differ, you must create a separate version with a unique product ID and manage it independently in your feeds.
What advertisers should do. Google is emailing affected accounts to flag products that need updates before the March deadline. You should review your product feeds now to ensure online and in-store items are properly separated, especially if you use Local Inventory Ads or sell across multiple Google surfaces.
Why we care. Many retailers manage online and in-store versions of the same product under a single ID. Google’s update changes that assumption and requires advertisers to separate products when attributes like price, availability, or condition differ.
The big picture. This update gives Google cleaner, more consistent product data across channels, but shifts more feed management work onto advertisers, especially large retailers with complex inventories.
First seen. PPC News Feed founder Hana Kobzová first reported the update and Google’s communications.
Bottom line. If your online and in-store products aren’t truly identical, Google will soon require you to treat them as separate items or risk visibility and eligibility issues.
Dig deeper. Update of multi-channel product system from Google.
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