Emarsys can accept Google Product Feed (GPF) format catalogs. If you already have a GPF product catalog, there is a good chance that you can use it as-is for setting up and synchronizing your catalog.



The GPF product catalog must be a UTF-8 Unicode encoded file.

About Google Product Feed

Google designed the Google Product Feed product catalog format to index the product offering of online retailers. Facebook also adopted this format, and Emarsys supports it as well.

Please note that if you opt for using the GPF format, then you will need to use the validation tools offered by Google Merchant Center instead of the catalog validator we offer for our standard CSV product catalogs.

How to use GPF

In order to use GPF catalogs with Web Extend, proceed as follows:

  • On the Catalog page, which you can access from the Data Sources page, click Switch to Google Product Feed to change the catalog format.
  • Enter your feed settings, and verify that your GPF catalog was successfully read by Web Extend by clicking Update from URL now.
  • Once the update is complete, search for a product using the search box on the Catalog page.

Supported countries and languages

Google Product Feed has slightly different requirements based on the country of the retailer and the language of the product catalog. If your country and language do not appear, try using the settings for the United States. If your feed requires a country or language to be supported which is not currently available, please contact Emarsys Support.

Using multiple feeds

We support using multiple GPF feeds for clients who have a presence in multiple countries (or use multiple languages), but do not support multiple feeds for the same country and language.

Multiple Google Product Feeds are processed and merged into a single native Web Extend catalog. Please note that products missing from the default locale feed will be omitted from the processed catalog. In other words, if the GPF feeds for different countries contain entirely different products (or use different IDs), Web Extend GPF support will not work as expected. If this is the case, contact Emarsys Support for further options.

Item groups

Some merchandise is composed of several different variations of the same product, differing only in specific attributes. For example, the same shoe may be available in multiple sizes, but Web Extend still considers it a single product.

Google Product Feed requires each variation to be listed in the feed. To use our shoe example, each size would have its own entry. The standard item_group_id field can be used to indicate that certain items refer to variations of the same product. Web Extend relies on this attribute to identify item groups, so it is important to set this field correctly for items which have multiple variants.


id title item_group_id description
100_32 Mens black leather shoe, 32 100 Elegant black leather shoe, for men. Size 32.
100_34 Mens black leather shoe, 34 100 Elegant black leather shoe, for men. Size 34.
100_36 Mens black leather shoe, 36 100 Elegant black leather shoe, for men. Size 36.
100_38 Mens black leather shoe, 38 100 Elegant black leather shoe, for men. Size 38.

If your catalog uses the item_group_id attribute, be sure to use the value of item_group_id to identify items in Web Extend Javascript API calls.

Product categories

Google Product Feed offers 2 ways for describing the category of a specific product.

  1. google_product_category : this is Google’s native categorization of products. This field has an important limitation, which is that it can only get 1 single category path for the product. google_product_category field can take either a numeric value (the standardized “ID” of the category) or a category hierarchy itself (eg. “root > cat1 > subcat2”).

  2. product_type : is the field offered to merchants for adding their own product categorization. This field does accept multiple category hierarchies.

When the original GPF is processed and converted into our native format, we will first look at the content of the product_type field. If we find values in this field, this is what we will carry on to the final, processed catalog.
If product_type has no values, we will take the value from google_product_category.

It is important to note that if your google_product_category field uses the numeric category identifier, then it will be converted to the corresponding category hierarchy. You should adapt your Web Extend JavaScript calls to use the correct category values when reporting category page views.