Google's feed rules
Where the feed goes
In Google Merchant Center, add a feed for vehicle ads and upload the file, or give Google a URL to fetch it from on a schedule. Problems with the feed are listed there after each upload. Websites crawled for vehicles and vehicles added by hand in Merchant Center aren't supported, so the feed is the only source.
Common errors and their fixes
The same vehicle appears more than once
Cause: Google expects each vehicle once, identified by its VIN. A vehicle listed on two rows, or once per store, is a duplicate.
Fix: Keep one row per VIN. For a vehicle sold from several stores, repeat the store_code and vehicle_fulfillment columns on its one row. The duplicate rows guide shows how to find repeats.
Wrong VIN length
Cause: A VIN has exactly 17 characters. Copying from a website or a DMS export can drop one, or add a space or an invisible character.
Fix: Trim spaces and check each VIN is 17 characters. See invisible characters for the ones you can't see.
Price not accepted
Cause: price is the amount, a space, then the ISO currency code, such as 8000.00 USD. $8,000 and 8000 aren't read.
Fix: Write prices as 8000.00 USD, without symbols or commas, and 0 for lease-only offers. The currency symbols guide shows how to clean a column, then add the code with a formula such as =A2&" USD".
Mileage rejected
Cause: mileage is a whole number and its unit together: 24533 Miles or 43000 KM. 45,200, 45k and a bare 45200 don't read.
Fix: Write the number without commas, a space, then Miles or KM, on every row.
New vehicles refused for high mileage
Cause: A vehicle can only be New with at most 200 miles or 200 kilometres.
Fix: Mark vehicles over that mileage Used, and use certified_pre-owned (yes or no) for certified ones.
Store code not recognised
Cause: store_code is case-sensitive and must match the store code in your Business Profile exactly. A trailing space or different capitals means the vehicle isn't matched to a dealership.
Fix: Copy the codes from your Business Profile rather than retyping them, and trim spaces.
Link template problems
Cause: In-store vehicles need a link_template with {store_code} where the code goes. If a real store code is typed in its place, or the placeholder is missing, Google can't build each store's link.
Fix: Leave {store_code} as written in the URL. Online vehicles use link instead, with a normal https:// address.
Model includes the trim
Cause: model is the model alone, such as Civic. Putting the trim in it (Civic EX) is not allowed.
Fix: Move the trim to the trim column.
Body style or engine not recognised
Cause: These take Google's own values: body_style one of convertible, coupe, crossover, full size van, hatchback, minivan, sedan, station wagon, suv or truck; engine gasoline, petrol, diesel, electric, hybrid, lpg, methane, natural_gas, plug-in_hybrid or other.
Fix: Map your own labels to Google's, such as Pickup to truck and Wagon to station wagon.
Wrong product category
Cause: google_product_category is a number: 916 for cars, trucks and vans, 920 for recreational vehicles, 4243 for travel trailers and 3018 for ATVs and UTVs (US only). Category names aren't read.
Fix: Use the number that matches the vehicle type on each row.
Images don't load
Cause: image_link must be a public link starting with https:// to the photo file itself. Links to a gallery page or a file behind a login don't work.
Fix: Use the direct link to the main photo, and check one in a private browser window.
The file won't read at all
Cause: The header must use Google's exact attribute names, and in a CSV a value with a comma (vehicle_option lists, descriptions) must be in double quotes.
Fix: Keep the header names unchanged and save from a spreadsheet as CSV rather than writing the file by hand. See commas in CSV files.
After importing
After each upload, Merchant Center lists the feed's problems and the vehicles they affect. Fix those rows in the file and upload it again, or let the next scheduled fetch pick up the corrected file.
Vehicles that are sold should come out of the feed so ads don't show them. A scheduled feed from a URL keeps that up to date without uploading by hand.
Checklist before you import
Collecting inventory from several lots?
Send each location a form instead of a spreadsheet. The Google vehicle ads template uses Google's attribute names, flags repeated VINs and VINs that aren't 17 characters, and takes conditions, body styles and engines only from Google's lists.
Try the vehicle ads templateRelated Guides
Relevant Templates
Import Builder is an independent product and is not affiliated with, endorsed by, or sponsored by Google. Google and Google Merchant Center are trademarks of Google LLC. Feed rules as described in Google's vehicle ads feed specification, November 2026.