What's the use?

Google Manufacturer Center (GMC) allows brands and manufacturers to provide Google with official product information, such as titles, descriptions, images and specifications. 

Unlike Google Merchant Center (used by retailers), GMC ensures that brand-authorized product content is displayed consistently across Google Shopping, Search, Images and Ads.

With GMC, brands benefit from:

• Full control: Ensure product data is accurate and always aligned with your brand guidelines.
• Improved visibility: Richer content increases trust and click-through rates.
• Centralized management: Through one global channel, your data can be distributed across all markets where Google Shopping is available, ensuring a consistent brand presence worldwide.
   

See Google’s official documentation for Manufacturer Center at this link.
 

How to set up GMC in Lengow

Add the channel

First, you have to create a Google Manufacturer Center account and verify your brand ownership: https://manufacturers.google.com/signup/ 

Then, in your Lengow account, add Google Manufacturer Center as a new channel. 
As this is a unique international channel, select "World" in the country filter.

Localization: You may add several identical GMC channels, and adapt each one for a specific language/country.

We recommend defining a Segment within your catalogue to only configure and send the products you want to publish on this channel.

Note: There is no category mapping needed for this channel. 

Complete Attributes mapping

Tip: Fill as many attributes as possible for richer product listings.

Required Attributes:

Recommended attributes:

• "mpn": manufacturer part number.
• "product name": canonical product name (useful for variations). This is the name customers usually use to refer to the product.
• "product line": collection or line (ex: "Ultraboost").
• "product type": manufacturer’s product category (ex: "Running shoes").
• "feature description": extended marketing description (multi-paragraph or bullet points).
• "additional image link": additional images. Separate each URL by a comma.
• "video link": official product video.
• "product page url": official product landing page.
• "release date" and "disclosure date": key product dates.
• "suggested retail price": MSRP (no discounts).
• "product detail": Additional details and specifications, technical specs (size, weight, composition, etc.).
   

Variant fields

To display products with variations, complete the following attribute:

• "item group id": Provide the same parent ID for all items that are variants of a product.

Additionally, complete the attribute(s) adapted each type of product (apparel, perfumes, etc.):

• "color", "size", "gender", "age group"
• "material", "pattern", "theme"
• "capacity", "count", "format", "flavor", "scent"
• etc.

Tip: Check the attribute description in Lengow for the list of accepted values.

Custom labels

Google allows up to 5 custom labels for campaign segmentation: "custom_label_0" to "custom_label_4".
These attributes are not shown on Google, but help structure campaigns.

Examples of usage:

• custom_label_0 = New Collection
• custom_label_1 = Best Seller
• custom_label_2 = Promo 2025
   

Manage your Exclusions

Configure exclusions to exclude the products you don't want to publish on GMC.

Launch 

At the Settings step, click on the "Launch" button once your settings are done. Then, to activate your feed in Lengow, click on the "Finish" button and on "Launch now".

Copy the URL link of your feed provided at this step.

Enter this URL link in your Google Manufacturer Center account.

We recommend importing a test feed, correcting any Google validation errors, then activating automatic updates in Google (daily or weekly updates, depending on your needs). 

Edit a product file

Check our usual guidelines to edit your data.

• Edit "product data"
• Edit "offer data"
   

Unpublish/Delete an offer

To stop advertising an offer on the channel, read our usual recommendations.