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A reliable Google Merchant feed on a catalogue of several thousand SKUs

A B2B distributor was seeing a large share of its catalogue rejected by Google Merchant Center, with no clear visibility into the causes.

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The context

The catalogue held several thousand SKUs, fed by multiple suppliers, with descriptions and attributes of uneven quality. A generic feed module already existed, but a significant share of products was rejected by Google Merchant Center: missing identifiers, poorly mapped categories, required fields missing depending on the product type. The rejection rate severely limited the catalogue's visibility on Google Shopping, without it being easy to know exactly which products were causing problems and why.

The goal was to make the feed reliable enough that a much larger share of the catalogue would actually be accepted and distributed.

What I did

  1. Auditing existing rejections

    Analysing Google Merchant Center feedback to rank rejection causes by frequency and ease of fixing.

  2. Mapping Google categories

    Matching each internal catalogue category to Google's product taxonomy, handling cases where an internal category had no obvious standard match.

  3. Completing required fields

    Automatically generating the required identifiers and attributes when missing from product sheets, based on data already available in the catalogue.

  4. Pre-submission checks

    Adding a feed validation step before submission, to catch an anomaly before it triggered a mass rejection on Google's side.

  5. Tracking remaining rejections

    Setting up a tracking dashboard listing still-rejected products and their reason, for prioritised fixes rather than random correction.

Frequently asked questions

Why does a B2B catalogue cause more difficulties than a typical B2C catalogue?
B2B product sheets are often designed for internal professional use rather than public display, with technical descriptions and categories that don't map directly onto the taxonomy Google expects.
Does the feed need to be regenerated every time the catalogue changes?
Yes, the feed regenerates automatically at regular intervals to reflect price, stock and new-SKU changes, without manual intervention for every change.
How do you know how many products are actually being distributed?
The tracking dashboard set up shows, on an ongoing basis, the share of the catalogue accepted by Google Merchant Center, and flags a new source of rejection quickly.
Does this work apply to feeds other than Google Merchant?
The mapping and required-field-completion method carries over to other comparison-shopping feeds or marketplaces, with different requirements to adapt to.

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