What is a product feed
A product feed is a file (XML) with a list of all your products and their details: title, description, price, availability, images and more. Tanganica uses it to create and continuously optimise your ad campaigns. In most cases you can generate the feed directly in your online store's admin, in the Google Shopping format. If you don't have one yet, see I have no XML feed - what should I do?
Where to manage your feed
You can add, edit or replace your feed at any time in Settings. Tanganica loads the feed once a day, overnight, so changes to your feed show up in your ads by the next day at the latest.
Why feed quality matters
Tanganica builds your ads on Google, Bing and Meta from your product feed. Whatever is in the feed is what shoppers see in the ad: the title, price, availability and images. Ad platforms also use the completeness and quality of your data to decide how often and to whom they show a product. Products with missing or inaccurate data get shown less, or the platform rejects them.
Required details
Attribute | What it contains | What to watch out for |
| unique code of the product or variant | keep it the same between feed updates |
| product title | max. 150 characters, see below |
| product description | max. 5,000 characters, see below |
| link to the product page | must point to your online store |
| link to the main image | see below |
| in stock / out of stock / preorder | must match your website |
| price including VAT and currency, e.g. | must match the price on your website and in the cart |
| brand | required for all new products (except movies, books and music) |
| barcode (EAN) | include it if the product has one |
| new / refurbished / used | required only for refurbished and used products |
Product identifiers: GTIN, MPN and identifier_exists
If the product has a manufacturer barcode (EAN/GTIN), include it. Ad platforms use it to reliably match the product with what people search for.
If the product has no GTIN but has a brand and a manufacturer part number (MPN), include both the brand and the MPN. That is also a valid identifier.
Use
identifier_exists=noonly for products that have neither a GTIN nor a brand with an MPN (for example handmade or vintage items). Don't use it for products that do have a code that just isn't filled in your feed yet.Only submit valid GTINs. Made-up or borrowed codes lead to the product being rejected.
Product title
The title is the most important detail in your feed: it decides which searches the product appears for.
Put the most important information first. Shoppers often see only the first 70 characters or so.
Describe what the product is: the product type, key attributes (colour, size, volume, material) and the brand if it sets the product apart.
Order depends on your range: for electronics or cosmetics, where people search by brand, start with the brand. For fashion, furniture or pet food, where people search by product type, start with the type.
Range | Example title |
Electronics | Apple iPhone 15 Pro 256 GB Natural Titanium |
Cosmetics | L'Oréal Paris Elseve Total Repair 5 shampoo 400 ml |
Fashion | Women's winter jacket with hood, black, size M - Calvin Klein |
Furniture | Sonoma oak wardrobe with sliding doors 240 × 134 cm - Kondela |
Pet food | Dry dog food salmon and rice 12 kg - Acana |
Avoid: WRITING IN CAPITAL LETTERS, symbols (★, !!!), prices and promotional text in the title ("Sale", "Free shipping"). Google treats them as typical signs of spam, and it reads prices and promotions from other fields in the feed anyway.
Product description
Recommended length: at least 100 characters, ideally 300-1,500 characters.
The first sentence should state the main benefit of the product. Then add specifications (dimensions, material, compatibility), use cases and warranty.
Write in plain text, without HTML, links or promotional calls to action.
Images
Size: at least 500 × 500 px (required for all products from 31 January 2027; smaller images may be rejected). For the best results we recommend 1500 × 1500 px or more.
Main image: the whole product on a white or transparent background, without watermarks, text, prices, calls to action or borders. A logo only if it is on the product itself.
Additional images (
additional_image_link): you can add up to 10 more photos, for example other angles, a detail or the product in use.Meta takes images from your feed. Good photos in your feed also mean better ads on Facebook and Instagram.
Prices, availability and promotions
The price and availability in your feed must match what shoppers see on your website and in the cart. If they don't match, the ad platform may reject the product.
Mark sold-out items as
out_of_stock, don't leave them asin_stock.Put the promotional price in
sale_price(optionally with the period insale_price_effective_date) and keep the original price inprice.
Variants (clothing, footwear and more)
Each variant, such as a combination of colour and size, should be a separate item in the feed. Variants of one product share the same
item_group_id.For clothing and footwear, also fill in
color,size,genderandage_group.Variants need to exist already in your online store's export. Feed tools can edit them, but can't create them.
Other useful details
google_product_categoryandproduct_typehelp classify the product correctly.shipping, if the shipping price differs for some products.video_linkwith a link to a YouTube video of the product (new in 2026).
How to find out what to fix
In the app, the Products section shows how many products are approved, prohibited, rejected or pending approval. For a rejected product, click the red cross: you'll see the reason and our recommendation on how to fix it. More in Disapproved products.
After you fix it, the change is picked up the next time the feed is loaded, by the next day at the latest.
Who edits the feed
Your feed is created by your online store (an export from its admin) or by a feed management tool. Make changes at the source; Tanganica only loads the feed. For bulk edits you can use a feed management tool, for example Mergado.
Need help with your feed? Contact us through support.