Google Merchant Center Introduces “Website‑Reported Autofeeds”: What You Need to Know

If you manage product feeds for an eCommerce or omnichannel retail brand, keeping inventory accurate across platforms is essential—especially in Google Shopping. To make this easier, Google Merchant Center has introduced a new feature called “Website‑Reported Autofeeds.”

Google Merchant Center has introduced a new feature called “Website‑Reported Autofeeds

This powerful automation allows Google to collect product data directly from your website when a user interacts with a “check availability” option. No manual uploads, spreadsheets, or API connections required.

But what exactly is Website‑Reported Autofeed, how does it work, and who should use it? Let’s break it down.


What Is “Website‑Reported Autofeed”?

“Website‑Reported Autofeed” is a new data collection method in Google Merchant Center that uses Google Tag Manager (GTM) to pull real-time product availability information from your website.

When a user clicks a button like “Check in-store availability”, your website can send product-specific information—like SKU, availability, store code, and price—directly to Merchant Center. This allows Google to display hyper-relevant, store-level product data in Shopping ads and organic results.


How It Works (Step-by-Step)

Here's a simplified workflow:

  1. User interaction triggers the process: A visitor clicks a CTA like “Check local availability” on your product page.

  2. GTM tag collects data: The embedded GTM script pulls details such as:

    • Merchant Center ID

    • Product ID or SKU

    • Store Code

    • Availability (in stock/out of stock)

    • Price

    • Country and language

  3. Google ingests the data: The collected data is then sent to Google Merchant Center, which processes and syncs it.

  4. Product listings update in real time: These updates allow local inventory ads and free listings to reflect store-level stock instantly.

  -Note: This feature primarily supports local inventory ads and enhances your performance in local search results.


Who Should Use This Feature?

This autofeed capability is ideal for:

  • Brick-and-mortar retailers looking to integrate real-time store inventory with online listings.

  • Omnichannel brands aiming to improve visibility for in-stock products near the user.

  • Retailers using Google Tag Manager who want to reduce the manual workload involved in feed creation and updates.

If your team already uses GTM and has structured product pages, implementation is relatively straightforward.

Benefits of Website‑Reported Autofeed

AdvantageWhy It Matters
Real-time updatesData reflects actual in-store availability, enhancing customer trust.
No manual uploadsReduce the workload and error rate of traditional feed submissions.
Boost local SEOGoogle prioritizes in-stock, local results, especially on mobile.
Improved user experienceCustomers are less likely to encounter out-of-stock surprises.
Seamless integrationWorks natively via GTM, a tool many retailers already use.

Things to Consider Before You Start

While this feature is exciting, it does come with implementation responsibilities:

  • Requires GTM expertise: You’ll need to deploy custom tags and ensure dataLayer accuracy.

  • Potential site performance issues: Too many tags can slow your site if not optimized.

  • Ongoing monitoring: Google Merchant Center diagnostics will become essential for troubleshooting.

If you’re unfamiliar with GTM tagging or local inventory feeds, it might be wise to consult your development team or a feed management solution provider.

Looking to simplify Merchant Center optimization? Explore our Product Feed Management services for expert help.

How to Implement Website‑Reported Autofeeds

Technical Setup

  1. Define data points: Identify what product information (price, availability, store ID) you want to send.

  2. Implement GTM tags: Use a tag that triggers on interaction (e.g., button click).

  3. Push data to Google: Ensure Merchant Center is properly linked and store codes are configured.

  4. Validate: Use Google Merchant Center diagnostics and GTM’s Preview Mode to confirm everything works.

Google provides detailed documentation on setting up local inventory feeds and tagging:

- Official Local Inventory Ads Setup Guide (Google)

For GTM help, here’s an excellent external walkthrough:

- Simo Ahava's Guide to Google Tag Manager

FAQs: Common User Questions Answered

 “Do I need to submit a feed at all now?”

You still need a primary product feed. Website‑Reported Autofeeds supplement your feed by providing real-time local inventory data.

 “Will this affect my ad rankings?”

Yes—positively. Google tends to prioritize relevant and up-to-date listings in both Shopping ads and organic product listings.

 “How can I measure performance?”

You can track metrics like local impressions, clicks, and store visits using Google Ads reports and Merchant Center diagnostics.

Final Thoughts: Is It Worth It?

Absolutely. If you're already managing Shopping ads and local listings, this autofeed feature is a no-brainer for improving local product visibility. It reduces friction for both marketers and shoppers and supports a more seamless omnichannel retail experience.

Want hands-free feed optimization and real-time sync? Learn how ShoppingIQ can automate your feed management and help you take full advantage of Google’s latest Merchant Center updates.

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