Facebook and Google Shopping are two major players in promoting eCommerce / WooCommerce products. These two channels can significantly boost your online store’s reach, traffic, sales, and brand reputation.

Together, these platforms draw in over a staggering 4 billion monthly visitors. This showcases their immense popularity and widespread user engagement.

One great advantage of these channels is they both allow you to list and display your products on their platform for absolutely free and even support accepting payments within the platform. In addition to that, Facebook and Google Shopping are the best eCommerce ad platforms.

One common thing about Facebook and Google Shopping is they both require you to upload your WooCommerce product feed to promote your products on their platforms, be it free or paid. However, Facebook’s product feed specification differs from that of Google Shopping.

In this article, we will discuss e-commerce feed management and the difference between Google Shopping and Facebook product catalog feeds.

But first, let’s find out what a product feed is.

What Is a Product Feed?

A product feed is a product export file through which you can list and display your products on multiple channels quickly and efficiently. It’s a data spreadsheet file that contains all your product data under their characteristics, such as title, price, description, shipping, tax, categories, etc.

Here’s an example:

A product feed is a product export file through which you can list and display your products on multiple channels.

The red-marked column titles are the characteristics, and each product’s information is inserted under them. If you have a WooCommerce store, your product feed for that store will include all your Woo product data.

You can then import/upload/connect this feed file to marketplaces, affiliate sites, price comparison engines, and social media sites.

As a result, you can simultaneously display and promote your products on sites like Amazon, Google Shopping, Facebook, eBay, Instagram, PriceGrabber, Bing Shopping, Snapchat, etc.

Thus, you can reach an enormous audience and significantly grow your sales, revenue, and brand reputation.

Product Feed Specification and Attributes

The characteristics you saw on the example set as column headers are called attributes of a product feed. Product feed attributes are essentially like labels on your products in the digital world.

They provide specific details about each item, helping potential customers find them and understand what they’re buying. Think of them as the building blocks of your product listings on shopping platforms or marketplaces.

You cannot simply put any attribute of your choice or as per your WooCommerce product pages for all channels. Every channel that supports product feed listing has its own product feed specification, guidelines, and list of attributes.

Here are the most common attributes:

  • Product ID: Unique identifier for each item.
  • Title: Name or title of the product.
  • Description: Details about the product’s features and specifications.
  • Image URL: Web address of the product image.
  • Brand: Manufacturer or brand of the product.
  • Price: Cost of the product.
  • Availability: Whether the product is in stock.
  • SKU: Stock Keeping Unit for inventory tracking.
  • Product category: Category to which the product belongs.
  • Shipping information: Details about how the product will be shipped.
  • Size: Dimensions or size of the product.
  • Color: Color of the product.
  • Weight: Weight of the product.
  • Condition: State of the product (new, used, refurbished, etc.).
  • Manufacturer’s part number (MPN): Specific number assigned by the manufacturer.
  • Sale price: Discounted or sale price of the product.
  • Custom labels or tags: Additional labels or tags for categorization purposes.

Before we jump to comparing feeds for Google Shopping and product listing on Facebook, let us introduce the channels to you.

Introduction to Google Shopping and Facebook eCommerce Promotions

While Google Shopping is dedicated to eCommerce products only, Facebook supports businesses of all sorts and sizes. However, they have a number of eCommerce tools to promote and boost your online sales.

Let us discuss them quickly.

Facebook eCommerce Promotions

Facebook now offers a number of features to help eCommerce store owners promote their products on the platform. You can do this by uploading a product feed to the Meta Commerce Manager.

Facebook Shop

Unlike the old shop page, where you could only display products in gallery mode, Facebook now allows you to build a fully functional storefront within the platform known as Facebook Shop. The all-new shop page functions like your regular WooCommerce Shop page.

Facebook allows you to build a fully functional storefront within the platform known as Facebook Shop.

The Shop Page has a sliding header featuring your special promotions, category and collection menus, and the body section, which can also display products by collections or occasional offerings.

The product details page displays product images, features, shipping information, and other product descriptions.

The product details page displays product images, features, shipping information, and other product descriptions. You can redirect your customers to your WooCommerce product page or accept payments directly on Facebook.

What and how Facebook will display your products on the Shop page will entirely depend on the product feed you upload to the platform.

Facebook Dynamic Ads

Facebook Dynamic Ads is a powerful advertising tool that takes your product feed and automatically generates personalized ads.

Facebook Dynamic Ads (now called Meta Advantage+ Catalog Ads) is a powerful advertising tool that takes your product feed and automatically generates personalized ads for individual users across Facebook, Instagram, and the Audience Network.

This saves you tons of time and effort compared to creating individual ads for each product. It helps you reach the right people with the right products at the right time.

Here’s a breakdown of how Facebook Dynamic Ads work:

  1. Create and upload your product feed: Create and upload a Facebook catalog feed to the Commerce Manager.
  2. Define your audience: You can target your ads based on demographics, interests, behaviors, and even custom audiences made up of people who have already interacted with your website or app.
  3. Set your campaign goals: Do you want to increase website traffic, boost sales, or generate leads? Choosing the right campaign goal will help Facebook optimize your ad delivery.
  4. Facebook does the magic: Based on your product feed, audience parameters, and campaign goals, Facebook automatically generates dynamic ads that showcase the most relevant products to each user.

Facebook Marketplace

On Facebook Marketplace, anyone can sell any type of legal product to their local audience.

On Facebook Marketplace, anyone can sell any type of legal product to their local audience. Adding products to the Marketplace is pretty straightforward, and sellers can reach their target audience easily.

US-based eCommerce stores can upload their product feed on Marketplace to list products in bulk and target their local audience. We will discuss product feed specifications for Facebook platforms later in the article.

Google Shopping

In official terms, Google Shopping is a price comparison engine where customers can find and compare products they want to buy. A customer can search for a product, and the platform returns a list of relevant results.

Google Shopping is a price comparison engine where customers can find and compare products they want to buy.

The customers then can find the best deal and finish the purchase by visiting the retailer’s store. Google Shopping also supports direct checkout for US-based eCommerce stores.

As an eCommerce/WooCommerce store owner, you can list your products on Google Shopping through a Google Shopping product feed. Listing products on this platform is absolutely free, and they don’t even charge a dime for the direct checkout option.

But that’s not just it. You can display your products all over the internet through Google Shopping listings and promotions.

Google displays Google Shopping listings and shopping ads on the Search Engine Result Page (SERP), Google display network (YouTube, Maps, Images, etc.), and millions of partnered sites.

Similar to Meta Commerce Manager, Google Merchant Center handles Google shopping feed management operations.

Facebook Product Catalog Feeds vs. Google Shopping Feeds Comparison

As you know by now, both Facebook and Google Shopping heavily rely on the product feed you upload. You can upload one product feed to Google Merchant Center and use that for both free listings and paid ads.

The same goes for Facebook as well. You can upload one product feed to run free and paid promotions on Facebook and Instagram. However, you cannot use one single product feed to promote on both Facebook and Google Shopping.

They have separate guidelines, attributes, and product feed specifications. And this is where both these platforms differ.

Let’s find out the attribute requirements for these channels.

Facebook Product Feed Specification

The platform has different attribute requirements for its different eCommerce features. Here are they:

Facebook Product Feed Specification for Shop

  • id
  • title
  • description
  • availability
  • condition
  • price
  • link
  • image_link
  • Brand, MPN, or GTIN (include at least one)

Marketplace Attributes (USA Only)

  • id
  • title
  • description
  • availability
  • inventory
  • condition
  • price
  • link
  • image_link
  • Brand, MPN, or GTIN (include at least one)
  • google_product_category / facebook_product_category

Product Feed Specification for Dynamic Ads, Instagram Shop

  • id
  • title
  • description
  • availability
  • condition
  • price
  • link
  • image_link
  • Brand, MPN, or GTIN (include at least one)

Google Shopping Product Feed Specification

Google Shopping supports a wide range of attributes. It divided its attributes into ten categories and supports a total of 55 attributes.

  • Basic Product Data: Includes essential product elements like titles, descriptions, prices, and images.
  • Detailed Product Description: Offers extra specifics like dimensions, weight, and materials.
  • Product Category: Places the product within Google’s category system for better visibility.
  • Price and Availability: Covers pricing, stock status, and shipping details.
  • Product Identifiers: Unique codes like GTIN or MPN for product identification.
  • Destinations: Info on where the product ships.
  • Shipping: Details about shipping costs and methods.
  • Tax: Product tax details.
  • Marketplaces: Specifies where the product is sold.
  • Shopping Campaigns: Information on how the product is promoted in Google Shopping ads.

Here are the most common attributes a WooCommerce Google shopping feed must have:

  • Product ID
  • Title
  • Description
  • Product URL
  • Category
  • Image URL
  • Stock Availability
  • Regular Price
  • GTIN/MPN
  • Product Condition
  • Brand

Now, let’s get down to the details of where Facebook and Google Shopping product feed specification differs.

File Format for Product Feed

The file format is the export file’s extension. Both Facebook and Google Shopping support uploading feed files in spreadsheets (Microsoft Excel, Google Sheets, etc.)

PlatformSupported file formats for feedSupported compressed formats
FacebookTXT, CSV, XLSX, XML (RSS/ATOM).zip, gzip, bz2
Google ShoppingXML, CSV, TXT.gz, .bz2, .zip

Feed-Based Advertising

Google Shopping Ads: You cannot run Google Shopping product ads without a product feed. You must upload a product feed to run a Google Shopping ad campaign, be it for Google Shopping ads, dynamic remarketing ads, or retargeting ads.

You need to upload your product feed to the Google Merchant Center (GMC) and connect that GMC to a Google Ads account.

When you create a Shopping campaign, Google Ads will fetch data from your GMC product feed and generate the ads automatically. No manual design or data entry is required.

Facebook Ads: You will need a product feed when you run Facebook dynamic ads, as we have explained the process earlier. For regular individual product ads, you can design them manually without a product feed.

Product Feed Specification – Maximum Feed File Size

On Google, you’re allowed a 4 GB file size limit, while Facebook permits up to 8 GB.

If your feed surpasses this limit on either platform, you can submit multiple feeds. For larger feeds exceeding 5 million products, Facebook suggests breaking them into smaller ones for better processing.

Required Attributes of the Product Feed

As you know, Google Shopping supports a large number of attributes. The more attributes you include, the better the chances they will appear on relevant searches.

However, you don’t need to include them all. But, there are some attributes your product feed must have. For example, let’s say you have a clothing/apparel store.

Let’s compare the required attributes of Facebook and Google Shopping for your store’s feed.

Attribute fieldRequired on FacebookRequired on Google Shopping
ID / SKUYESYES
Product TitleYESYES
DescriptionYESYES
Product URLYESYES
Main Image URLYESYES
AvailabilityYESYES
Condition (New/Used/Refurbished)YESYES
BrandYESYES
GTIN / MPN (Any one of them)YESYES
PriceYESYES
SizeYESYES
Availability dateNORequired if product availability is set to preorder
quantity_to_sell_on_facebookFor US stores onlyNO
AdultNOYES
Multipack (When applied)NOYES
Bundle (When applied)NOYES
Item Group IDOptionalYES
TaxNOYES
Age groupNOYES

Product Feed Specification for Images

Google recommends clean and clear images with no text overlays. You must submit high-resolution images with a white background and ensure clear visibility in thumbnails. Offer multiple angles for a comprehensive view.

Your Facebook feed images should grab attention, spark interest, and inform potential customers while maintaining high quality.

Let’s compare the image requirements of these platforms.

Google Shopping Image Requirements:

  • 100 x 100 pixels for non-apparel images
  • Minimum 250 x 250 pixels for apparel images
  • Image file size must not exceed 16 MB.
  • Images must not be larger than 64 megapixels.

Facebook Image Requirements for Product Feed:

Carousel ads, collection ads, and Shops: Display product images in a square (1:1) format.

  • Minimum size: 500 x 500 px.
  • Recommended size: 1024 x 1024 px for optimal quality.

 Single image ads: Product images appear in a 1.91:1 aspect ratio.

  • Minimum size: 500 x 500 px.
  • Recommended size: 1200 x 628 px for superior quality.

How To Create Optimized Facebook and Google Shopping Product Feeds

You should have guessed by now that you can create a product feed on spreadsheet tools like Google Sheets or Microsoft Excel. You need to set the attributes as column headers and copy-paste your eCommerce/WooCommerce product information under each header.

However, this manual method is prone to errors, is time-consuming, and could lead to rejections by both Facebook and Google Shopping if not meticulously executed. To save yourself from all the hassles, you should use product feed management tools.

There are a number of WooCommerce product feed plugins available in the market. The best one we found is called CTX Feed.

This plugin can automate almost the entire feed generation and connection process. It has built-in templates for Facebook, Google Shopping, and 130 other channels.

These templates come integrated with all guidelines, product feed specifications, and attributes. Moreover, the plugin will automatically collect and copy-paste your Woo product data under the attributes in the feed file.

CTX Feed has an automatic update feature that will check your website for updates and automatically regenerate the feed files with the latest data.

It also supports URL feed connection through which you can host your feed file on your WordPress and connect them to Facebook and GMC without any manual download and uploading.

Attributes like MPN, GTIN, ISBN, Brand, etc., are not available on WooCommerce product pages, but they are required in the feed files. The plugin lets you add these custom fields to your WooCommerce product pages effortlessly.

As a result, you can include these data in your feed file without needing any third-party custom field plugins. Overall, this plugin can save you time, help you with shopping feed optimization, and automate the feed connection and update process.

Creating a Product Feed With a Plugin

Let’s quickly create a Google shopping feed. Install and activate the plugin.

There are many WooCommerce product feed plugins available in the market. The best one we found is called CTX Feed.

Click the following menu to start creating the feed.

Click the following menu to start creating the feed.

Select the template and file type.

Select the template and file type.

CTX Feed will automatically populate necessary attributes for you. Click the generate button for the plugin to collect your data and create the feed file.

CTX Feed will automatically populate necessary attributes for you.

You can find feed file settings on the Manage Feeds page.

You can find feed file settings on the Manage Feeds page.

Wrap Up

Both Facebook and Google Shopping are mighty powerful platforms for your eCommerce store. You can significantly increase your reach, traffic, conversion, and reputation by promoting your products on these platforms.

You must learn their product feed specification to effectively and efficiently promote on these channels. We hope this article will guide you to understand their guidelines and product feed requirements.

About the Author

WP Webify

WP Webify

Editorial Staff at WP Webify is a team of WordPress experts led by Peter Nilsson. Peter Nilsson is the founder of WP Webify. He is a big fan of WordPress and loves to write about WordPress.

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