How to Reinforce Your Google Shopping Data Feed With Unit Pricing

Unit pricing measure is an important attribute in your Google Shopping feed. This is what Google looks at when trying to understand the unit pricing information of an item.


To understand how and when to use it we go over the requirements, the types of products for which it is recommended to be used and which are the countries that require it.

Let's see how Unit Pricing Measure [unit_pricing_measure] works and how to use it.


3 Unit Pricing Measure Uses in Your Google Shopping Data Feed

What is Unit Pricing Measure?


It is a recommended attribute that Google Merchant uses to assess the measure and dimension of a given product without shipping packaging. It should be a positive number and the format has the be: Numerical value + Unit: 1.5kg, 100ml, 16.9oz.


The unit measurement has to be expressed in one of the accepted units:



Weight oz, lb, mg, g, kg
Per unit ct
Volume US imperial floz, pt, qt, gal
Volume metric ml, cl, l, cbm
Length in, ft, yd, cm, m
Area  sqft, sqm

Recommended or Mandatory?


Recommended for some products, e.g. hardware, food, beverages, flooring and perfume. It is also recommended when submitting the ‘unit pricing base measure’ attribute.


It is mandatory in some countries (EU and Switzerland) where it is required by laws: UK, Germany, France, Italy, Spain, Switzerland, the Czech Republic, and the Netherlands.


'Unit pricing measure' in Various European Languages


The Google Shopping feed attributes have to be translated to the language where the products are being advertised:


  • DE: Grundpreis Maß
  • FR: Mesure de prix unitaire
  • ES: Medida del precio por product
  • IT: Unità di misura per prodotto
  • NL: Eenheidsprijs hoeveelheid



Google Shopping Can of Tuna


Let's say you are selling canned tuna online. The net weight of each can should be listed on the product page. If you include it in your product data feed as well, it will be easier for Google to compare the various tuna-products.


More product information usually leads to more impressions and a better conversion rate.


Let's see below how you can add ‘Unit pricing measure’ to your Google Shopping feed.

1. Add ‘unit pricing measure’ to your feed


If you already have this attribute in your source feed, mapping it to Google's requirements will be easy.


First identify which field in your data feed that contains this information and map it to Google's ‘unit pricing measure’ field:



Unit Pricing Measure in DataFeedWatch

2. A single ID for all unit sizes


Sometimes merchants will have one ID for a given product, regardless of the size/content. In our tuna-example: a merchant could have one ID for 100 gr, 250gr and 1 kilo of tuna.


The thing is that they are three different products and Google should be able to differentiate them.


A quick fix is to create new IDs by combining the original ID with the weight of the product and separate them everything by a dash.



Combine ID and Weight in DataFeedWatch




3. Different spellings for the same measure


As seen above the unit measurement has to be expressed in one of the accepted units, e.g. mg, g, kg etc,


The devil is in the detail: you cannot enter g. or gr. or gram. The only value accepted will be g.


The solution to this is to quickly re-map your measures to make sure Google supports your unit pricing measures.



Unit Pricing Measure with Replace in DataFeedWatch


The success of your Google Shopping Campaigns depends largely on the quality and accuracy of your product feed. The more information you include, higher the chances your product listings ads will perform better. 


If you have found this article on Unit Pricing Measure valuable, then you'll probably find our Complete Guide to Data Feed Optimization useful. Download it and learn how to drastically improve the quality of your data feed.


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Written by Jacques van der Wilt

Founder & CEO at DataFeedWatch

Jacques is a shopping feeds industry leader, start-up mentor, and entrepreneur. He's the founder and CEO of DataFeedWatch (acquired by in 2022): a leading global feed management and optimization company that helps online merchants optimize their product listings on more than 2000 shopping channels in over 60 countries. Before founding DataFeedWatch, Jacques held leadership positions in the US and Europe. He is also a seasoned guest speaker at industry events and a mentor at Startup Bootcamp.


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