Google Shopping
Send Google a feed it can read and trust.
SKULayer checks every item for missing identifiers, title problems, price and availability errors, weak categories and broken images. Preview each fix, then serve a cleaner Google Shopping XML feed, with Google's own verdicts pulled in beside your audit once Merchant Center is connected.
The short answer
Google Shopping feed optimisation is getting your product data to meet Google's specification and then outperform it: complete identifiers, titles that survive the ~70 characters shoppers actually see, availability and price that match the landing page, accurate categories, and clean images. The audit runs 24 checks on every item, every run, and the first audit lands in minutes.
24
checks on every item, every run, from identifiers to sale windows.
150
characters Google accepts in a title; shoppers typically see only the first ~70.
£0
for the Free plan: one feed, 1,000 products, audited, fixed, and served daily, forever.
Create a free account with no card. Paid plans start with a 14-day trial.
What the audit checks, and how the fix works
The full check inventory runs on every item, every run. Google's own requirements are the reference: product data specification, availability, titles, and identifiers.
Titles
Over-length titles (Google accepts 150 characters, shoppers see ~70), ALL-CAPS shouting, and boilerplate that buries the product. Fix: shorten on a word boundary, normalise case, front-load brand and type.
Identifiers
Missing GTINs, MPNs, and brands, which are the fields Google matches products with. Fix: fallback rules fill from columns your export already has; what cannot be filled stays honestly flagged.
Availability
Values outside Google's accepted set ("yes", "1", "usually ships in 2 days"). Fix: one lookup rule maps your wording onto the standard values, and keeps mapping it as new products arrive.
Price and sale windows
Zero prices, missing currencies, sale prices above the regular price, and malformed sale_price_effective_date ranges that quietly kill promotions. Fix: rules clear, correct, or exclude before Google sees them.
Categories
Missing or top-level google_product_category values that leave you competing everywhere and winning nowhere. Fix: AI drafts a product-type-to-taxonomy mapping, you review every row, it saves as one inspectable rule.
Images and links
Missing images (instant disapproval), http URLs worth standardising, links that 404. Fix: replace rules for the pattern, per-product manual edits for the stragglers.
The Merchant Center closed loop
An audit is an opinion; Google's verdict is the one that costs money. Connect Merchant Center and SKULayer pulls Google's account and product issues, scopes them to the items you actually deliver, and recommends fixes as rules, previewed like everything else. Each issue is tracked from found, to fix shipped, to cleared, so "we fixed it" has a paper trail.
Everything else keeps the feed safe while you work: every rule previews against your real items before it saves, you keep full history and one-click rollback to any version that ran cleanly, and your own AI assistant can operate the whole loop with scoped, revocable access.
Google Shopping questions
What is Google Shopping feed optimisation?
The work of getting your product feed to meet Google's product data specification and then outperform it: complete identifiers, titles that survive truncation, availability and price that match the landing page, accurate categories, and clean images. Done well it means fewer disapprovals and stronger product data; done badly the issues can limit eligibility without ever showing as a hard disapproval.
Can SKULayer see what Google actually thinks of my feed?
Yes. Connect Google Merchant Center and SKULayer pulls Google's own account and product issue verdicts, matches them to your delivered items, recommends a fix as a rule, and tracks each issue from found, to fix shipped, to cleared on a later pull. Your audit and Google's verdict sit side by side.
Does SKULayer serve the feed to Google directly?
SKULayer compiles a clean Google Shopping XML feed and serves it at a stable delivery URL. You point Merchant Center at that URL on your schedule, and what it reads there only changes when a new version passes every check.
Can I try it without touching my live feed?
Yes, and you should. SKULayer reads the same source feed your current setup uses and serves in parallel on its own URL. Compare outputs for as long as you like; nothing changes for Google until you switch the URL in Merchant Center yourself.
What about custom labels for campaign structure?
custom_label_0 through 4 are first-class rule targets: set them from price bands, margins from a lookup table, seasonal flags from date conditions, or by hand on individual products. Your campaign segmentation lives in readable rules instead of a spreadsheet.
Comparing Google Shopping feed tools
If you are choosing between tools, the direct comparisons are sourced and date-stamped, and each one is honest about when the other product is the better buy.
vs DataFeedWatch
Rule stack vs per-field mappings
vs Channable
Focused feed layer vs platform
vs Shoptimised
Self-serve vs managed service
vs Feedonomics
Software vs full-service team
vs GoDataFeed
Multi-channel plan builder
vs Productsup
Enterprise syndication
vs AdNabu
Shopify app, AI-generated copy
vs FeedOn
AI-first, credit-metered
See what your feed needs next
Connect the feed you already have. The first audit lands in minutes, in plain English, with the products affected and a route to every fix.
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