Categories
Digital Marketing Google Ads Shopify Shopping

Enhance Shopify’s Google Shopping feed

The following script will allow you to enhance Shopify’s Google Shopping app feed to include:

  • Sale Price annotations
  • Additional Images by Variant: More control over which product images get associated with which variant.
  • Exclude Out of Stock items from Google Programs. If you are paying to advertise, make sure you are only paying to display products you can sell.
  • Exclude Low Stock variants from Google Programs. Exclude color ways that have low size options. Show other color options or products instead.
Sale annotation in Google Shopping
SALE labels and price markdown annotations usually only appear if you provide Google Shopping with both your regular price (compare_at_price) and your sale price.

To add the above functionality, you must create and upload a supplemental data feed to Google Merchant Center.

Step 1
Create a Supplemental Data Feed in Shopify

The first step is to create a data feed in Shopify. We can accomplish this by creating a custom Shopify Collection Template that will output XML data instead of HTML:

1. Create a new Collection Template called collection.google-update.liquid with the following code:

{% layout none %}<?xml version="1.0"?>
<rss xmlns:g="http://base.google.com/ns/1.0" version="2.0">

{% comment %}
Google Shopping / Merchant Center + Shopify Product Update Feed by Alex Czartoryski
https://business.czarto.com/2020/08/12/shopify-sale-price-google-shopping/

This version: Oct 14, 2020
The latest version of this script available here:
https://github.com/Czarto/ShopifyScripts/blob/master/Templates/collection.google-feed-update.liquid
{% endcomment %}

{% comment %} Settings {% endcomment %}
{%- assign exclude_unavailable_variants = true -%}
{%- assign exclude_variant_colors_with_limited_availability = true -%}
{%- assign ignore_x_smallest_sizes = 1 -%}
{%- assign ignore_x_largest_sizes = 1 -%}
{%- assign minimum_percentage_availability = 50 -%}
{%- assign filter_variantImages_byColor = true -%}

{%- assign CountryCode = 'US' -%}
{%- if shop.currency == 'CAD' -%}{%- assign CountryCode = 'CA' -%}{%- endif -%}

<channel>
<title>{{ shop.name }} {{ collection.title | strip_html | strip_newlines | replace: '&', '&amp;' }}</title>
<link>{{ shop.url }}</link>
<description>{{ collection.description | strip_html | strip_newlines | replace: '&', '&amp;' }}</description>

{%- paginate collection.products by 1000 -%}
{%- for product in collection.products -%}

{%- comment -%} Get color option {%- endcomment -%}
{%- for option in product.options -%}
{%- if option == 'Color' -%}{% capture option_color %}option{{ forloop.index }}{% endcapture %}{%- endif -%}
{%- endfor -%}

{%- comment -%} Make a list of Colors to exclude {%- endcomment -%}
{%- assign colors_to_exclude = "" -%}
{%- if exclude_variant_colors_with_limited_availability -%}
{%- for color in product.options_by_name['Color'].values -%}
{%- assign variants = product.variants | where: option_color, color -%}
{%- assign variants_to_process_count = variants.size | minus:ignore_x_smallest_sizes | minus:ignore_x_largest_sizes -%}
{%- assign available_count = 0 -%}
{%- assign total_processed_count = 0 -%}
{%- for variant in variants offset:ignore_x_smallest_sizes limit:variants_to_process_count -%}
{%- assign total_processed_count = total_processed_count | plus:1 -%}
{%- if variant.available -%}{%- assign available_count = available_count | plus:1 -%}{%- endif -%}
{%- endfor -%}
{%- if total_processed_count == 0 -%}
{%- continue -%}
{%- endif -%}
{%- assign percentage_availability = available_count | times: 100.0 | divided_by: total_processed_count | round -%}
{%- if percentage_availability < minimum_percentage_availability -%}
{% capture colors_to_exclude %}{{colors_to_exclude}}#{{ color }}{%endcapture%}
{%- endif -%}
{%- endfor -%}
{%- assign colors_to_exclude = colors_to_exclude | split: "#" -%}
{%- endif -%}

{%- for variant in product.variants -%}
<item>
<g:item_group_id>shopify_{{ CountryCode }}_{{ product.id }}</g:item_group_id>
<g:id>shopify_{{ CountryCode }}_{{ product.id }}_{{ variant.id }}</g:id>
<g:mpn>{{ variant.sku }}</g:mpn>

{%- comment -%} Sale Price {%- endcomment -%}
{%- if variant.compare_at_price > variant.price -%}
{%- assign variant_onSale = true -%}
{%- assign variant_price = variant.compare_at_price -%}
{%- assign variant_salePrice = variant.price -%}
<g:price>{{ variant_price | money_without_currency }} {{ shop.currency }}</g:price>
<g:sale_price>{{ variant_salePrice | money_without_currency }} {{ shop.currency }}</g:sale_price>
{% endif %}

{%- comment -%} Additional Images by Color {%- endcomment -%}
{%- assign additional_images = product.images -%}
{%- for option in product.options -%}
{%- if option == 'Color' -%}{% capture variant_color %}{{ variant.options[forloop.index0] }}{% endcapture %}{%- endif -%}
{%- endfor -%}
{% if filter_variantImages_byColor %}{% assign additional_images = product.images | where: "alt", variant_color | sort: 'attached_to_variant' | reverse%}{% endif %}
{% if additional_images.size > 1 %}{%- for image in additional_images offset:1 limit:10 -%}
<g:additional_image_link>https:{{ image.src | product_img_url: 'master' }}</g:additional_image_link>
{% endfor %}{% endif %}

{%- comment -%} Exclude Out of Stock Variants {%- endcomment -%}
{% if exclude_unavailable_variants and variant.available == false %}
<g:excluded_destination>Display ads</g:excluded_destination>
<g:excluded_destination>Shopping ads</g:excluded_destination>
<g:excluded_destination>Shopping Actions</g:excluded_destination>
{% elsif exclude_variant_colors_with_limited_availability and colors_to_exclude contains variant_color %}
<g:excluded_destination>Display ads</g:excluded_destination>
<g:excluded_destination>Shopping ads</g:excluded_destination>
<g:excluded_destination>Shopping Actions</g:excluded_destination>
{% endif %}
</item>

{% endfor %}
{% endfor %}
{% endpaginate %}
</channel>
</rss>

Available on github here

2. Create a new collection called “google-update” and choose google-update as your collection template.

3. Preview the collection and copy the url. Your url should look something like this: yourstoredomain.com/collections/google-update

Step 2
Configure your Feed

There are a few options you can configure in your feed, all located towards the top of your template file in the “configuration” section.

Sale Priceautomatic
Exclude Out of Stock Variants
exclude_unavailable_variants

true
Exclude Limited Stock Color Variants
exclude_variant_colors_with_limited_availability
ignore_x_smallest_sizes
ignore_x_largest_sizes
minimum_percentage_availability

false
1
1
50
Filter Variant Images by Color + Alt Text Matching
filter_variantImages_byColor

false

Sale Price

This is automatically included. If your products have a current price that is less than the compare_at_price then the appropriate sale price data will be automatically updated in the feed.

Exclude Out of Stock Variants

exclude_unavailable_variants = true

By default, any variants that are out of stock will be excluded from Google Shopping, Google Shopping Actions, and Dynamic Remarketing. Change the value of exclude_unavailable_variants = false if you want to disable this behaviour.

Exclude Limited Stock Color Variants

exclude_variant_colors_with_limited_availability = true

This setting is intended for apparel products, where you may have many colors of a product, but limited sizes available in a specific product. Setting this value to true will cause the script to attempt to exclude the colors with low availability (so that alternative colors or products can show instead).

There are a few additional configuration items for this setting that you can change:

minimum_percentage_availability
default = 50
Minimum % of sizes available before all variants of this color are excluded.
ignore_x_smallest_sizes
default = 1
Ignore the x smallest sizes in the % available calculation
ignore_x_largest_sizes
default = 1
Ignore the x largest sizes in the % available calculation

Filter Variant Images by Color
and Alt Text Matching

filter_variantImages_byColor = true

Setting this value to true will assign additional images to the current variant where the image’s Alt Text matches the variant’s color. Note that the primary variant’s image will always be included in the feed regardless of Alt text.

Step 3
Add a Supplemental Data Feed in Google Merchant Center

1. Open Merchant Center and go to
Products > Feeds > Supplemental Feeds > Add Supplemental Feed

NameFeed Update Script
Feed TypeScheduled Fetch
File Namegoogle-update
File Urlyourstoredomain.com/collections/google-update

Leave everything else as default values and click Continue

2. Make sure there’s a checkmark beside Content API and click Create Feed

3. You should now see your newly created feed in the Supplemental Feeds section. Click on your feed’s name and then click on Fetch Now to update your product data now.

Testing

It may take up to 30 minutes for your main feed to be updated. It is a good idea to review your products and feed to ensure that everything is coming through as expected, and tweak as required.

If everything looks good, your new sale pricing, variant images, and program availability should now be updated once per day.

Related Reading

Categories
Attribution Digital Marketing eCommerce Google Ads Shopify

Optimizing Shopify’s Google Ads Conversion Tracking

Here are some essential changes to make to your Google Ads conversion tracking after you connect Shopify’s Google Shopping Channel.

STEP 0
Install the Google Shopping Channel

This guide assumes that you have the Google Shopping Channel installed on your Shopify store. If this is not the case, then:

  1. Install the Google Shopping Channel
  2. Connect your Google Account (must be an account that has access to both Google Merchant Center and Google Ads)
  3. Connect your Google Ads Account in the “Smart Shopping campaign” section

STEP 1
Remove Old Conversion Tracking Code

By connecting Shopify to Google Ads via the Google Shopping Channel, Shopify will begin sending conversion data to your Google Ads account. If you were already tracking conversions in Google Ads, then you need to make sure you are not duplicating your conversion data:

  • If you previously had a Google Ads conversion tracking script installed in your checkout, then remove that code.
  • If you were importing conversions from Google Analytics, stop importing those conversions.

STEP 2
Fix Conversion Categories

Log into Google Ads and then Go to
Tools & Settings > Measurement > Conversions

You should see a bunch of new conversion actions created by Shopify. You will also see a warning that your conversion categories are out of date, and that you should update 4 of your conversions actions.

Click Update Now and update the settings to the following:

STEP 3
Conversion Windows and Attribution Models

Although Shopify created multiple conversion actions, you only need to worry about the Google Shopping App Purchase conversion event.

Click on the Google Shopping App Purchase conversion action and update the following settings:

Old ValueNew Value
CountEvery ConversionOne
View-through Conversion Window30 days1 day
Attribution ModelLast clickLinear

One Conversion per click

If you count “Every Conversion” you increases the risk of double attribution across your various channels.

For example: A user clicks on your Google ad and makes a purchase. It makes sense to count and attribute this conversion to Google Ads. If this same user later receives your newsletter, and purchases again, then you probably want to attribute that sale to the Newsletter and NOT to Google. Setting conversion count to “One” instead of “Every” ensures that only the first sale gets attributed to google, and not the second.

Counting “Every” conversion increases the risk of double attribution

Click-Through Conversions

Arguably, you should set your Click-Through Conversion window to 30 days. 90 days seems extremely long, and could increases your chances of double attribution across multiple sales channels.

However, if you are using Smart Campaigns or Smart Bidding, the bidding algorithm can only take into account conversions that have occurred within the specified conversion window. So theoretically, the longer your conversion window, the more data for Smart Bidding to optimize with. So the 90 day click-conversion window can probably stay.

View-Through Conversions

Set the View-Through Conversion window to only 1 day. A longer View-Through conversion window is dangerous, and will lead to over attributing sales to Display Remarketing, YouTube, and Smart Shopping. This will invariably cause you to overspend on those campaigns.

A View-Through conversion window greater than 1 day is dangerous, and will lead to over attributing sales to undeserving channels.

Which Attribution Model to use?

Linear, Time Decay, Position Based, or Data Driven are all better than First or Last click, as they allow you to attribute sales across a wider range of ad interactions, which allows you to spend more evenly across your entire funnel.

I personally usually choose Linear or Position Based, as I like pushing more attribution (and therefore spend) into the top part of the funnel.

Further Reading

Categories
Digital Marketing Google Ads Shopify Shopping

Add Sale Price to Shopify’s Google Shopping feed

As of Aug 12, 2020 Shopify’s Google Shopping app does NOT send compare_at_price to Google Merchant Center. This means that you are unlikely to receive the SALE annotation in your Google Shopping ads when your products are on sale:

Sale annotation in Google Shopping
SALE labels and price markdown annotations usually only appear if you provide Google Shopping with both your regular price (compare_at_price) and your sale price.

To fix this, you must create and upload a supplemental data feed to Google Merchant Center.

Create a Price Feed in Shopify

The first step is to create a data feed in Shopify containing your products sale and regular prices. We can accomplish this by creating a custom Shopify Collection Template that will output XML data instead of HTML:

1. Create a new Collection Template called collection.xml-sale-pricing.liquid with the following code:

{% layout none %}<?xml version="1.0"?>
<rss xmlns:g="http://base.google.com/ns/1.0" version="2.0">
{% paginate collection.products by 1000 %}
{%- assign CountryCode = 'US' -%}
{%- if shop.currency == 'CAD' -%}{%- assign CountryCode = 'CA' -%}{%- endif -%}
<channel>
<title>{{ shop.name }} {{ collection.title | strip_html | strip_newlines | replace: '&', '&amp;' | replace }}</title>
<link>{{ shop.url }}</link>
<description>{{ collection.description | strip_html | strip_newlines | replace: '&', '&amp;' }}</description>
{% for product in collection.products %} 
  {% for variant in product.variants %}
    {%- if variant.compare_at_price > variant.price -%}
      {%- assign OnSale = true -%}
      {%- assign Price = variant.compare_at_price -%}
      {%- assign SalePrice = variant.price -%}
        <item>
            <g:item_group_id>shopify_{{ CountryCode }}_{{ product.id }}</g:item_group_id>
            <g:id>shopify_{{ CountryCode }}_{{ product.id }}_{{ variant.id }}</g:id>
            <g:price>{{ Price | money_without_currency }} {{ shop.currency }}</g:price>
            <g:sale_price>{{ SalePrice | money_without_currency }} {{ shop.currency }}</g:sale_price>
        </item>
    {%- endif -%}
{% endfor %}
{% endfor %}
</channel>
</rss>
{% endpaginate %}

Also available on github

2. Create a new collection called “google-feed-sale-price” and choose xml-pricing-feed as your collection template.

3. Preview the collection and copy the url. Your url should look something like this: yourstoredomain.com/collections/google-feed-sale-price

Add a Supplemental Data Feed in Google Merchant Center

1. Open Merchant Center and go to
Products > Feeds > Supplemental Feeds > Add Supplemental Feed

  • Name: Sale Pricing Update
  • Feed Type: Scheduled Fetch
  • File Name: google-feed-sale-price
  • File Url: yourstoredomain.com/collections/google-feed-sale-price

Leave everything else as default values and click Continue

2. Make sure there’s a checkmark beside Content API and click Create Feed

3. You should now see your newly created feed in the Supplemental Feeds section. Click on your feed’s name and then click on Fetch Now to update pricing data immediately.

Done

It may take up to 30 minutes for your main feed to be updated. Any new sale pricing will now be uploaded once per day.

Related Reading

Categories
Digital Marketing Google Ads Shopify Shopping

Add Microdata to your Shopify Product Pages (with variant support)

If you are using Google Merchant Center to with Shopify then you have likely ran into an issue where Merchant Center will give you a warning that there is insufficient match of micro-data information and that automatic item updates are no longer being performed.

merchant-center-warning
Insufficient micro-data warnings in Google Merchant Center

This is generally due to incorrect or incomplete micro-data on your product page.

Product.liquid

All the required edits should be limited to your Product.liquid file. You need to define a Product itemscope which will have properties such as Product Url, Product Image, Product Title, and Product Description.

Nested within the Product will be an Offer itemscope that will contain the product variant’s price, currency, condition, and availability.

What complicates things is that most Shopify Themes will have at least a partial implementation of micro-data, and are perhaps only missing a few items, or perhaps don’t fully support variants.

A good idea would be to first run your product page through Google’s Structured Data Testing Tool to see which tags already exist.

Product ItemScope

1. Open your product.liquid file and add the Product itemscope property to the outer most div. The first line of your product.liquid should look something like this: 

<div itemscope itemtype="http://schema.org/Product">

2. Directly below this line, you should add the product variant’s url and image markup as so:

<meta itemprop="url" content="{{ shop.url }}{{ product.selected_or_first_available_variant.url }}" />
<meta itemprop="image" content="https:{{ product.selected_or_first_available_variant.image.src | product_img_url: 'grande' }}" />

3. Find where your product’s title and description are displayed, and add itemprop=name and itemprop=description attributes as shown below:

<!-- Product Title -->
<h1 itemprop="name">{{ product.title }}</h1>
<!-- Product description -->
<div class="product-description" itemprop="description">
{{ product.description }}
</div>

Offer ItemScope

4. Now you need to find the place in your product.liquid file where you display your price. Find a wrapping div tag and add the Offers itemscope attributes to the tag. The Offers itemscope MUST nested within the Product itemscope div tag.

<div itemprop="offers" itemscope itemtype="http://schema.org/Offer">

5. Immediately after this line you can add the product variant’s price, currency, condition, and availability microdata as so:

<meta itemprop="priceCurrency" content="{{ shop.currency }}" />
<meta itemprop="price" content="{{ product.selected_or_first_available_variant.price | money_without_currency | remove: ',' }}" />
<meta itemprop="itemCondition" itemtype="http://schema.org/OfferItemCondition" content="http://schema.org/NewCondition"/>
{% if product.selected_or_first_available_variant.available %}
  <link itemprop="availability" href="http://schema.org/InStock" />
{% else %}
  <link itemprop="availability" href="http://schema.org/OutOfStock" />
{% endif %}

Putting it all together

Once done, your product.liquid should have roughly the following structure.

<!-- BEGIN Product itemscope -->
<div itemscope itemtype="http://schema.org/Product">
  <meta itemprop="url" content="{{ shop.url }}{{ product.selected_or_first_available_variant.url }}" />
  <meta itemprop="image" content="https:{{ product.selected_or_first_available_variant.image.src | product_img_url: 'grande' }}" />
 
  <!-- Product Title & Description -->
  <h1 itemprop="name">{{ product.title }}</h1>
  <div class="product-description" itemprop="description">
  {{ product.description }}</div>
  <!-- BEGIN Offer itemscope -->
  <div itemprop="offers" itemscope itemtype="http://schema.org/Offer">
    <meta itemprop="priceCurrency" content="{{ shop.currency }}" />
    <meta itemprop="price" content="{{ product.selected_or_first_available_variant.price | money_without_currency | remove: ',' }}" />
    <meta itemprop="itemCondition" itemtype="http://schema.org/OfferItemCondition" content="http://schema.org/NewCondition"/>
    {% if product.selected_or_first_available_variant.available %}
      <link itemprop="availability" href="http://schema.org/InStock" />
    {% else %}
      <link itemprop="availability" href="http://schema.org/OutOfStock" />
    {% endif %}
  </div>
</div>

Final Steps

  1. Save and test your new product page in Google’s Structured Data Testing Tool, and fix all errors if any.
  2. Wait and check back periodically in Google Merchant center to ensure no new errors were introduced. It will take a few weeks before the “unable to update” warning disappears.

Related Reading

Categories
Shopify

DIY Google Shopping Feed for Shopify

DEPRECATED: This post is no longer supported! Please us the Google Sales Channel App in combination with Merchant Center feed rules to manage your Shopping Campaign.

The custom XML Feed Code is still available here: Shopify XML Shopping Feed Template

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