Feed Rules are automated rules in Google Merchant Center that allow you to modify, enhance, or transform product data directly within Merchant Center — without changing your original product feed.
They act as a data layer on top of your primary feed.
What you can do with Feed Rules
- Combine attributes (e.g. brand + product title)
- Add missing values
- Rewrite or optimize titles and descriptions
- Map values to custom labels
- Standardize formatting (e.g. capitalization, text cleanup)
Why it matters
Feed Rules give marketers more control over feed optimization without needing technical changes in the source system. This is especially valuable for improving Shopping Ads and Performance Max performance.
In short: Feed Rules let you edit and optimize product data inside Merchant Center without touching your original feed.