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How to add your Growave-powered Loyalty program to Google Merchant Center

Simon Akhrameev avatar
Written by Simon Akhrameev
Updated today

By integrating your Loyalty program with Google Merchant Center (GMC), you can display your program perks alongside your product reviews and business information across Google Search, the Shopping tab, and other surfaces. This helps you attract new customers, engage existing ones, and boost visibility of your loyalty benefits directly in Google search results.

This guide explains how to add your Growave-powered Loyalty program into GMC and ensure it meets Google’s participation and editorial requirements.


Eligibility and requirements

Merchant Center availability:

  • United States, United Kingdom, Germany, France, and Australia

Merchant Center prerequisites:

  • Active Merchant Center account

  • Loyalty add-on activated in Merchant Center

  • Existing loyalty program with VIP tiers on your website (e.g., by Growave or another tool)

Supported loyalty perks in GMC:

  • Redeemable points

  • Loyalty pricing

  • Free or express shipping

  • Other benefits (member-only offers, exclusive events, free gifts, etc.)

Growave prerequisites:

📝 Note: While Google supports multi-tiered loyalty programs, it is possible to submit a loyalty program with only one basic tier (e.g., “Member” or “Loyal Shopper”). This is acceptable as long as:

  • The structure matches what’s publicly visible on your website

  • At least one clear benefit is submitted (e.g., points, member shipping, etc.)

  • You do not visibly promote multiple tiers elsewhere on your loyalty page

If your site promotes Bronze/Silver/Gold tiers, they must be reflected in the submission to avoid rejection.


Benefits of adding Loyalty program to GMC

  • Increased visibility: Show your loyalty perks in product listings across Google properties.

  • Customer engagement: Encourage loyalty signups from shoppers seeing your offers in search.

  • Retention: Strengthen brand connection with existing loyalty members.

  • Attract new customers: Showcase member-exclusive prices or shipping perks in search results.


How it works

  1. Activate the Loyalty program add-on in your Merchant Center.

  2. Enter your loyalty program details (name, tiers, perks).

  3. Google reviews your submission (up to 48 hours).

  4. Once approved, loyalty benefits appear alongside your products in Google Search and Shopping surfaces.


Setup steps

1. Prepare your Loyalty program details

Before submitting, make sure your loyalty program follows Google’s editorial guidelines:

Field

Requirement

Program name

Max 25 characters; must match website; proper grammar

Program label (API/feed)

Max 25 characters; use “_” instead of spaces

Program description

Max 39 characters; highlight top benefit

Program URL

Live landing page describing full program

Tier names

Match website; max 25 characters

Tier label (API/feed)

Max 25 characters; use “_” instead of spaces

Tier URL (optional)

Live landing page (if used)

Tier benefits (per tier)

Must match your website offerings

Program types supported

Free to join; spend-based; membership fee; branded card

⚠️ Important

  • Do not submit “member pricing” if it is based on one-time discounts or promotions.

  • Loyalty pricing must be evergreen (consistent, not promotional).

  • Perks must apply across purchase locations — web, app, in-store.


2. Enable Loyalty program in Google Merchant Center

  1. In your Merchant Center account, go to Settings & tools → Add-ons.

  2. Enable Loyalty program.

  3. Open the loyalty program card and click Get started.


3. Enter your program details

  • Program overview: Enter program name, label, description, signup URL.

Growave - Integrations - GMC Loyalty program details
  • Program tiers: Add tiers in order from easiest to most exclusive.

    • For each tier: enter name, label, URL (optional), requirements, and benefits.

    • You must submit at least one benefit per tier.

  • Loyalty pricing (optional): Specify in product feed using the [loyalty_program] attribute.

    • Loyalty pricing only displays if >= 5% and >= $2 off regular price.

  • Shipping perks (optional): Configure member shipping through feed + shipping settings.

  • Other benefits: Add perks like birthday gifts, exclusive events, free items.


4. Submit for approval

  • Review all entries and click Submit for review.

  • Google will review within 48 hours.

  • Check approval status in Merchant Center.

If rejected, review guidelines and email feedback, then update and resubmit.

If approved, your Loyalty program details will appear under Google Merchant CenterMarketingLoyalty program

Growave - Integrations - GMC Loyalty program - Loyalty program approved

Example Loyalty card appearance in search results:


Notes and tips

  • The loyalty benefits must exactly match what is displayed on your website.

  • Landing pages must be live and link to your website domain.

  • Editorial errors (spelling, grammar, punctuation) may cause rejection.

  • You can track Loyalty program performance in the Merchant Center Loyalty report.


Useful resources


If you have questions about using Growave’s Loyalty Program or integrating it with your store, feel free to reach out to us — we’ll be happy to help.

For questions related to Google Merchant Center’s loyalty features, setup requirements, or approval process, please refer to Google’s official support resources or contact Google Merchant Center support directly.

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