Ecommerce operations

Product feeds for Google and Meta, generated from your live catalogue

A shopping feed is the least glamorous and most expensive file on an ecommerce site: get it wrong and your ads either stop or promote products you cannot ship. GoGee builds the feed from the live catalogue, applies eligibility rules, and, most usefully, tells you exactly why each excluded product was excluded.

One correction to the older marketing copy: this is feed generation and export, not inbound XML ingestion. Bringing supplier data in is handled by the supplier portal and the bulk importer instead.

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How it's actually built

Feed types: Google and Meta
Formats: XML or CSV
Scoping: Per-branch feed configuration with its own access token
Public endpoint: Token-protected public feed URL
Google format: Merchant Center RSS 2.0 XML
Run logging: Items included, items excluded and run duration in milliseconds
Category mapping: Your categories mapped to feed taxonomy
Exclusion reasons: Logged per product, including duplicate feed ID and duplicate barcode on a different product

How the pieces connect

01Input
Feed types
Google and Meta
02Deterministic
Formats
XML or CSV
03Deterministic
Scoping
Per-branch feed configuration with its own access token
04Deterministic
Public endpoint
Token-protected public feed URL
05Output
Google format
Merchant Center RSS 2.0 XML

Product feeds for Google & Meta, data flow, generated from the shared GoGee feature diagram template.

Feeds are configured, not hard-coded

Each feed is a configuration record: which platform it targets, whether it renders as XML or CSV, which branch it represents, and the token that protects its URL. A multi-branch retailer can therefore run a separate feed per branch off one catalogue, with stock and fulfilment differences respected.

Eligibility rules and honest exclusions

Products are filtered against the feed's eligibility rules before they are written. When something is dropped, the reason is stored, including the two that cause the most Merchant Center pain: a duplicate feed identifier, and the same barcode appearing on a different product.

Category mapping translates your internal categories to the taxonomy the platform expects, so the mapping lives in your data rather than in a spreadsheet on someone's laptop.

Every run logs how many items went in and how many were held back
Run duration is recorded, so a slowing feed is visible before it times out
Exclusion reasons make disapprovals diagnosable in minutes

Where feeds fit in the wider stack

Because the feed is generated from the same catalogue that powers search, branch stock and pricing, an ad that clicks through lands on a page whose price and availability match the feed. That alignment is the whole reason to generate feeds on-platform instead of exporting spreadsheets weekly.

Questions we get asked

Can I run a separate feed per branch?

Yes. Feed configuration is per branch, each with its own token-protected URL.

Why was a product left out of the feed?

Exclusions are logged per product with a reason, including duplicate feed IDs and a barcode already used by a different product.

Can GoGee import a supplier XML feed?

Feed generation is outbound. Supplier data comes in through the supplier portal and the bulk importer, which give you a reviewable batch before anything is published.