Age group and gender in Google Shopping

Age group and gender tell Google who the product is for. Both are required for apparel in several countries. Valid age groups are newborn, infant, toddler, kids and adult. Valid genders are male, female and unisex. Wrong values push items into the wrong searches, where they earn clicks that never convert.

How this app fills it

• Both are feed wide settings in the Detail tab, empty by default so nothing is sent until you choose.
• Any single product can override either value from the Products page.
• A store selling mostly one demographic sets the feed default and overrides the exceptions.

Dos

• Set both for every apparel item. They are required in the US, UK, Germany, France, Japan and Brazil.
• Use unisex honestly for products designed for everyone.
• Match the age group to the size range. Kids covers roughly ages 5 to 13.

Don'ts

• Don't default everything to adult unisex just to pass validation. Filter mismatches waste ad spend.
• Don't invent values. Only the documented age groups and genders are valid.
• Don't mark kids' products as adult to reach bigger audiences. It breaches policy.