Product type in Google Shopping feeds

The product_type is your own categorization of the product, written as a path like Home > Kitchen > Cookware. Unlike google_product_category it is free text. Google uses it as an extra relevance signal, and campaigns can subdivide on it, which makes it one of the most useful levers for bidding structure.

How this app fills it

• By default the value is your Shopify product type field.
• The Identifiers tab can switch it to a custom expression, for example building a path from collections or tags.
• Any single product can override it from the Products page.
• The Optimization page lists products whose Shopify product type is empty.

Dos

• Fill the Shopify product type on every product. It is the one field merchants most often leave blank.
• Use a consistent path structure with > separators for hierarchy.
• Mirror how you think about your catalog. Campaign subdivisions follow this field.
• Keep values stable so campaign structures don't break.

Don'ts

• Don't leave it empty. Items with no product type lose a relevance signal and are harder to segment in campaigns.
• Don't exceed 750 characters or 5 levels of depth.
• Don't duplicate the google_product_category. The two attributes do different jobs.