If the member price that you offer changes based on the shopper's regions, you can showcase regional pricing on your Google listings by providing member price overrides in the regional inventory feed. This article shows you how to set up regional member pricing for your products. The implementation includes onboarding to a loyalty programme, setting up regions, correctly structuring your regional inventory feed attributes and updating your landing pages.
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How to set up regional member pricing
Step 1 of 4: Onboard to a loyalty programme
First, activate the loyalty add-on, then add your loyalty programme information in Merchant Centre. Learn more about setting up a loyalty programme in your account.
After you set up and get approval for your loyalty programme, you can use the data provided in the loyalty programme to add the relevant attributes to your regional inventory feed.
Step 2 of 4: Set up regions
If you've already set up regions in Merchant Centre, carefully review them to make sure that the member pricing follows the same region setup. Learn more about setting up regions.
Step 3 of 4: Add loyalty programme [loyalty_program] attributes to your regional inventory feed
The regional inventory feed provides region-specific information for your products. Follow the steps to set up your regional inventory to add in required attributes.
To implement regional member pricing, you need to include loyalty programme [loyalty_program] group attributes in your regional inventory feed. Supported sub-attributes include:
- Programme label
[program_label]: This is the loyalty programme label set in your loyalty programme settings in Merchant Centre. This sub-attribute allows Google to map your loyalty programme to eligible offers. - Tier label
[tier_label]: This sub-attribute differentiates offer level benefits between each tier. This value is also set in your programme settings in Merchant Centre. - Price
[price]: This sub-attribute allows you to add member-specific pricing to your feed. This will be displayed alongside the non-member price to give shoppers an idea of the benefits of joining your programme. - Member price effective date
[member_price_effective_date](optional): This sub-attribute allows you to specify when their member pricing benefit begins and ends. Find details about formatting the member price effective date[member_price_effective_date]sub-attribute.
[loyalty_points] and delivery label [shipping_label] are not supported in the regional inventory feed and could lead to feed format errors.Format the attribute header by always including the sub-attributes that you're submitting. Include loyalty programme [loyalty_program], and then, in parentheses, add the names of the sub-attributes that you want to submit separated by a colon ( : ).
Single-tier loyalty programme
[program_label] and tier label [tier_label] in the feed.| id | region_id | Price | Availability | loyalty_program(price) |
| 1234567 | san_jose | 100.00 GBP | In stock | 80.00 GBP |
Example: Member price is only for a specific period of time
| id | region_id | Price | Availability | loyalty_program(price:member_price_effective_date |
| 1234567 | san_jose | 100.00 GBP | In stock | 80.00 USD:2025-05-11T00\:01\:59-0800/2025-06-21T22\:13\:59-0800 |
If you also include the programme label [program_label] and tier label [tier_label] in the header, this is also supported.
Example:
| id | region_id | Price | Availability | loyalty_program(program_label:tier_label:price:member_price_effective_date) |
| 1234567 | san_jose | 100.00 GBP | In stock | my_loyalty_program:silver:80.00 USD:2025-05-11T00\:01\:59-0800/2025-06-21T22\:13\:59-0800 |
Multi-tier loyalty programme
[program_label] and tier label [tier_label] in the feed to identify member pricing for each tier. The labels provided in your feed must match what's provided in your loyalty programme setting in Merchant Centre.| id | region_id | Price | Availability | loyalty_program(program_label:tier_label:price) |
| 1234567 | san_jose | 100.00 GBP | In stock | my_loyalty_program:silver:80.00 USD,my_loyalty_program:gold:75.00 USD |
Example: Member price is only for a specific period of time
| id | region_id | Price | Availability | loyalty_program(program_label:tier_label:price:member_price_effective_date) |
| 1234567 | san_jose | 100.00 GBP | In stock | my_loyalty_program:silver:80.00 USD:2025-05-11T00\:01\:59-0800/2025-06-21T22\:13\:59-0800,my_loyalty_program:gold:75.00 USD:2025-05-11T00\:01\:59-0800/2025-06-21T22\:13\:59-0800 |
Example: Member price is only for a specific period of time for one tier and evergreen for another tier
| id | region_id | Price | Availability | loyalty_program(program_label:tier_label:price:member_price_effective_date) |
| 1234567 | san_jose | 100.00 GBP | In stock | my_loyalty_program:silver:80.00 USD:2025-05-11T00\:01\:59-0800/2025-06-21T22\:13\:59-0800,my_loyalty_program:gold:75.00 USD: |
[program_label] and tier label [tier_label] sub-attributes of the loyalty programme [loyalty_program] attribute match one of the programme labels and tier labels configured under your Merchant Centre account.Step 4 of 4: Update your landing pages
The member price on your landing page must match the regional member price in your regional feed. To ensure an accurate landing page experience, Google appends the region ID corresponding to the location of the shopper as a parameter to the click-through URL. Adjust your landing pages so that Google can accept this parameter and render a product landing page that shows the corresponding price and availability. Learn more about setting up a landing page.
Minimum requirements
Regional member pricing follows the same requirements for national member pricing. Learn more about the minimum requirements of the loyalty programme [loyalty_program] attribute.
Best practices
These best practices can help you go beyond the basic requirements to optimise your regional member pricing for performance.
- In a single-tier loyalty programme, you can choose to only provide the price
[price]and member price effective date[member_price_effective_date](if applicable) sub-attributes within the loyalty programme[loyalty_program]. This will make the implementation easier and more straightforward. - In a multi-tier loyalty programme, the programme label
[program_label]and tier label[tier_label]sub-attributes are required to indicate the benefits associated with each tier. - Submit exact values for member pricing. For example, submit '1.01 USD' instead of '1.0012 USD', otherwise we'll round the submitted value.