WooCommerce product feeds: Google Merchant Center, Meta, Hinnavaatlus

If your WooCommerce products should appear in Google’s product results, in your Facebook and Instagram shop or on a price comparison site such as Hinnavaatlus in Estonia, each of those channels needs a correct and current product feed. A manually exported file goes stale within days, and Google disapproves items as soon as the feed price differs from the checkout price.

We set up automatically refreshing feeds for Google Merchant Center, the Meta catalogue and Hinnavaatlus, verify and claim your site in Merchant Center and clear the disapprovals. The result: your products appear in all three channels with the right price, stock status and image, and nobody has to update anything by hand every week.

What the work includes

• Feed generation. After reviewing the shop we decide whether a feed plugin is enough or whether we write a custom endpoint that outputs XML in Google’s format. The Meta catalogue reads the same Google format; Hinnavaatlus gets an XML feed built to its own specification.
• GTIN/EAN, brand and MPN. We check that product identifiers are stored in WooCommerce in fields the feed can read. If the fields do not exist, we add them to the product form and map them to the feed.
• Availability, sale prices and variations. Stock levels become in_stock and out_of_stock values, sale prices go into sale_price alongside the regular price, and variations are sent as separate items under one item_group_id with size and colour attributes.
• Category mapping. We map your WooCommerce categories to the Google product taxonomy (google_product_category) and to the Hinnavaatlus category tree so products appear in the right place.
• Merchant Center account and site verification. We create or tidy up the Merchant Center account, verify and claim the domain, add the feed and set up its scheduled fetch.
• Shipping and tax settings in Merchant Center. We enter shipping costs and delivery times so they match your checkout, and check that feed prices include VAT as Google requires in the EU.
• Fixing disapprovals. We go through the Merchant Center and Meta diagnostics: missing identifiers, price mismatches, images that are too small, missing returns policy and contact details. We fix the causes on the shop side rather than patching the feed by hand.
• Scheduled refresh. The feed is regenerated regularly with WP-Cron or Action Scheduler, and Merchant Center and Meta fetch it on a fixed schedule, so stock and prices stay current.
• Pixel and conversion events. If there is no conversion tracking for Shopping ads yet, we set up the Google Ads conversion and Meta Pixel purchase events. For server-side tracking there is a separate server-side GA4 and Meta CAPI service.

Typical situations

The shop has launched a Google Ads Shopping campaign, but half the products are disapproved in Merchant Center for a missing GTIN or a price mismatch. The Facebook shop shows sold-out products as available because the catalogue was uploaded once as a CSV and never refreshed. Hinnavaatlus has sent its XML feed requirements, but nobody knows how to get that out of WooCommerce. Or a feed plugin is installed, but variations show up in Google as a single product with the wrong price.

What we need from you

• Administrator access to WordPress and the WooCommerce dashboard.
• Access to your Google Merchant Center, Google Ads and Meta Business Manager accounts, or a decision that we create them in your name.
• A Hinnavaatlus merchant account and their feed specification, if that channel is needed.
• A decision on which products or categories go into the feed and which stay out.
• GTIN/EAN codes and brand names for products that do not have them in the shop yet.

What is not included

• Creating and managing Google Ads and Meta campaigns or optimising budgets. We set up the feeds and the account; we do not run campaigns.
• Manually filling in GTIN codes, descriptions and images for hundreds of products. That is a separate product entry service.
• Incoming feeds from suppliers into your shop. That is a separate service: supplier product feed import.
• General GA4 and Tag Manager set-up, which we do as a separate service.
• Signing the Hinnavaatlus merchant agreement or appealing Google policy decisions on your behalf.

Who it suits

This suits a WooCommerce shop that wants its products in Google’s free listings, Shopping ads, the Facebook and Instagram shop or Hinnavaatlus, and wants the feeds to refresh on their own. We run the same set-up for the ProSwim e-shop, where product feeds and the Facebook catalogue are in daily use. If your shop does not have solid product data yet, start with product entry; if you also need someone to run the campaigns, bring in a marketing agency alongside us.