Integrating Reviews with Google Shopping Product Listings

Loox enables you to integrate your reviews with Google Shopping to display your products' ratings and reviews on Product Listing Ads:

The Loox + Google Shopping integration is available on the Growth plan and up. Click here to upgrade your plan.

To successfully integrate your Loox reviews with your Google Shopping product listings, you need to follow these steps: 

  1. Make sure your reviews follow Google's requirements
  2. Apply to Google's Product Ratings program
  3. Set up Google Shopping in Loox
  4. Upload your Product Ratings feed to your Google Merchant Center

In this article, we will detail how to successfully perform every step and make sure your Loox reviews appear on your Google Shopping listings correctly. Please read through and follow carefully.

Google's Requirements

Google has strict guidelines regarding integrating reviews into Google Shopping and how one should go about the integration. The essential requirements are:

  1. You report more than 50 reviews.
  2. You sync all your reviews (including reviews with low ratings).
  3. Your reviews must not violate copyrights, be offensive, or spammy.
  4. Reviews must include some text.
  5. No identifying content of the reviewer can be publicly displayed (including full names, email addresses, phone numbers, etc.').

Loox will include all approved reviews in the XML feed. If you only approve 4 or 5-star reviews and hide lower rating reviews, Google may reject the feed. We recommend approving all reviews and adding public replies to address any negative feedback.

Note: Google will manually review your submission and can reject the integration at their sole discretion. You can read Google's full policy here.

Applying for the Product Ratings Feed Integration

  1. Log into your Google Merchant Center. If you don't have an account, sign up here.
  2. Apply for the product ratings feed integration by filling in Google's Product Ratings Interest Form.
  3. Under If you use a third-party service, which service do you use?, answer Other and specify Loox Reviews in the provided text box: 
  4. A few days after you submit your form, you will receive an email from Google saying this:
  5. Your aggregator, 'Loox', does not have an approved partnership for the Product Ratings program with Google yet [...] So in the meantime, "<Your Store>" can send a direct product ratings feed to Google.

    Not to worry! The above means that while Loox is in the process of becoming an "approved product ratings partner", you can still integrate your reviews into Google Shopping by submitting a direct feed.

  6. Use the reply below to answer this email and tell Google that you will submit a direct product ratings feed to your Merchant Center.


    Thank you for getting back to me. I will use Loox as my review aggregator and submit a direct product ratings feed through my Google Merchant Center.

    Have a great day!

Once you are approved, a new "Product reviews" section should appear under the "Marketing" tab in your Google Merchant Center, and the status should be live:

If the status did not change to live after a few days, you should reapply to the program following the steps above or contact Google for further details on the matter.

Setting up Google Shopping in Loox

If you have any questions or run into any difficulties setting this up, feel free to contact our Support team at [email protected], and we’d be more than happy to help!

Once you are approved for the product ratings program, you need to upload your ratings feed to your Google Merchant Center. For Google to match the right reviews to the right products, the information for your products feed ( Google channel or other third-party apps) and product ratings feed (Loox) must be identical.

To make sure Loox is reporting the correct identifiers, follow the steps below:

  1. Find the product information you report to Google. You can find that information in your Google Merchant Center under the "Products" tab:

    If you click the title of any product you report and scroll to the "Final attributes" section, you should be able to see all of the information you report for a product:
  2. Go to the Integrations section of your Loox settings:
  3. Set up your Google Shopping settings in Loox according to the information you report in your Google Merchant Center.

    1. Product IDs (GTIN and\or MPN): Specify which Shopify product field we should extract the values from. You must use at least one of these identifiers and match them to the same field you use for your products feed.
      While GTINs are global identifiers, MPNs are internal identifiers that you can configure as you wish.

      You can read more about product identifiers in this guide by Google:
      About unique product identifiers
    2. Product Prefix
    3. If you sync your products using Shopify's Google channel, your feed will include a unique item_ID of:
      shopify_{country code}_{product_ID}_{Variant_ID} 
      Loox will automatically include this same Item_ID in your Reviews feed to match your product feed.
      The {country code} can differ depending on which country you sell to using Google Shopping. By default, Loox will set this to shopify_US. If you sell on Google Shopping outside the US, please insert the relevant country code, as it appears in your Google Shopping feed.

Note: You must ensure the information in Loox matches how you report your product identifiers on Google Merchant Center. 

For example, in the screenshot below, the Item_ID uses the shopify_US prefix, and the MPN is extracted from the product's SKU:

To match this, here's how the integration should be set up in Loox:

Upload your Product Ratings feed to Google

Finally, you need to upload the feed to Google so that your reviews and star ratings appear on your Google Shopping listings!

  1. Sign in to your Merchant Center account.
  2. Click Product reviews under the Marketing tab.
  3. Click "Product reviews feeds" to open the Feeds page:
  4. Click the plus button on the “Feeds” page:
  5. Step 1: Name and input method

    1. Give your feed a name. You can call it "Loox" or "Loox Reviews". Only you will see this.
    2. Choose the "Scheduled fetch" upload method:

    Step 2: Setup

    1. Configure your feed options for the method you've chosen:
      • Enter the file name. You can call it "{store_name} Reviews", or an otherwise unique name.
      • Select the fetch frequency from the drop-down menu. This determines how often Google will update your reviews.
      • Select the fetch time from the drop-down menu.
      • Select the time zone from the drop-down menu.
      • Enter the file URL. This is the Google Shopping integration link in your Loox admin:
    2. Click Continue.

If you have any questions or run into any difficulties setting this up, feel free to contact our Support team at [email protected], and we’d be more than happy to help!