How to sync reviews to Google Shopping

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Updated Oct 20, 2025, 12:00 AM EST

Table of contents

Learn how to sync reviews with Google Shopping so shoppers from across the web can see your customer ratings. This process can take upwards of 2 weeks to complete, so start the process early. If you’re migrating from another reviews provider, coordinate the switch with that provider and Google.

Reviews must have text to appear in the review feed. Reviews with only a star rating will be excluded. Only reviews for published products will be pushed to Google Shopping.

Google’s content requirements for reviews

Google’s review requirements are strict. If your review feed does not meet these criteria, your feed may be removed from Google Shopping and reviews you’ve submitted won’t appear there.

In brief, these requirements are:

  • Your feed must contain at least 50 reviews.
  • You must sync all your product reviews to Google at least once per month. Klaviyo recommends a daily sync.
  • “All reviews” means you cannot filter reviews based on star rating. You must share both low- and high-rating reviews. The reviews feed Klaviyo creates for you contains all reviews except those that are rejected.
  • Reviews must meet Google’s content guidelines. They cannot include spam, identifying information (phone numbers, emails, URLs, full names, and confidential information like credit card numbers), obscenity, offensive language, reviews written by employees or friends, illegal content, content that infringes copyright, plagiarized reviews, sexually explicit material, hate speech, cross-promotion of other products, off-topic reviews, impersonation of another entity, reviews that have been translated from the language they were originally written in, and duplicate content. Google allows reviews collected in exchange for incentives, such as discounts or gift cards, only when the incentive does not depend on the review’s sentiment and is disclosed in the reviews feed. Learn more about Google’s content policies for reviews.
  • Your feed should include relevant, high-quality reviews. Reviews that consist only of emojis or messages like “love it!” aren’t helpful to a potential customer and may not be displayed.
  • You should only collect and share reviews that you own. Reviews collected through Klaviyo Reviews meet these criteria.
  • If you include customer images in your feed, they should be high-quality, taken by your customers (not you or a third party), and minimally filtered.

This is an overview of Google’s requirements. Read Google’s requirements in full.

Use unique product identifiers

When you submit your reviews to Google, those reviews are matched to the relevant product using a global unique product identifier like a global trade item number (GTIN). If a GTIN is not available, Google can match a review to a product using a SKU, a brand and manufacturer part number (MPN) pair, or a product URL. Make sure the product identifiers in your reviews feed match those in your product feed. GTINs provide the most reliable match; the alternatives can result in fewer reviews being matched.

Create a Google Merchant Center account

Visit Google Merchant Center and create an account.

Upload your products and wait for approval

Learn how to create a product feed using Google’s documentation. Alternatively, use a Shopify or WooCommerce app to generate your feed. Once you submit your feed to Google, it can take up to a few weeks for it to be approved. In the meantime, proceed with the steps below.

Sign up for product ratings

To sign up for Google Merchants Product Ratings, fill out their interest form.

  1. Navigate to the Product Ratings Interest Form.
  2. Under Do you work with an approved third-party reviews aggregator?, choose No. You’ll submit your reviews feed directly in Google Merchant Center. Klaviyo Reviews is not listed as an approved third-party reviews aggregator.
  3. Complete the other questions based on your business and submit the form.
  4. Wait for Google to review your application and enable Product Ratings for your Merchant Center account. If Google asks you to confirm how you’ll submit reviews, reply that you’ll submit a direct product ratings feed.

Generate a reviews feed

  1. Click Reviews in the left-side navigation in Klaviyo.
  2. Click Reviews settings.
  3. Click Syndication.
  4. Turn on the toggle in the Google Shopping feed card.
  5. Optional: Select Use SKU as MPN to use your product SKU as the manufacturer part number. The default is off; select this option if you don't have UPCs set up for your products in your ecommerce platform.
  6. Click Save changes.
  7. Copy the URL from Shopping feed link; you’ll need it in the next section.

Upload your reviews feed

Klaviyo’s support team is unable to troubleshoot problems with Google Merchant Center or Google Shopping. If you encounter any problems, reach out to Google’s support.

  1. Follow Google’s instructions to upload a product reviews data source. Choose scheduled fetch and enter the Shopping feed link you copied from Klaviyo.
  2. Set the fetch schedule to daily. Klaviyo recommends a daily sync.
  3. Leave the Username and Password fields blank.
  4. Finish submitting the data source, then follow Google’s instructions to review the processing results and address any errors.

It can take up to a month for Google to review the feed, and new reviews will not be visible in Google Shopping until they approve it. Respond to any emails from Google in a timely manner to expedite the process.

What happens to my existing reviews on Google Shopping?

Previously submitted reviews are subject to Google’s display rules during migration. Coordinate the switch with Google and your previous reviews provider: Google requires regular feed updates and does not allow the same review in multiple feeds. Uninterrupted display is not guaranteed.

Outcome

After Google approves and processes your feed, eligible product reviews can appear in Google Shopping. Google filters reviews for accuracy and relevance, so submitting a feed does not guarantee they will display. Seeing these reviews across platforms can lend validity to your brand’s image and encourage traffic to your store from browsers who otherwise might not have found you.

Additional resources

Learn why review requests feature a single item, how an item is selected from an order to be reviewed, how to request reviews for multiple products, and how you can adjust your review request settings. - Grow your business with Klaviyo's Google Ads integration

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