excluded_destination
Tells channels to exclude the item from specific surface destinations — for example, excluding an item from Shopping ads while still using it for free listings. Lets you control product distribution at the surface level.
Also known as: disable_destination
Channel support
| Channel | Status | Field name | Notes |
|---|---|---|---|
| Google Merchant Center | Optional | excluded_destination | — Docs → |
| Meta Commerce Manager | Optional | excluded_destination | — |
| TikTok Shop | Not supported | — | — |
| Pinterest Catalog | Not supported | — | — |
| Amazon | Not supported | — | — |
| Bing Merchant Center | Optional | excluded_destination | — |
Why it matters
Without surface-level control, items appear everywhere the catalog is enabled. Useful when an item should be in free listings (for organic discovery) but not paid Shopping ads (because it's loss-leading), or vice versa.
Surface-level distribution control is what excluded_destination provides. The catalog gets indexed across all enabled Google product surfaces by default — Shopping ads, Free listings, Display ads, Local Inventory ads. excluded_destination per-item removes the item from specific surfaces while keeping it in others. Useful when a loss-leader should appear in Free Listings for organic discovery but not in paid Shopping ads where it can't profitably bid.
The pairing with included_destination (which explicitly lists allowed surfaces) gives finer control. If an item should appear in Free Listings only, set included_destination: Free_listings and the item is gated to that surface alone. Most catalogs don't need either field — default surface eligibility works fine. The fields are for accounts with specific surface-level strategies.
The strategic question: if you're using excluded_destination heavily, that's usually a signal that the catalog has items that don't belong on the channel rather than items that need surface-level gating. Cleaner to remove the items from the catalog entirely than to gate them across multiple surfaces.
Format rules
-
One value per attribute — repeat the attribute for multiple exclusions
Applies to: Google Merchant Center, Bing Merchant Center
-
Valid values: Shopping_ads, Free_listings, Display_ads, Local_inventory_ads
Applies to: Google Merchant Center
Valid examples
Shopping_ads Item won't appear in paid Shopping ads but still in free listings
Display_ads Excluded from remarketing/display campaigns
Common mistakes
all Use specific surface values, not 'all' or 'none'
Related fields
included_destination Explicit list of destinations the item should appear in. Useful when an item is excluded by default but should serve in specific surfaces.
Read moreshopping_ads_excluded_country List of countries to exclude from Shopping ads delivery for this item. Use when you can't ship or sell to specific regions while keeping the listing live for others.
Read moreFAQ
Difference between excluded_destination and noindex?
excluded_destination is at the channel-surface level — controls which Google product surfaces serve the item. noindex is at the search-engine level — controls whether the landing page itself is indexed. They're complementary.
Last reviewed: 26 May 2026
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