link
The product page URL on your site — where the user lands when they click your ad or listing. Channels validate that the URL is crawlable and that the page they reach actually matches the feed listing.
Also known as: url , product_url , landing_page
Channel support
| Channel | Status | Field name | Notes |
|---|---|---|---|
| Google Merchant Center | Required | link | — Docs → |
| Meta Commerce Manager | Required | link | — |
| TikTok Shop | Required | url | — |
| Pinterest Catalog | Required | link | — |
| Amazon | Not supported | — | Amazon listings stay on Amazon — no external link. |
| Bing Merchant Center | Required | link | — |
Why it matters
Link is the bridge from feed to checkout. A broken link kills the ad before the bid completes. A working link to the wrong product breaks trust and can trigger 'mismatched value' issues across price, availability, and image.
Link is the bridge from feed to checkout. Everything in the catalog is downstream of that URL working. When the link returns 404, redirects to a non-product page, fails Googlebot's crawl, or geo-blocks the crawler's IP, the item can't serve regardless of how perfect the rest of the catalog data is.
The most common operational failures: URLs that work in browser but fail for Googlebot (often a JavaScript-rendering issue where the product content needs JS to load), URLs that 301 to the homepage when products are removed (cleaner to 404 and let the feed remove the item), URLs that include tracking parameters which don't resolve properly. Each of these makes the catalog look healthy in the UI but quietly underperforms in production.
The strategic point about link is that it determines what Google sees on landing-page recrawls. The page Google fetches at this URL needs to match the feed's price, availability, and product information — mismatches trigger separate issues that compound. Treating link as "the URL we send users to" rather than "the URL Google verifies the catalog against" is the framing that catches problems before they cascade.
Format rules
-
HTTPS only — HTTP links are rejected
Applies to: Google Merchant Center, Meta Commerce Manager, TikTok Shop, Pinterest Catalog, Bing Merchant Center
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Must resolve to a working product page (no 404s, no redirects to non-product pages)
Applies to: Google Merchant Center, Meta Commerce Manager, TikTok Shop, Pinterest Catalog, Bing Merchant Center
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Must not be blocked by robots.txt
Applies to: Google Merchant Center, Meta Commerce Manager, TikTok Shop, Pinterest Catalog, Bing Merchant Center
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Tracking parameters allowed but must resolve to the right page
Applies to: Google Merchant Center, Meta Commerce Manager, TikTok Shop, Pinterest Catalog, Bing Merchant Center
Valid examples
https://store.example.com/products/blue-dress-medium Clean product URL
https://store.example.com/products/blue-dress?utm_source=feed With tracking params (acceptable as long as the page loads)
Common mistakes
http://store.example.com/products/blue-dress HTTP — rejected
https://store.example.com/ Homepage instead of product page
https://store.example.com/products/red-dress Link to a different product than the listing represents
Related fields
id The unique identifier for a product in your feed. Every other field hangs off this one — it's how channels track, match, and report on individual SKUs.
Read moreprice The product's standard selling price including the currency code. The single field every shopping channel reads first — wrong prices, wrong currency, or mismatches against the landing page break delivery outright.
Read moreCommon issues involving this field
Related tools
FAQ
Can I use a single landing page for variants?
Yes, but link should jump to the specific variant via URL fragment (#variant=medium-blue) or query parameter. Pointing all variants at the same generic page reduces conversion noticeably.
Do tracking parameters affect crawlability?
Not if they resolve. Channels crawl the URL with the parameters and check the destination loads. Avoid parameters that require sessions or cookies to resolve — those break Googlebot.
What about geographic redirects?
Don't auto-redirect based on visitor IP. Googlebot crawls from US IPs without locale headers; if your link redirects US visitors away from the listing, the URL fails validation.
Last reviewed: 26 May 2026
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