loyalty_points
The loyalty points earned by purchasing the item, used by channels that surface loyalty program participation as a value signal (e.g. 'Earn 250 points').
Also known as: points_earned
Channel support
| Channel | Status | Field name | Notes |
|---|---|---|---|
| Google Merchant Center | Optional | loyalty_points | — Docs → |
| Meta Commerce Manager | Not supported | — | — |
| TikTok Shop | Not supported | — | — |
| Pinterest Catalog | Not supported | — | — |
| Amazon | Not supported | — | — |
| Bing Merchant Center | Optional | loyalty_points | — |
Why it matters
Loyalty members convert at higher rates when point earnings are visible in placements. For retailers with mature loyalty programs, populating this field is one of the easier conversion wins.
For retailers with mature loyalty programmes, the points-earned visibility in placements lifts conversion among loyalty members measurably. The pattern: members see "Earn 250 points" on items in placements, which calibrates against their points balance and rewards goals — items that bring them closer to a redemption convert at higher rates.
The structured format `name:points_value:ratio` declares the programme details. `OurRewards:250:0.01` means 250 points worth £0.01 each (so £2.50 in redemption value). Channels surface the formatted points display informationally; they don't validate that points are actually earned.
The field is most useful for high-frequency-purchase categories (groceries, beauty, fashion-fast) where loyalty engagement is significant. For categories with low repeat purchase (furniture, electronics), the loyalty angle matters less because customers don't accumulate points across many transactions.
Format rules
-
Structured: name:points_value:ratio (e.g. 'OurRewards:250:0.01')
Applies to: Google Merchant Center, Bing Merchant Center
Valid examples
OurRewards:250:0.01 Earn 250 points worth £0.01 each = £2.50 in rewards value
FAQ
Do I need to be in a specific loyalty program to use this?
No — but you do need a defined points structure. Channels surface this informationally; they don't enforce or validate the points are actually earned.
Last reviewed: 26 May 2026
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