unit_pricing_measure
The size or measure that price applies to — for example, 750ml for a wine, 100g for a chocolate bar. Required in some EU regions for retail comparability.
Also known as: unit_size
Channel support
| Channel | Status | Field name | Notes |
|---|---|---|---|
| Google Merchant Center | Conditional | unit_pricing_measure | — Docs → |
| Meta Commerce Manager | Conditional | unit_pricing_measure | — |
| TikTok Shop | Not supported | — | — |
| Pinterest Catalog | Optional | unit_pricing_measure | — |
| Amazon | Optional | unit_count | — |
| Bing Merchant Center | Conditional | unit_pricing_measure | — |
Why it matters
EU consumer protection law requires per-unit pricing on many product categories. Without unit_pricing_measure (and unit_pricing_base_measure for comparison), products in regulated categories get blocked from EU Shopping placements.
EU consumer protection law requires per-unit pricing on many product categories so consumers can compare across pack sizes. A 750ml wine bottle priced at £15 vs a 1.5L bottle priced at £25 — the per-unit comparison favours the larger bottle. Without unit_pricing_measure, channels can't surface that comparison, and EU regulation requires the comparison to be visible.
The fields work as a pair: unit_pricing_measure declares the item's actual size (`750ml`, `1.5kg`, `12 ct`), unit_pricing_base_measure declares the comparison standard (`100ml`, `1kg`, `1 ct`). Channels compute the per-base-unit price and display it for comparison. Without both, the display doesn't happen.
The categories where this matters: groceries, beverages (alcohol especially), cleaning products, personal care, supplements. UK has substantially similar requirements; Australia and Canada have partial requirements. For multi-market catalogs, populate universally rather than per-market — the overhead is rounding error.
Format rules
-
Numeric value + unit (e.g. '750ml', '1.5kg', '12 ct')
Applies to: Google Merchant Center, Meta Commerce Manager, Pinterest Catalog, Bing Merchant Center
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Standard units: ml, l, g, kg, m, cm, m2, ct, sqm
Applies to: Google Merchant Center, Meta Commerce Manager, Pinterest Catalog, Bing Merchant Center
-
Decimal separator is period — '1.5' not '1,5'
Applies to: Google Merchant Center, Meta Commerce Manager, Pinterest Catalog, Bing Merchant Center
Valid examples
750ml Standard wine bottle
1.5kg Bag of flour
12 ct Pack of 12 items
Common mistakes
1,5kg Comma decimal — must be period
Related fields
price 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 moregoogle_product_category Assigns each product to a node in Google's predefined product taxonomy — ~6,000 hierarchical categories covering all major retail verticals. The single most consequential categorisation field in any modern feed.
Read moreFAQ
Do I need this outside the EU?
Generally not — but some other markets are introducing similar requirements. UK already mirrors EU rules on unit pricing for groceries. Australia and Canada have partial requirements.
Last reviewed: 26 May 2026
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