Google clarifies API key process for local inventory feeds

After months of merchant frustration over securing the required API key for website-reported local inventory feeds via Google Tag Manager, Google has now confirmed a straightforward process:

• Complete setup.
• Request validation through a form.
• Once approved, a Google agent provides the API key.

Why we care. This clarification makes it easier for merchants to implement local inventory feeds, stay compliant with Google’s policies, and bring in-store availability data into their Shopping presence faster.

What’s next. With this streamlined process, merchants can expect smoother onboarding and more reliable integration of local inventory into their campaigns.

First seen. This update was first spotted by Emmanuel Flossie, founder of FeedArmy.

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Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more. In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.