Merchant Center Checklist
Misrepresentation checklist
Thirteen zones. The detailed 144 points are one page away.
Use this as the map. Google does not publish a numbered misrepresentation checklist. Ours has 144 points in 13 zones, from the catalog and the legal identity through the feed and the moment you ask for a review. This page says what each zone is for. The boxes you can tick are on the free checklist.
Walk the zones in this order
- Catalog and identity. Can a stranger see one business, with one name and one address?
- Required pages. Contact, shipping, returns and privacy are linked in the footer and written for this store.
- Product page and feed. Price, availability, identifiers and the URL agree.
- Merchant Center settings. Shipping, returns, tax and the store name match the site.
- Patterns that mislead. Countdown timers, reviews and badges you cannot stand behind.
- The request. You document what changed, and you do not open a second account.
What “done” means on a line
A line is done when the same fact appears everywhere a shopper or Google can look. A returns window of 30 days on the site and 14 days in Merchant Center is not done. A GTIN you invented to clear an error is not done.
Questions people ask
How many points does Google check?
Google does not publish this list. We review 144 points on Shopify stores. The official rules are the Shopping policies and the product data specification.
Should I tick every box before I appeal?
You should be able to explain every empty box. An appeal that ignores a whole zone, such as returns, tends to come back with the same issue name.
Where is the tick-list?
On the [free checklist](/free-audit/). Marks stay in your browser.
Google’s own pages