A product feed is a data file that contains complete information about the products in an online store: names, prices, descriptions, categories, availability, images and attributes. This data is sent automatically to advertising platforms, price comparison sites and marketing tools such as Google Merchant Center, the Meta catalog, Heureka or Glami.

A well-built product feed is the foundation of high-performing campaigns. It makes dynamic ads possible, shows current prices, updates availability automatically and keeps the displayed products as relevant as possible. As a result, the store can lower its cost per click and achieve a higher return on investment.

Feed optimization, which means improving titles, categories, structure and attributes, has a significant effect on campaign performance and overall sales. For a growing store, a product feed is therefore an essential tool of effective marketing.