Why is my Google Shopping unit price wrong?
Direct answerSubmit how much is in the package, and the amount the price should be compared against. Google’s unit pricing measure attribute, reviewed October 30, 2026, turns a 3 USD price, a measure of 150 fl oz, and a base of 100 fl oz into 2 USD per 100 fl oz. A missing denominator is why the unit price looks wrong.
When it is required
Google recommends the attribute when shoppers care about the price per unit, and names hardware, office supplies, food, beverages, flooring, business cards, and perfume as products that often use it. Certain products on Shopping ads and free listings in the EU, EFTA countries, the United Kingdom, Australia, and New Zealand must show a unit price under local regulations, and those products require this attribute. That requirement covers products sold by weight, volume, length, and area. The page does not print a longer country-by-country statute list.
A product that misses the minimum requirements is disapproved. Submit a positive number and a unit. Use at most two digits after the decimal. Google rounds 1.0234 to 1.02 and 29.8999 to 29.90. The price still has to be a value the target currency can represent. The product price itself is the price attribute.
The units Google names
- Weight: oz, lb, mg, g, kg.
- US volume: floz, pt, qt, gal.
- Metric volume: ml, cl, l, cbm.
- Length: in, ft, yd, cm, m.
- Area: sqft, sqm.
- Count: ct. Sheet and item are only available in New Zealand and Australia. Google’s paper-towel example is 480 sheet compared with 100 sheet.
For the UK, submit metric. Google says those imperial codes are read as US units. A manufacturer pack that you did not group yourself uses this field for the count inside the pack, not the multipack attribute. Different sizes of the same product are separate rows with one item group ID. Do not submit this attribute together with an energy efficiency class.
This attribute page does not print a 7-day suspension warning.
Sources
Reviewed October 30, 2026. Policies change. This is not legal advice.
Frequently asked questions
I sell 125 ml of perfume. What do I submit?
Google’s example uses 125 ml as the unit pricing measure and 100 ml as the unit pricing base measure. At 19.90 EUR, the displayed price is 15.92 EUR per 100 ml. The measure is what is in the package. The base measure is the denominator shoppers compare.
Can I send fluid ounces to the UK?
Google says UK products should use metric values. It says imperial units such as fl, oz, pt, qt, and gal are read as US imperial units, which are not the UK imperial units.
Can the same product show a unit price and an energy class?
No. Submit one or the other. If both are present, Google shows only the energy efficiency class.
Check the pack size against the price
LaunchGuarding can scan the landing page for a size the unit price is about to misstate.