- Have reviews on your webshop, but no stars in Google Shopping
- Running Shopping ads or Performance Max and want to display the stars
- Want to know what Google requires and what you need to do
- Want to know why the stars don't always show
A review on your own product page is not a review on Google. Google uses a separate review feed that you or a review app must submit, and you must sign up for the Product Ratings program.
The stars appear as 1 to 5 stars along with the total number of reviews in Shopping ads and free product listings. The star rating is the aggregate rating of the product from multiple sources.
We have tested stars in Google Shopping on several cases and have generally seen that they boost performance. They provide the customer with visible proof that others have purchased and are satisfied, right at the moment the decision is made.
- At least 50 reviews across all your products.
- Verified purchases. Reviews must come from customers who have made a purchase.
- Matching product identifiers. Use GTIN (barcode) for your products. Alternatively, brand and MPN can be used. They must be identical in your product feed and your review feed. If they do not match, Google cannot link the reviews to the products.
- All your reviews. You must share all of them, including those with low star ratings.
- An updated feed. Send the entire review feed at least once a month.
- Your own reviews. They must be collected by you, either directly or through an approved aggregator.
There are two paths:
- A review app that is on Google's list. The app collects the reviews and creates a feed that you send to Google.
- Your own feed. You sign up for the program and upload your own review feed in Merchant Center.
Choose the one that fits how you collect reviews today. Here is how you proceed:
- Install a review app on Shopify, and collect reviews. The app typically sends a request approximately 5-10 days after the purchase.
- Let it run for about 2-4 weeks, until you have at least 50 reviews before you send anything to Google.
- Check your products. All products must have a GTIN/barcode filled out in Shopify.
- Get the review feed from the app. It is a link to an XML file.
- Add the feed to Merchant Center as a product review source and fill out the registration form: store name (this must match the one in Merchant Center), Merchant Center ID, website URL, company name, and support email.
- Submit the form and await approval. Google reviews it manually. In our experience, this takes approximately 2-4 weeks.
Even after approval, stars are not guaranteed. Google filters reviews for accuracy and relevance, so they do not always appear in Shopping ads. Check:
- The product identifiers. Differences between the product feed and the review feed are one of the most common causes.
- The number of reviews. If you drop below 50, the stars may disappear.
- The age of the feed. If it has been more than a month since you submitted the full feed, you may lose approval.
- The approval. If you are still in the application process, the stars are not live yet.
Product ratings are the stars shown under individual products. Seller ratings are stars for the entire store. They are two different programs. For seller ratings in paid ads, the store must have an overall rating of at least 3.5 stars. Both help build trust, but the ones you get from a product review feed are the product ratings.
DVISIONMEDIA's approach
We set up stars as part of our Google Ads work. We ensure the brand has enough reviews and GTINs on their products before the feed is sent, that the registration is filled out correctly, and that the feed is kept up to date. We also explain to the brand that approval takes time, so no one is surprised. This is part of the approach we build into our work with Google Adsand throughE-COM OS. Also, read about how we structure Shopping campaigns in Performance Max Structure.
1. Why aren't my reviews showing up in Google Shopping?
Because reviews on your webshop do not automatically transfer to Google. Google requires a separate review feed and approval in the Product Ratings program.
2. How many reviews do I need to get stars?
At least 50 reviews across all your products.
3. How long does the approval process take?
In our experience, about 2-4 weeks, because Google reviews the registration manually. Google does not provide a specific timeframe themselves.
4. Why have my stars disappeared?
This could be because the product identifiers do not match, you have dropped below 50 reviews, or you haven't submitted the full feed within the last month. Google also filters reviews, so stars are not always displayed.
5. What is the difference between product ratings and seller ratings?
Product ratings are the stars under an individual product. Seller ratings are stars for the entire store and are a separate program.




















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