Instagram Marketplace Feed Specifications

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Instagram is a free photo and video-sharing social networking service. Brands use it to visually inspire and help audiences discover, browse and purchase products.

In 2019 Instagram launched its new marketplace. Learn more here

How to get set-up on Instagram

-The first step is to create an Instagram account.
-Set up a free business profile.
-Once you’ve created your account, you’ll need to setup your product catalog. A product catalog is a structured data file with a list of inventory you want to advertise in different ways, within the Facebook family of apps.

Supported Feed Formats

Provide the product feed in one of these formats:

 

Feed Format

Description & Guidelines

Sample Feed

CSV

Comma-separated value.

·        The first row specifies the column header. Subsequent rows supply the corresponding values for each route.

·        Fields containing whitespace or commas should be enclosed in “double quotes”. A double quote inside a double-quoted field must be escaped with two consecutive double quotes. Example: “Join our “”Royal”” membership program”.

·        Nested or multi-value fields, such as image, can be represented using JSON-encoded values or by a set of “flattened” plain-text columns labeled using JSON-path syntax. Example: image[0].url, image[0].tag[0], image[0].tag[1])

·        Both conventions can be used interchangeably in the same file.

Download > Right-click > Save Link As

TSV

Tab-separated value. See guidelines for CSV.

Download > Right-click > Save Link As

RSS XML

A root XML node encloses a set of nodes, each of which represents a route. The file must begin with the declaration tag. The format is typically generated by automated feed provider systems or web servers. A set of item XML nodes represents a product list and must begin with the <?xml declaration tag.

Download > Right-click > Save Link As

ATOM XML

Format typically generated by automated feed provider systems or web servers. A set of item XML nodes represents a product list and must begin with the <?xml declaration tag.

Download > Right-click > Save Link As

 

Required Fields – Catalog

Provide all column names in English.

 

Name

Type

Description

id

string

Unique ID for item. Can be a variant for a product. If you can, use the product’s existing SKU. If there are multiple instances of the same ID, we ignore all instances. This maps to retailer_id after the product is imported. Max characters: 100

 

Example: FB_product_0001

availability

string

Product’s current availability. If item in stock, use one of these accepted values:

·        in stock – Item ships immediately

·        out of stock – No plan to restock

·        preorder – Available in future

·        available for order – Ships in 1-2 weeks

·        discontinued – Discontinued

Example: in stock

condition

string

Product’s current condition: new, refurbished, or used. Example: new

description

string

Short text describing product. Don’t include promotional text or any links. Don’t enter text in all capital letters. Use line breaks or italics to format your description. Max size: 5000

Example: A vibrant crewneck for all shapes and sizes. Made from 100% cotton.

image_link

string

Link to item image used in the ad. Provide proper image sizes.

 

For square (1:1) aspect ratios in the carousel ad format – Your image should be 600x600. For single-image, dynamic ads – The min image resolution requirement is 1200x630. The min aspect ratio requirement is 4:5 and the maximum aspect ratio requirement is 1:91:1. If the image is outside this aspect ratio, Facebook crops it to be closest to either the minimum aspect ratio or the maximum aspect ratio depending on its original aspect ratio.

 

For carousel image, dynamic ads – The minimum image resolution requirement is 500px * 500px, and Facebook crops it to a 1:1 aspect ratio.

Example: https://www.facebook.com/t_shirt_image_001.jpg

link

string

URL link to merchant’s site (website landing page) where you can purchase the product or learn more about the item.

Example: https://www.facebook.com/t_shirt

title

string

Product title that’s relevant and specific to each product. Include keywords and variants, such as brand names, product areas, attributes, or condition. Max size: 150

Example: Blue Facebook T-Shirt (Unisex)

price

string

Cost and currency of item. Format price as the cost, followed by the ISO currency code, with a space between cost and currency.

Example: 9.99 USD, 25.00 EUR

gtin

string

Product’s Global Trade Item Number (GTINs). Exclude dashes and spaces. Submit only valid GTINs as defined by the GTIN validation buide. Supported values are UPC (North America, 12 digits), EAN (Europe, 13 digits), JAN (Japan, 8 or 13 digits), ISBN (books, 13 digits). Required for all new products with a GTIN assigned by the manufacturer.

Example: 4011200296908

mpn

string

Product’s unique manufacturer part number. Max characters: 100. Example: 100020003

brand

string

Product’s brand name. **Required if no manufacturer assigned gtin. Max characters: 100

Example: Facebook

Required Fields – Inventory Management

Inventory should be uploaded to Facebook using a catalog. For each catalog, a product feed should be provided in one of the supported formats (CSV, TSV, RSS XML, ATOM XML).

Each item in the product feed supports the following attributes.

 

Name

Type

Description

id

string

Required. Unique ID for item. Can be a variant for a product. If there are multiple instances of the same ID, we ignore all instances. This maps to retailer_id after the product is imported.

gtin

string

Global Trade Item Number (GTINs); can include UPC, EAN, JAN, and ISBN. Required for all new products with a GTIN assigned by manufacturer.

mpn

string

Unique manufacturer ID for product. Required if no manufacturer assigned gtin. Daily Deals inventory must also include brand if mpn is provided.

brand

string

Name of the brand. Required if no manufacturer assigned gtin. Daily Deals inventory must also include mpn if brand is provided.

title

string

Required. Title of item.

description

string

Required. Short text describing product. Use plain text(without HTML tags) for this field. If you want to support HTML, please use rich_text_description field.

rich_text_description

string

Optional. Rich text (HTML) description for product. Supported tags include <b>, <i>, <em>, <strong>, <header>. Includes all Header tags (<h1> thru <h6>), <br>, <p>, <ul>, and <li>. If this field is provided, we use it instead of description, however, the descriptionfield is still required because it’s a fallback.

link

string

Required. Link to item on the merchant’s website. Provide a graceful fallback if you do not have a product URL (e.g. link to the merchant’s Facebook page).

mobile_link

string

Optional. Link to mobile-optimized page for item on the merchant’s website.

image_link

string

Required URL of product image.

additional_image_link

string

Optional. You can include up to 10 additional images; provide them as comma-separated URLs.

size

string

Required for variants with sizes. Size of product. Example: Small, Large. Numeric. Example: 8, 12.5, 23string.

color

string

Required for variants with colors. Color of item; example: Green, Mauve, Midnight Blue, and so on

gender

string

Required. Determine gender for sizing. Values include Female, Male, Unisex.

pattern

string

Required for variants with patterns. Pattern of product e.g. Flannel, Gingham, Polka dots, and so on.

inventory

integer

Optional. Your product is not buyable unless the inventory number is positive.. Number of inventory count of the product (quantity).

visibility

string

Optional. Toggle visibility on product. Options are published (default) or staging. Products that are in staging visibility are not shown to buyers, and are not available for product tagging on Instagram, nor for dynamic ads.

availability

string

Required. Determines whether item is in stock. Accepted values are:

·        in stock – Item ships immediately

·        out of stock – No plan to restock

·        preorder – Available in future

·        available for order – Ships in 1-2 weeks

·        discontinued – Discontinued

condition

string

**Required*. Product condition: new, refurbished, or used. Marketplace B2C products should mostly be new.

price

string

Required. Cost of item and currency. Currency should follow ISO 4217 currency codes, such as 9.99 USD.

return_policy_info

string

Optional. Product return policy info. Ex: {is_final_sale: “false”, return_policy_days: “30”}. For “final sale” status, use string {is_final_sale: “true”, return_policy_days: “0”}. Products that are “final sale” are not eligible for returns. Note: This is a limited availability feature. Please contact your Facebook representative to get whitelisted.

availability_date

date

Optional. For item with preorder availability, determines when the item is available. Date should follow the ISO‑8601(YYYY‑MM‑DD) format.

expiration_date

date

Optional. Product expiration. If the product is expired, it will not be shown on Facebook. This date should follow the ISO‑8601 (YYYY‑MM‑DD) format.

sale_price

string

Optional. Discounted price if the item is on sale. Currency should follow ISO 4217 currency codes such as 9.99 USD.

sale_price_effective_date

date

Optional. Start and end date and time for the sale, separated by slash 2014-11-01T12:00-0300/2014-12-01T00:00-0300.

google_product_category

string

Required. Predefined values (string or category ID) from Google’s product taxonomy. For example, Apparel & Accessories > Clothing > Dresses or 2271.

product_type

string

Optional. Retailer-defined category for product, e.g. Home & Garden > Kitchen & Dining > Appliances > Refrigerators.

item_group_id

string

Optional, Required for variants. For items that are variants of a product. Provide the same item_group_idfor all items that are variants. For example, Red Polo Shirt is a variant of Polo Shirt. We map this to retailer_product_group_id once we get your feed.

additional_variant_attribute

key-value pairs

Optional. Additional attributes that are not core attributes (size, color, gender, pattern, and so on). Do not use a core attribute as an additional attribute. Ex: Scent:Fruity,Flavor:Apple.

offer_price

string

Required for Daily Deals. Discounted price if the item is offered as a Daily Deal. Currency should follow the ISO 4217 standards. Specified as 9.99 USD. The offer_price field value must be lower than the pricefield value by at least 15%.

offer_price_effective_date

string as two ISO-8601 timestamps

Required for Daily Deals. Start and end date and time for the deal, separated by slash: 2018-06-01T12:00-0300/2018-12-01T00:00-0300.

Product Deep Links, Optional Fields

Provide deep links in Product Feed following the App Links specification. Deep link information in Product Feed takes precedence over any information Facebook collects with App Links metadata with our web crawler.

If you already have deep link information from App Links, you do not need to specify this data. Facebook uses information from App Links to display the correct deep link. To display deep links in your ads see Dynamic Ads, Ad Template.

Name

Description

Example

   

android_app_name

Name of app for display

Electronic Android

android_package

Fully-qualified package name for intent generation

com.electronic

android_url

Custom scheme for Android app as URL

android://electronic

ios_app_name

Name of app to display

Electronic iOS

ios_app_store_id

App ID for App Store

1234

ios_url

Custom scheme for iOS app as URL

ios://electronic

ipad_app_name

Name of app to display

Electronic iPad

ipad_app_store_id

App ID for App Store

9010

ipad_url

Custom scheme for iPhone app

ipad://electronic

iphone_url

Custom scheme for iPhone app as URL

iphone://electronic

iphone_app_store_id

App ID for App Store

5678

iphone_app_name

Name of app to display

Electronic iPhone

windows_phone_app_id

App ID, as a GUID, for app store

ee728e01-7727-4168-9c8f-85c7eef40112

windows_phone_app_name

Name of app for display

Electronic Windows

windows_phone_url

Custom scheme for Windows Phone app as URL

windows://electronic

For iOS, only provide iPhone or iPad app information if they are different from the general iOS app.

Use product group to group all product variants. Provide product group to identify products that are almost identical but have variations such as color, material, size or pattern. Groups make it easier to advertise additional colors, styles, or patterns for a particular product. All products in a product group share the same item_group_id. In dynamic ads, we pick only one item out of the group based on the signal we received from the pixel or app.

Optional Fields

Name

Type

Max Size

additional_image_link

string

You can include up to 20 additional images; provide them as comma-separated URLs.

age_group

string

Age group for product. Accepted values are newborn, infant, toddler, kids, adult.

color

string

Item color. Max size: 100

expiration_date

ISO‑8601 (YYYY‑MM‑DD)

Product expiration. If the product is expired, Facebook excludes it from all product sets and does not display it in ads.

gender

string

Options: male, female, unisex

item_group_id

string

Items that are variants of a product. Provide the same item_group_id for all items that are variants. For example, Red Polo Shirt is a variant of Polo Shirt. Facebook maps this to retailer_product_group_id once we get your feed. With dynamic ads, we pick only one item out of the group based on the signal we received from the pixel or app.

google_product_category

string

Predefined values (string or category ID) from Google’s product taxonomy. Max size: 250. Example:Apparel & Accessories > Clothing > Dresses or 2271

material

string

Material product is made of, such as leather, denim, cotton. Max size: 200

pattern

string

Pattern or graphic print on a product. Max size: 100

product_type

string

Retailer-defined category for product. Max size: 750.

Example: in TSV
Home & Garden > Kitchen & Dining > Appliances > Refrigerators

Example: in XML <product_type>Home & Garden > Kitchen & Dining > Appliances > Refrigerators</product_type>

sale_price

string

Discounted price if the item is on sale. Currency should be specified as the ISO 4217 currency code. Example: 9.99 USD

sale_price_effective_date

ISO‑8601 (YYYY‑MM‑DD)

Start and end date and time for the sale, separated by slash:

 

2014-11-01T12:00-0300/2014-12-01T00:00-0300

shipping

string

Blob with different prices for each country and region. Different regions are comma-separated. The format should be COUNTRY:STATE:SHIPPING_TYPE:PRICE.

Example:

US:CA:Ground:9.99 USD, US:NY:Air:15.99 USD

shipping_weight

string

Shipping weight of item. Acceptable units of weight: lb, oz, g, kg. Example: 3 lbs

size

string

Size of item. Example: Small or XL

custom_label_0

string

Optional. Additional information about item. Max size: 100

custom_label_1

string

Optional. Additional information about item. Max size: 100

custom_label_2

string

Optional. Additional information about item. Max size: 100

custom_label_3

string

Optional. Additional information about item. Max size: 100

custom_label_4

string

Optional. Additional information about item. Max size: 100

 

As you can see, setting up your Instagram Catalog Feed can be rather daunting.

Need help in optimizing your product catalog and getting it into Instagram? We can help!

The Feedonomics Experience

See how we can help your business today!

Find out why over 30% of the top 1,000 Internet Retailers choose Feedonomics.

Some Case Studies

Custom Products Client

Feedonomics helps custom art and apparel client increase revenue by 229% for millions of SKUs.

Auto Parts Client

Using Feedonomics, this auto part client increase ROAS by 299% by optimizing the product feed.

Flowers Client

Feedonomics helps flower client get a 3.7x increase in sales with optimization and expanding to multiple channels.