# Merchant Center & Google Ads Glossary: Terms Explained

> Plain-English definitions of the Google Merchant Center and Google Ads terms behind suspensions, disapprovals, reviews and appeals, with links to full guides.

Web page: https://www.certanza.app/guides/glossary

# Merchant Center and Google Ads glossary

Suspension emails and Merchant Center screens use words most shop owners have never needed before. Here they are in plain English, grouped by topic, each linked to the guide that explains it in full.

Reference · updated 30 October 2026 · 7 minute read

## The short version

- A disapproval affects one product. A suspension affects the whole account.
- Google gives a warning period for most issues, but not for the most serious ones.
- Merchant Center asks you to request a review. Google Ads calls it an appeal.
- Most website problems come down to policy pages, matching business details (NAP) and prices that agree everywhere.

## Key numbers

- **34**: terms explained on this page
- **4**: topics: suspensions, reviews, product data and your website
- **7 days**: minimum warning before most website policy suspensions
- **14 days**: UK and EU right to cancel most online orders

## Suspensions and policies

| Term | What it means |
| --- | --- |
| Account suspension | Google stops every product in a Merchant Center account, or every ad in a Google Ads account, from showing until the problem is fixed and a review succeeds. See [Merchant Center suspended](https://www.certanza.app/guides/merchant-center-suspended) and [Google Ads suspended](https://www.certanza.app/guides/google-ads-suspended). |
| Warning period | Time Google gives you to fix an issue before it suspends the account. For most website policy issues it's at least 7 days. Google's help pages describe 28 days for some product data quality problems. The most serious violations get no warning. |
| Egregious violation | A policy breach Google treats as so serious it suspends without warning, such as unacceptable business practices or circumventing systems. See [suspension messages decoded](https://www.certanza.app/guides/suspension-messages-explained). |
| Misrepresentation | Google's policy against hiding or misstating information shoppers need to decide whether to buy: who you are, what things cost, delivery and returns terms, and whether claims are true. See [Merchant Center misrepresentation](https://www.certanza.app/guides/merchant-center-misrepresentation). |
| Unacceptable business practices | A Google Ads policy covering scams and deceptive businesses, including hiding who runs the business or impersonating others. See [unacceptable business practices](https://www.certanza.app/guides/unacceptable-business-practices). |
| Circumventing systems | Trying to get round Google's reviews or a past suspension, for example opening a new account after a suspension or showing Google different content from shoppers. See [circumventing systems](https://www.certanza.app/guides/circumventing-systems). |
| Linked account suspension | A suspension because an account is connected to another suspended account, for example through shared users, payment details or a website. |
| Website needs improvement | A Merchant Center account issue meaning Google found your site incomplete or hard to trust: missing policies, placeholder text, a checkout that doesn't work. See [website needs improvement](https://www.certanza.app/guides/merchant-center-website-needs-improvement). |


## Reviews, appeals and verification

| Term | What it means |
| --- | --- |
| Request review | Asking Google to look again after you've fixed an issue. In Merchant Center you choose whether you fixed it or disagree with it. See [review rejected](https://www.certanza.app/guides/merchant-center-review-rejected). |
| Appeal | The Google Ads word for asking Google to reverse a suspension. Your appeal should explain what you fixed. See [appeal letter examples](https://www.certanza.app/guides/appeal-letter-examples). |
| Website check | A quicker review of individual disapproved products after you fix them. Google says it can take up to 12 hours. See [product disapprovals](https://www.certanza.app/guides/merchant-center-product-disapprovals). |
| Cool-down | A waiting period before you can request another review, which Google can add after unsuccessful requests. It can get longer each time, so fix everything before you ask. |
| Advertiser verification | Google Ads' check that you are who you say you are, usually with ID or business documents. Ads can stop if it isn't completed in time. |
| Business identity verification | Merchant Center's check of your business details. It needs your name, address and phone number to match what your website and documents show. |


## Products and product data

| Term | What it means |
| --- | --- |
| Product disapproval | Google stops one product showing because of a problem with it, such as a price that doesn't match your page. See [product disapprovals](https://www.certanza.app/guides/merchant-center-product-disapprovals). |
| Product data (feed) | The list of products, prices, stock and details you send to Merchant Center, by file, app or automatic import from your shop. |
| Needs attention | The tab in Merchant Center's Products section that lists every issue and the products it affects. |
| GTIN | A product's barcode number (such as an EAN or UPC). Google uses it to match products to searches. Handmade and one-of-a-kind items without one can be marked as having none. |
| MPN | Manufacturer part number. Used with the brand when a product has no barcode. |
| Identifier exists | A product data setting that tells Google a product has no barcode or part number, for custom, handmade or vintage items. |
| Price mismatch | When the price in your product data differs from the price on your product page. Google says repeated mismatches can lead to a suspension. |
| Automatic item updates | A Merchant Center setting that lets Google update prices and stock from your website when they don't match your product data. |
| Preemptive item disapproval | Google disapproving items in advance because it has found repeated price or availability mismatches. |
| Free listings | Products shown on Google Shopping for free, from the same Merchant Center data as Shopping ads. |
| Shopping ads | Paid product ads with an image and price, run from Google Ads using your Merchant Center product data. |
| Merchant Center Next | Google's newer version of Merchant Center. Some issues have new names in it, such as "Product page unavailable" for what used to be "Unavailable landing page". |


## Your website

| Term | What it means |
| --- | --- |
| Landing page | The page someone arrives on after clicking your ad or listing. For a product, it's that product's page. |
| Destination requirements | Google's rules that the page an ad sends people to must work, load properly and match the ad. |
| Policy pages | Your returns or refund policy, delivery or shipping policy, privacy policy and terms. Google's reviewers look for them, linked from every page. |
| NAP | Name, address and phone number. Google expects your business's NAP to be the same on your website and in your Merchant Center and Google Ads accounts. |
| Structured data | Hidden code on a page (often called schema or JSON-LD) that describes the product, its price and stock for search engines. Google compares it with what shoppers see. |
| Placeholder content | Template or unfinished text left on a site, such as "Lorem ipsum" or "[Your company name]". Google treats it as a sign the site isn't ready. |
| Website claiming | Proving in Merchant Center that you own your website, so your account can sell from it. Only one account can claim a website. |
| Cooling-off period | In the UK and EU, the legal right for online shoppers to cancel most orders within 14 days. Returns policies that say otherwise can be treated as misleading. |


## Common questions

### What's the difference between a suspension and a disapproval?

A disapproval stops one product showing. A suspension stops your whole Merchant Center or Google Ads account. Too many disapprovals for price or stock mismatches can lead to a suspension.

### Is a review the same as an appeal?

Nearly. Merchant Center calls it requesting a review; Google Ads calls it an appeal. Both ask Google to look again, and both work best once every problem is fixed.

### What does NAP mean?

Name, address and phone number. Google expects your business's details to match on your website and in your Google accounts.

## Sources

- [Google Merchant Center: Misrepresentation policy](https://support.google.com/merchants/answer/6150127)
- [Google Merchant Center: Request a review of your issues](https://support.google.com/merchants/answer/13585221)
- [Google Merchant Center: Linked account suspensions](https://support.google.com/merchants/answer/13030286)
- [Google Merchant Center: How to fix: Missing or incorrect GTIN](https://support.google.com/merchants/answer/6098295)
- [Google Ads: Account suspensions overview](https://support.google.com/google-ads/answer/9841640)

Check your own website for these problems with a free scan: https://www.certanza.app/

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Certanza is an independent tool and is not affiliated with Google. Reports are not legal advice and can't guarantee approval.
Site guide for AI assistants: https://www.certanza.app/llms.txt