Shopify - Google Feed Migration: Why Your Feed Rules Might Vanish Overnight

Last month, we wrote about Google Merchant Center’s 2025 updates and at the time, there was no sign that platforms had started replacing the Content API feeds yet.

Fast forward just a few weeks, and we’re already seeing Shopify merchants caught in the middle of a major shift, one that could quietly break your feed rules right before peak season (or even during it).

No formal announcement. No developer note. No “heads up” email.Just Shopify merchants suddenly realising that titles have reverted, supplemental feeds have stopped working, and all those carefully built feed rules have stopped applying overnight, not because they’ve vanished, but because they’re tied to the old feed.

Feed rules live at feed level, not account level. So when your Content API feed becomes inactive and a new Shopify App API or Merchant API feed takes over, those rules simply don’t connect to the new source.

Here’s what’s happening, why it matters, and what you need to do now before it hits your account.

The Short Version

Google announced earlier this year that the Content API for Shopping will sunset on 18 August 2026, replaced by the new Merchant API. At the time, there was no clear timeline for when third-party platforms like Shopify would begin transitioning.

And yet, less than a month later, we’re already seeing the first signs of that migration in action. Across forums (and even in one of my own accounts), I’ve spotted signs that Shopify merchants are being quietly moved over. Product titles reverting. Feed rules no longer applying. Supplemental feeds no longer linking.

No warning. No real announcement. Just a new data source quietly appearing in Merchant Center labelled 'Shopify App API' and the source stating 'Merchant API', replacing your old “Content API” connection.

And because feed rules are tied to that specific feed ID, not your account, when that feed switches, your rules don’t migrate with it.

What’s Actually Changing

This isn’t about Merchant Center Next. That’s old news. What’s happening now is a data source swap inside the Merchant Center.

Your current setup probably looks something like this:

Primary feed: “Content API” (connected through the Google & YouTube app in Shopify)

Feed rules: your logic for title amendments, brand mappings, missing attributes, custom labels

Supplemental feeds: extra additional attributes layered on top.

When Shopify switches you over to its new API connection, your “Content API” feed becomes inactive. A new one stating "Merchant API" source takes over as your primary feed.

The problem? Feed rules and supplemental feeds are both tied to that original feed ID. Once the feed changes, those relationships are broken, meaning your rules stop applying and your supplemental feeds stop enriching your data.

How to Tell It’s Happening to You

If you’ve noticed product titles reverting, missing custom labels, or your supplemental feed mysteriously stopping, chances are your feed has already flipped.

You can confirm by heading to Products > Feeds > Data Sources in the Merchant Center. If your “Content API” feed is inactive and a new one has appeared (Source: 'Merchant API'), you’ve been migrated.

Google hasn’t said who’s being switched first, but Shopify merchants are clearly the first in line.

Was There Any Communication?

Not really.

Google’s public communication so far only confirms the sunset date (18 August 2026) and that the Merchant API is now generally available.Shopify hasn’t issued a public statement, developer blog, or support notice confirming any automatic migration, nor any timeline for completion.

So, what we’re likely seeing is a phased rollout, happening quietly in the background.And yes, it could absolutely continue through Q4, right into peak season.

If you’re wondering whether your feed could change mid-Black-Friday… unfortunately, the answer is yes.

What You Should Do Right Now

If you rely on feed rules, supplemental feeds, or manual edits inside Merchant Center, take action before your feed flips.

Here’s where to start:

1. Keep an eye on your feeds. Check Products > Feeds > Data Sources regularly.

   If your “Content API” feed disappears or becomes inactive and a new feed appears stating 'Merchant API' source, that’s your signal you’ve been migrated.

2. Download your live feed. Export it (or pull it via the API) so you have a full backup of your current product data. Keep it somewhere safe, this will be your reference when rebuilding.

3. Do a little housekeeping. Use this as your moment to tidy up. Review old feed rules, missing categories, or messy product types. Some merchants haven’t touched their feed logic in years, this is your chance to refresh and streamline before the migration.

4. After the switch. Rebuild your feed rules and reconnect your supplemental feeds.

   Don’t just copy everything over blindly, review which rules are still relevant. You might not need every custom label or title edit anymore, especially if your product data has improved since the original setup.

   
   

5. Review any manual edits. If you’ve made direct edits in Merchant Center (like adjusting a price, title, or attribute manually), those should carry over as long as your product IDs remain the same.Still, it’s worth reviewing them, sometimes there are old fixes or overrides you may now want to remove.

6. Monitor data quality closely. Once you’re live on the new feed, keep a close eye on disapprovals, item counts, and attribute consistency. Look for subtle issues like missing colour/size variants or titles that look “off”, especially with Q4 campaigns running.

Why This Matters

This migration is more than just an API update, it changes how your product data flows, and ultimately how your products appear across Google Shopping and Performance Max.

If your feed rules stop applying, you lose control over how your brand appears, how your products are categorised, and any logic you've built is applied. In other words: your performance and consistency take the hit. And because there’s no formal migration timeline or alert system, the only way to protect your data is to be proactive.

🔹 Final Thoughts

When we said last month there was “no visible rollout yet,” that was true. But in classic Google fashion, the wheels were already turning.

Now, with Shopify feeds slowly switching to the new Merchant API (And others platforms to follow), we’re seeing the first real signs of the Content API being phased out, and it’s happening faster than anyone expected.

If your feed still says “Content API,” take this as your warning:

• document everything,

• back it up,

• clean it up,

• and be ready to rebuild your rules and reconnect your supplemental feeds at short notice.

Because when the switch happens, and it will, you'll want to be one of the merchants who saw it coming.

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4M Digital is a paid media consultancy specialising in Google Ads, Microsoft Ads, and Paid Social campaigns. With over 15 years of expertise, we help businesses unlock the full potential of their digital advertising strategies through tailored management, audits, and training.