Google has quietly released a significant update to the Google Merchant Center (GMC) product data specification. The ability to submit the Handling Cutoff Time directly in your product feed.
While this attribute has existed for years inside the Google Merchant Center UI, it has never been available as a feed-level input, until now. This update allows merchants to gain much more granular control over delivery estimates and ensure Google surfaces accurate shipping expectations to users.A big thank you to Hannah, who first spotted this new attribute. She regularly shares Google Ads–related updates on LinkedIn, so make sure to follow her to stay informed.
What Is the Handling Cutoff Time?
The handling cutoff time tells Google the latest time of day a customer can place an order and still have it processed on the same business day.
Previously:
- You could only configure this inside GMC → Shipping & Returns → Delivery settings.
- It was not available at the product feed level.
Now, Google has introduced feed-level support using a set of shipping sub-attributes, giving merchants far more flexibility.
New Sub-Attributes Now Allowed in Data Feeds
The Handling Cutoff Time is implemented as a sub-attribute of the main shipping attribute. Google now supports:
- cutoff_time
Four-digit 24-hour time (e.g., 1500 for 3 PM).
- cutoff_time_zone
Define the specific time zone for the cutoff.
If omitted, Google uses the shipping destination’s time zone.
- country
CLDR territory/ISO-2 country code (e.g., US, GB, DE).
If omitted, it applies to all countries.
- disable_delivery_after_cutoff (true/false)
Controls visibility of next-day delivery after the cutoff has passed.
If set to true, next-day delivery will not appear once today’s cutoff time has expired.
These sub-attributes enable accurate, dynamic shipping logic, especially when delivery speed is a key factor in conversions.
Why You Should Implement This
I highly recommend that all merchants make use of these attributes.
Accurate delivery messages significantly influence CTR and buying decisions.
A simple one-day difference in Google’s estimated delivery window can mean the difference between:
- A user clicking your ad
vs.
- Choosing a competitor with faster delivery is shown in the Shopping results
If Google displays the wrong timeframe due to a missing configuration, you’re leaving sales on the table.
Where You Can Apply Cutoff Times
Google now allows multiple levels of configuration:
1. Offer-Level (Product-Level)
Ideal for merchants with:
- A small catalog
- One universal cutoff time
- Basic shipping needs
2. Offer + Country Level
Allows country-specific configurations for international sellers.
3. Shipping Override Level
Perfect for merchants with complex shipping setups, for example:
- Different cutoff times for same-day vs next-day delivery
- Regional warehouse differences (East coast vs West coast)
4. User Time Zone–Based Cutoff
Let’s Google adjust the cutoff based on the user’s time zone, not yours.
5. No Cutoff Time
For merchants with flexible fulfillment schedules.
However, Google does not yet provide clear documentation about how to “exclude” products when you’ve already set a UI-based cutoff. More on this below.
Practical Use Cases
This update is ideal for:
- Merchants with large catalogs where only a few items require slower handling
- Businesses shipping from multiple warehouses with different cutoff times
- Stores offering same-day delivery
- Complex setups where delivery options depend on shipping method
- Merchants using supplemental feeds to override product-level values
Current Limitations and Issues Google Still Needs to Fix
While this update is significant, there are some critical gaps:
1. The product editor in GMC does NOT show cutoff fields
Google added feed support but did not update the product editor UI.
This is very common, Google rolls out backend support first, UI later.
2. You cannot exclude specific products when using UI-level cutoff times
If you use the Shipping settings UI, the cutoff applies to ALL products.
There is no option to disable it for individual items. Unless you use shipping labels.
If you need product-specific control:
✔️ Use feed-level attributes only
❌ Do NOT configure cutoff times in the GMC shipping settings, unless using shipping labels.
3. XML examples in Google’s documentation are incorrect
XML structure:
<g:shipping>
<g:cutoff_time>1500</g:cutoff_time>
<g:cutoff_time_zone>+02:00</g:cutoff_time_zone>
<g:country>US</g:country>
<g:disable_delivery_after_cutoff>true</g:disable_delivery_after_cutoff>
</g:shipping>
4. Google Sheets requires custom columns
You can add these attributes through:
- Custom columns in your primary feed
- A supplemental feed
- Custom attribute support in feed tools like MultiFeeds (Shopify) or CTX Feed (WordPress)
Feed Tool Compatibility (Shopify, WooCommerce, etc.)
Most modern feed generation tools already support adding custom fields:
- Shopify MultiFeeds → add custom attribute names manually
- WordPress CTX Feed (webappick) → supports custom fields easily
- Custom API feeds → app specific limitations
- Google Sheets → add as header columns
You don’t need to wait for plugin developers to update anything, you can use the attributes today.
Formatting Requirements
Google requires:
- Specific cutoff time – e.g.,
1400 - Time zone – formatted as
+02:00or-05:00 - Optionally, country codes
- Boolean flag for disabling next-day delivery after cutoff
- Correct XML or feed structure
Time formatting follows the same structure as the availability date or release date attribute.
Where Google Still Needs to Improve
I’ve already reported several issues to Google:
- Missing UI fields
- Missing “exclude product” handling
- Broken XML documentation
- Conflicts between feed-level and UI-level logic
These will take time to be corrected.
Final Thoughts
This is a very welcome update.
Cutoff times significantly impact consumer trust, and accurate delivery windows can directly increase your conversion rate.
If you run Google Shopping campaigns, I strongly recommend:
- Reviewing your current shipping configuration
- Implementing cutoff times at the product level where needed
- Avoiding UI-level configuration if you need product-specific exceptions
- Using a supplemental feed to override only selected items
As always, I will monitor this closely and post updates as Google fixes or expands the documentation.