Changes to Google seller ratings requirements – what you need to know

Google has made some changes to its seller ratings requirements which may mean you need to make some small adjustments to the way you collect feedback. Here’s everything you need to know about the changes and what you need to do.

Note: This article was last updated on 22nd October 2020 in accordance with latest advice from Google.

What are Google seller ratings?

Not sure what we’re talking about? If you run pay-per-click (PPC) campaigns, seller ratings are worth having. Seller ratings are an automated Google Ads extension which displays your business’s average rating alongside your paid ads.

That simple star rating can go a long way to boosting trust in your business and ultimately increase click-through rates and conversions. If you’re not currently using seller ratings in your ads and want to find out more, check out our complete guide here.

So, what’s changed?

As a seller ratings partner, we’re making a few changes behind the scenes to ensure we’re compliant with Google’s new requirements, but there are a couple of things that you may need to do too in order for your reviews data to be up to Google’s higher standards.

You cannot offer any financial incentives when asking for feedback

Even if you’re asking for customers to leave an honest review, you cannot encourage them to do so by offering a financial incentive, such as gift cards, discounts on future purchases, or free samples. We think this is a wise move from Google as here at Feefo, we believe that offering incentives of any kind in exchange for a review can lead to biased feedback, which doesn’t help your business.

If you need help improving your feedback response rates, check out our guide here.

Reviews tied to a transaction must be left within 90 days

If a transaction has taken place, such as a booking or a product purchase, customers must leave their feedback within 90 days of receiving a feedback invitation from you. 

Don’t worry – there’s a simple change you can make to ensure that your customers can’t leave a review once this 90-day period has passed. Simply follow the steps below:

  1. 1. Login to the Feefo Hub
  2. 2. Head to ‘Campaigns > Manage campaigns’ on the left-hand menu
  3. 3. If you only have one campaign, click the ‘Feedback preferences’ button below your default campaign. If you have more than one campaign, click on the ‘Actions’ drop-down menu next to your chosen campaign, then ‘Edit’. On the next screen, click on the ‘Feedback preferences’ button
  4. 4. In the ‘Feedback Request’ section, change the ‘Feedback request expires after’ to expire after 3 months
  5. 5. Click the ‘Save feedback preferences’ button in the top right-hand corner of the page

That’s it! If you need any help making the changes above, please get in touch with us at or your Customer Success Manager. To see the full list of seller rating partner requirements from Google, click here.


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