What is Unit Price?
The Unit Price is a value that shows how much a product costs per specific unit of measurement, helping customers compare prices across different sizes or quantities of the same or similar products. This price is typically displayed per standard units like per kilogram (kg), per liter (L), per 100 grams (g), per 100 milliliters (ml), or another relevant measure.
Why is it important?
Meets regional legal requirements in certain EU countries.
Improves customer transparency by enabling product price comparison.
Boosts user confidence and may positively impact click and conversion rates.
Who is it for?
Advertisers selling regulated products in the EU (e.g., food, hygiene, household goods).
Brands using Dynamic Ads and aiming to enhance price clarity for consumers.
When to use it?
When legally required by your market.
When advertising products sold by weight, volume, or unit.
When offering Dynamic Product Ads that display product-specific pricing
When targeting regions that enforce unit price disclosure laws.
Where to find it?
However, optional to add, you can follow the steps to display Unit Price on your dynamic ads:
Click Shared Library from the top navigation bar and select Creatives
Click +Creative and select Build an Offsite Creative
In the Creative type section, choose Dynamic Display
Select your Retailer and Brand and click Continue
In the General information section, enter a creative name and a creative description (optional) and click Continue
Select/ enter the remaining fields, go to the Advanced display options section, and scroll down to Unit Price.
You can select from two options:
Never show: We will never display the unit price.
Show when possible: We will only display the unit price whenever the information is available, and the format allows.
Once added, continue adding other details and continue creating your ad.
How is Unit Price Calculated?
Unit price is calculated using the following formula:
Unit Price = (Total Price × 100) / Quantity in reference units (e.g., ml, g, kg)
For example:
Sell Price | 35 EUR |
Retail Price | 50 EUR |
Quantity | 30 ml |
Unit price measure | 100 ml |
Unit Price: (35*100)/30= 116 EUR
Best Practices
Ensure your product feed includes accurate measurement fields (unit_pricing_measure and unit_pricing_base_measure).
Choose “Show when possible” to comply with legal requirements where applicable and enhance shopper experience.
Use Unit Price on Dynamic Ads for better product transparency, especially in comparison-driven categories.