Reference of every placeholder available in templates and channels, covering text, image, video, audio fields and custom product attributes, plus what feed field each one maps to.
Updated July 1, 2026
This page lists all the placeholders currently available and how they work. See Placeholders for how to bind an element to one of these fields, and Channel fields and placeholders for the equivalent binding UI in Channels.
Templates and Channels have fields of different types — text, image, video, or audio — and only placeholders of a matching type are offered for a given field.
For a detailed reference on product feeds and the fields they should contain, see:
| Placeholder | Description |
|---|---|
| Ad copy | AI-generated content annotated with the "Ad copy" type. Usually a longer ad creative or product description, depending on the prompt that created it. |
| Age group | The g:age_group field from the incoming product feed, e.g. "kids" |
| Availability | The g:availability field from the incoming product feed, e.g. "in_stock" or "out_of_stock" |
| Availability date | The date a preordered product becomes available for delivery. Corresponds to the g:availability_date field, e.g. "2016-02-24T11:07+0100" |
| Average review score | Average score from all user reviews for this product, formatted as a number. Click the placeholder to change the number of decimals. Consider an automation that hides this if the score is too low. |
| Average review stars | Average review score formatted as stars. Set the number of decimals to 1 to get half-stars — you'll need a font that supports star characters, e.g. "Noto Sans Symbols 2". |
| Brand | The g:brand field from the incoming product feed, e.g. "Logitech" |
| Catalog domain | The Domain field from the catalog's settings, e.g. "example.com" |
| Catalog language name | The name of the language selected in the catalog's settings, e.g. "English" |
| Catalog name | The name from the catalog's settings, e.g. "My Webshop" |
| Color | The g:color field from the incoming product feed, e.g. "Black" |
| Condition | The g:condition field from the incoming product feed, e.g. "new" or "used" |
| Currency symbol | The currency symbol from the catalog's settings, e.g. "$" |
| Description | The g:description field — your detailed product description. |
| Discount amount | The difference between Price and Sale price, e.g. "150" if the price has been reduced by that amount. |
| Discount percentage | How many percent the product has been discounted. |
| Gender | The g:gender field from the incoming product feed, e.g. "unisex" |
| Google product category | The g:google_product_category field, e.g. "Apparel & Accessories > Clothing > Outerwear > Coats & Jackets". This may have been inferred by Aimée if Google product categorization is enabled in the catalog's settings. |
| GTIN | Your product's Global Trade Item Number, corresponding to g:gtin, e.g. "3234567890126" |
| Headline | AI-generated content annotated with the "Headline" type. Usually a short ad headline, depending on the prompt that created it. |
| ID | Your product's primary ID, corresponding to g:id, e.g. "A2B4" |
| Inventory | The quantity_to_sell_on_facebook field, e.g. "35" |
| ISO currency code | The currency code from the catalog's settings, e.g. "USD" |
| Item group ID | ID for a group of product variants, corresponding to g:item_group_id, e.g. "AB12345" |
| Link | Your product's landing page URL, corresponding to g:link |
| Long product name | An extended product name with more detail than Title. |
| Mobile link | Your product's mobile-optimized landing page, corresponding to g:mobile_link |
| Material | The g:material field, e.g. "leather" |
| Member price | An optional reduced price for members of your customer club, corresponding to member_price, e.g. "169" |
| MPN | Your product's Manufacturer Part Number, corresponding to g:mpn, e.g. "RE12345" |
| Multiple alternatives | A meta placeholder that contains several alternative expressions; one is picked at random each time it's evaluated. Use it to add variation to your ads — for example a set of static taglines, or a mix of reviews/headlines/reasons to buy picked at random per product. |
| Number of reviews | The total count of user reviews for this product |
| Pattern | The g:pattern field, e.g. "striped" |
| Placeholder | Refers to the value of another field or object. Mostly used inside automations. |
| Price | The regular/original price of the product, corresponding to g:price, e.g. "185.49" |
| Product attributes | One or more custom attributes available in the feed for this product — for example g:promotion_id, g:custom_label_N, g:custom_number_N, and certification/energy-class attributes. Click the placeholder to select a specific attribute. |
| Product details | Structured product detail fields from the feed. |
| Product highlights | Merchant-supplied selling points, corresponding to the g:product_highlight field. |
| Product type | The category you define for your product, corresponding to g:product_type, e.g. "Home > Women > Dresses > Maxi Dresses" |
| Reason to buy | AI-written content annotated with the "Reason to buy" type — a short text describing a feature or benefit of the product. |
| Review fragment | An excerpt from a selected review, e.g. "I really liked the battery life!" |
| Review headline | The headline for a selected review, e.g. "⭐⭐⭐⭐⭐ by Mikael" |
| Review scale | The maximum possible score for reviews from this publisher, e.g. "5" |
| Review source | Author or publication that wrote this review, e.g. "Mikael" |
| Review score | Numeric score of this review, e.g. "4" |
| Review stars | Score of this review formatted as stars, e.g. "⭐⭐⭐⭐" |
| Sale price | The current, discounted price, corresponding to g:sale_price, e.g. "169.49" |
| Sale price effective from date | The date the sale price starts, from the first part of g:sale_price_effective_date |
| Sale price effective to date | The date the sale price ends, from the second part of g:sale_price_effective_date |
| Short title | A brief, descriptive product name, corresponding to g:short_title, e.g. "Wireless Logitech gaming keyboard" |
| Size | The g:size field, e.g. "XXL" |
| Status | The status field, e.g. "active" or "archived" |
| Title | The full product name, corresponding to g:title, e.g. "Logitech Pro X TKL Lightspeed - GX Red linear" |
| Today's date | Current date and time, e.g. "Mon Feb 26 11:06:21 UTC 2024". Useful in automations that depend on the current time. |
| Placeholder | Description |
|---|---|
| Additional image link | One of the original additional images for this product, corresponding to g:additional_image_link |
| Award image | AI-selected image annotated with the "Award" type — typically an expert-review or award badge. |
| Feature image | AI-selected image annotated with the "Feature" type — typically a zoomed-in shot of a specific feature. Not usually used directly in ads, but useful as a fallback if an image was misclassified. |
| Image gallery | A gallery of multiple images you upload; a random one is picked per product. Lets you vary backgrounds/graphics between products. Only available on templates, not in channels or prompts. |
| Image link | The original main product image, corresponding to g:image_link |
| Image template | One of your templates, rendered as an image for this product — normally used to create the ad image for each product. Click the placeholder to choose the template and size. |
| Information image | AI-selected image annotated with the "Information" type — an infographic or spec sheet. |
| Lifestyle image | AI-selected image annotated with the "Lifestyle" type — the product shown in a natural setting. Often used with minimal overlays, e.g. adding the price. |
| Product image | AI-selected image annotated with the "Product" type — the product on a neutral or white background, with the background automatically removed and made transparent so templates can put graphics or color behind it. |
| Staged image | AI-selected image annotated with the "Staged" type — the product on a model or in a studio setting. Often used with minimal overlays, e.g. adding the price. |
| Placeholder | Description |
|---|---|
| Product video | Resolves to a video that's been manually attached to the product or supplied by the feed. It does not surface AI-generated video — that's a separate content category not reachable from this placeholder. To use AI-generated video in a template, ask Aimée to generate and place a video element directly on the canvas instead — see AI image and video generation. |
| Video template | One of your templates, rendered as a video for this product — normally used to create the ad video for each product. Click the placeholder to choose the template and size. |
| Placeholder | Description |
|---|---|
| Voice script | AI-written content annotated with the "Voice script" type — a text-to-speech pitch for your product. When placed on an audio element it's processed with text-to-speech using a voice in the catalog's language. Typical flow: 1) use a prompt to write short voice scripts pitching each product's benefits, 2) add a generic audio track to the template by uploading or selecting an audio file, 3) add a Voice script placeholder to that audio element. |
Custom attributes available in the feed for this product. Add a "Product attributes" placeholder, then click it and type the name of the attribute you'd like to access. Supported attributes:
| Attribute |
|---|
| custom_label_0..4 |
| custom_number_0..4 |
| promotion_id |
| energy_efficiency_class |
| min_energy_efficiency_class |
| max_energy_efficiency_class |
| certification/certification_authority |
| certification/certification_name |
| certification/certification_code |
| certification/certification_value |
See Energy class icons for a worked example using the energy-efficiency-class attributes.