Search for a tool to refresh your Google Shopping feed hourly and you'll mostly find people asking the same question with no good answer. That's because there genuinely isn't a built-in way to do it. Google's own merchant documentation doesn't offer a native, automated hourly sync option for large, distributor-fed catalogs. Most stores are stuck choosing between a daily refresh that's already stale by the afternoon, or a manual process nobody actually keeps up with.
The reason this matters more than it sounds like it should: a stale feed isn't just an inconvenience, it's the most common reason listings get disapproved in the first place. Your distributor changes a price or a stock level, your feed doesn't catch up fast enough, and Google's own crawlers flag the mismatch between what your feed says and what your actual checkout shows.
A daily refresh was fine when distributor pricing moved slowly. It isn't fine anymore for a catalog where prices and stock levels shift throughout the day. The gap between what Google sees and what's actually true on your site is exactly where disapprovals come from, and it's a gap that gets worse the longer the refresh interval is.
That's the specific problem we built around. Not a daily check that hopes nothing changed since yesterday, but a continuous sync that keeps your feed honest against what's actually true on your store, hour by hour, so disapprovals from stale data stop being a recurring fire to put out.
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