Every day, an incremental feed for every merchant's Feefo ratings and reviews is sent to Google. In most cases, the incremental feed consists of just a single day's data however if the feed has not been supplied for a period of days, weeks or even months prior to the day's feed, all review data for that merchant from the last successful upload to the current day will be included in that upload.

Once the data has been supplied to Google, Feefo has no further control over how the data is presented. Although Feefo supplies all customer reviews received to Google, Google can and does apply their own rules which can mean that some reviews shown on Feefo might not be displayed by Google.