In this help center, you can find content for both Merchant Center Next and the classic Merchant Center experience. Look for the logo at the top of each article to make sure you're using the article for the Merchant Center version that applies to you. 

Custom label 0–4 [custom_label_0–4]

A custom icon for Merchant Center Classic and Merchant Center Next.

Custom labels, custom label 0 [custom_label_0] through custom label 4 [custom_label_4], allow you to create specific filters to use in your Performance Max or Shopping campaigns. Use these filters for reporting and bidding on groups of products. The information you include in this attribute won’t be shown to customers.

For example, you could label a group of products as seasonal, clearance, or selling rate.

In this article

When to use

Optional Optional for each product

If you advertise your products through Performance Max or Shopping campaigns in Google Ads, use custom labels to group products for reporting and bidding.

The custom label attributes are numbered 0–4:

  • Custom label 0 [custom_label_0]
  • Custom label 1 [custom_label_1]
  • Custom label 2 [custom_label_2]
  • Custom label 3 [custom_label_3]
  • Custom label 4 [custom_label_4]


Follow these formatting guidelines to make sure Google understands the data you're submitting. Learn when and how to submit your product data in English

Type String (Unicode characters. Recommended: ASCII only), not case sensitive

1–100 characters, up to 1,000 unique values account-wide for each custom label attribute (up to 5,000 labels total)

Repeated field No, but you can create up to five custom labels numbered custom label 0 [custom_label_0] through custom label 4 [custom_label_4]
File format Example value
Text (TSV)


XML (Feeds) <g:custom_label_0>summer</g:custom_label_0>

To format your data for Content API, see the Content API for Shopping resource.

Note: To ensure that this product data attribute gets recognized by our system correctly, remember to submit your data feed file in a format that we support.

Minimum requirements

These are the requirements you'll need to meet to show your product. If you don't follow these requirements, we'll disapprove your product and let you know in your Merchant Center account.

  • Submit only 1 value for each custom label attribute.
  • Create up to 1,000 unique labels for each custom label attribute across your account (up to 5,000 labels total, 1,000 labels per attribute). If you submit products with a custom label after you exceed the limit, those additional labels won't be taken into account for both reporting and bidding. Product group membership of products submitted with additional labels after the limit was exceeded will be evaluated as if the additional label wasn't set. To fix the issue, reduce the number of unique labels, and then resubmit your product data.
  • Use the custom label attributes for Performance Max or Shopping campaigns only. For Display with dynamic remarketing campaigns, use the product grouping label for Display ads [ads_labels] and product grouping for Display ads [ads_grouping] attributes.

Best practices

These best practices can help you go beyond the basic requirements to optimize your product data for performance.

  • Create up to 5 custom labels for each product: custom_label_0 through custom_label_4
  • Choose your own definition for each of the 5 custom labels. You can add the values to each product in your Merchant Center account based on your definition.
  • Use feed rules to assign custom labels automatically based on values you already submitted in your product data. For example, if you want a custom label to represent different price ranges, you could set a rule that automatically applies a certain value to custom_label_0 based on the price range. For example, you might use the following labels: 0-5, 5-10, 10-20, 20+.


Custom label definitions

Set up your own definitions for custom labels and include only one type of label per attribute. This definition isn’t something that you enter in Google Ads or Merchant Center, but it will help your own understanding of what values you should include.

Attribute custom_label_0
Your definition Season
Example values Winter, spring, summer, fall
Attribute custom_label_1
Your definition Selling rate
Example values Best seller, low seller
Attribute custom_label_2
Your definition Price ranges
Example values 0-5, 5-10, 10-20, 20+
Attribute custom_label_3
Your definition Margin
Example values Low margin, high margin
Attribute custom_label_4
Your definition Release year
Example values 1998, 2000, 2010, 2016
Example values

For each product that you submit, you can include only one label (for example, “summer”) per attribute (for example, custom label 0 [custom_label_0]). However if you want to include multiple labels, add the other custom label attributes.

Remember that each of these attributes is optional. So include a custom label only if it’s helpful to you.

Product data for Google Malibu sunglasses



Custom label 0 [custom_label_0]


Custom label 2 [custom_label_2]


Custom label 4 [custom_label_4]


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