custom_label_0–4: Definition

Custom labels, custom_label_0 [custom_label_0] to custom_label_4 [custom_label_4], allow you to create specific filters to use in your Shopping campaigns. Use these filters for reporting and bidding on groups of products. The information that you include in this attribute won't be shown to users.

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

When to use

Optional for each product

If you advertise your products through 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 that we understand the data that you're submitting. 

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 5 custom labels numbered custom_label_0 [custom_label_0] to custom_label_4 [custom_label_4]
File format Example value
Text feeds


XML feeds <g:custom_label_0>summer</g:custom_label_0>

To format your data for Content API, have a look at the Content API for Shopping.


Follow these guidelines to make sure that you submit high-quality data for your products.

Minimum requirements

These are the requirements that 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 on the Diagnostics page of your Merchant Center account.

  • Submit only one 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 have exceeded the limit, you won't see reporting on products with those additional labels. You might also see other reporting errors. To fix the issue, reduce the number of unique labels and then resubmit your product data.
  • Use the custom label attributes for Shopping campaigns only. For Display with dynamic remarketing campaigns, use the ads_labels [ads_labels] and ads_grouping [ads_grouping] attributes. Learn more about the Display ads attribute specification.

Best practices

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

  • Create up to 5 custom labels for each product: custom_label_0 [custom_label_0] to custom_label_4 [custom_label_4]
  • Choose your own definition for each of the 5 custom labels. Keep in mind the possible values for each label. 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 that you have 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 [custom_label_0] based on the price range. For example, you might use the following labels: 0-5, 5-10, 10-20, 20+. Learn more about Feed Rules.


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 [custom_label_0]
Your definition Season
Example values spring, summer, autumn, winter
Attribute custom_label_1 [custom_label_1]
Your definition Selling rate
Example values best seller, low seller
Attribute custom_label_2 [custom_label_2]
Your definition Price ranges
Example values 0-5, 5-10, 10-20, 20+
Attribute custom_label_3 [custom_label_3]
Your definition Margin
Example values low margin, high margin
Attribute custom_label_4 [custom_label_4]
Your definition Release year
Example values 1998, 2000, 2010, 2016
Sample values

For each product that you submit, you can include only one label (e.g. 'summer') per attribute (e.g. 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 Google Malibu Sunglasses
custom_label_0 [custom_label_0] summer
custom_label_2 [custom_label_2] 5-10
custom_label_4 [custom_label_4] 2016

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