cla_custom_label_0-4: Definition


Comparison listing ad (CLA) custom labels, cla_custom_label_0 through cla_custom_label_4, allow Comparison Shopping Services to create specific filters which can be used to filter and target groups of products for CLA Shopping campaigns. For example, you could label a group of products as seasonal, clearance, or top selling. The information you include and values you submit for this attribute won’t be shown to shoppers. 

When to use

Optional for each product

If you manage CLA campaigns, you can use CLA custom labels to filter or group products. CLA custom labels can be used for CLA campaigns while existing custom labels are used for Shopping ads campaigns. This provides additional options to structure CLA campaigns without affecting the structure of Shopping ads campaigns.

The CLA custom label attributes are numbered 0–4: 

  • cla_custom_label_0 
  • cla_custom_label_1
  • cla_custom_label_2 
  • cla_custom_label_3 
  • cla_custom_label_4


Follow these formatting guidelines to make sure we understand the data 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 CLA custom label attribute (up to 5,000 labels total)

Repeated field No, but you can create up to five CLA custom labels numbered  cla_custom_label_0 through cla_custom_label_4
File format Example value
Text feeds


XML feeds <g:cla_custom_label_0>summer</g:cla_custom_label_0


For format API information, see the Content API for Shopping.


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

Minimum requirements

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

  • Submit only 1 value for each cla_custom_label attribute. 
  • Create up to 1,000 unique labels for each CLA 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, 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 CLA custom label attributes for CLA Shopping campaigns only. For Display with dynamic remarketing campaigns, use the ads_labels and ads_grouping attributes. Learn more about the Display ads attribute specification.

Best practices

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

  • Create up to five CLA custom labels for each product: cla_custom_label_0 through cla_​custom_label_4
  • Choose your own definition for each of the five CLA 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 CLA 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 cla_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.


CLA Custom label definitions

Set up your own definitions for CLA 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 cla_custom_label_0
Your definition Season
Example values winter, spring, summer, fall
Attribute cla_custom_label_1
Your definition Top Sellers
Example values best seller, low seller
Attribute cla_custom_label_2
Your definition Price ranges
Example values 0-5, 5-10, 10-20, 20+
Attribute cla_custom_label_3
Your definition Margin
Example values low margin, high margin
Attribute cla_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). 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 CLA custom label only if it’s helpful to you.

Product Malibu Sunglasses
cla_custom_label_0 summer
cla_custom_label_2 5-10
cla_custom_label_4 2016
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