Product Performance and Custom Label Builder for Shopping and PMax
Sort products into best sellers, no-sale spenders and hardly seen ones, and build a custom label file.
- Free to use
- Runs in your browser
- No sign-up
Your product groups and label file appear here
Upload or paste your products report, or try the example: a home textiles shop in Jaipur.
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About the Product Performance and Custom Label Builder
Upload or paste the products report from Google Ads (Campaigns › Products), and your Merchant Center feed if you like. The tool sorts every product into groups by our own measure: best sellers, promising, below target, no sales, testing, hardly seen and no data. It shows the spend and value in each group and builds a supplemental data source file with your product IDs and one custom label, so you can split Shopping product groups or Performance Max listing groups by performance. Nothing is uploaded.
How it works
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Step 1
In Google Ads, open Campaigns › Products, show the Impr., Clicks, Cost, Conversions and Conv. value columns, pick a date range such as the last 30 days and download the table. Your feed file is optional.
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Step 2
Drop the report here, enter your target ROAS or target CPA and change the thresholds if you like. The tool picks the first custom label your products do not use yet.
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Step 3
Download the label file and add it in Merchant Center as a supplemental source. After 24 to 48 hours, subdivide your product groups or listing groups by that custom label.
How the groups work
Every group is our own measure, not a Google rule. A product that meets your target ROAS or target CPA with three or more conversions is a best seller; with fewer it is promising. A product with conversions that misses the target is below target. A product that has spent twice what one sale may cost at your target, with no conversion, is in no sales, and one with fewer than 100 impressions per 30 days is hardly seen. Products in your feed but not in the report get no data. Some advertisers call these heroes, sidekicks, villains and zombies. You can change every threshold.
Custom labels and supplemental sources
Merchant Center has five custom labels, custom_label_0 to custom_label_4. Each product takes one value per label, a value can be up to 100 characters, and each label can hold up to 1,000 unique values across the account. Shoppers never see them. A supplemental data source adds attributes such as a custom label to the products in your main feed by matching the id exactly; it cannot add or remove products. In Merchant Center Next, the Supplemental sources tab shows once you turn on the Advanced data source management add-on.
What this tool cannot do
It only sees the report you give it. It cannot see your stock, margins or competitors' prices, and it never signs in to Google Ads or Merchant Center. Labels do not decide where ads show: Performance Max still chooses which products to show, where and when. Labels only let you group products, so each group can have its own campaign, asset group, budget or ROAS target. Google says product numbers in Performance Max can differ from campaign totals.
Frequently asked questions
What are zombie products in Google Shopping?
It is industry slang, not a Google term, for products that get no impressions or very few. This tool calls them hardly seen: fewer than 100 impressions per 30 days and no conversions, by our measure. Look for issues in Merchant Center under Products › Needs attention first, then check the price, title, image and stock.
How do I add custom labels without changing my main feed?
Use a supplemental data source. In Merchant Center, turn on the Advanced data source management add-on under Settings › Add-ons, then open Settings › Data sources › Supplemental sources and choose Add supplemental product data. Upload the file from this tool or use a Google Sheet, and pick your main feed as the primary source. The id column must match your product IDs exactly.
How do I use custom labels in Performance Max?
Open the campaign's asset group, then Listing groups. Click the pencil next to "All products", subdivide by custom label and tick the values you want, such as "best seller". Google recommends grouping products with custom labels rather than building very many listing groups. To give best sellers their own budget or ROAS target, put them in their own campaign and leave them out of the other one.
How long do new custom labels take to show in Google Ads?
Google says to allow 24 to 48 hours after you add or change custom labels in Merchant Center before you can use them in product groups. Changing a label does not update your existing product groups by itself, so check your product groups or listing groups after each upload.
How often should I update the labels?
Our suggestion is once a month, and before a big sale, with a fresh report for the last 30 days. Products move between groups as they sell, so an old file can keep a product that now sells well in a low-budget group. If you use a Google Sheet as the supplemental source, paste the new labels into the same sheet.
Sources and checks
Rules last checked
The Product Performance and Custom Label Builder follows these official pages:
- Custom label 0–4 [custom_label_0–4] (support.google.com)
- Use custom labels for Shopping ads (support.google.com)
- Advanced data source management (support.google.com)
Scores, limits and suggestions marked "our checklist", "our measure" or "our suggestion" are ours, not Google's or the platform's. How our tools work
Related reading
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