Automated Custom Labels for Google Shopping
Define performance-based rules that automatically classify your products into tiers like Hero, Zombie, and Underperformer. SKU Analyzer computes labels daily and pushes them directly to Merchant Center. No spreadsheets, no manual updates.
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Build Custom Label Rules from Performance KPIs and Feed Attributes
Define rules using any combination of performance metrics (ROAS, cost, clicks, conversions, revenue, CPC, CTR) and feed attributes (brand, product type, availability). Each rule uses AND logic — a "Hero" product might need ROAS above 5 AND at least 10 conversions AND cost above $20. Rules are evaluated in priority order, and the first matching rule determines the label. You can combine KPI thresholds with feed attributes: for example, label products as "Premium Underperformer" if brand equals "Nike" AND ROAS is below 1. This flexibility lets you create classification logic that matches exactly how you think about your catalog.
- Combine performance KPIs with feed attributes in one rule
- AND logic with multiple conditions per rule
- Priority ordering: first matching rule wins
- 8 default rules included, fully customizable
Label Distribution and Performance by Label
See how your products split across label tiers at a glance. The distribution chart shows how many products fall into each category, and the performance breakdown shows spend, revenue, and ROAS per label. This tells you whether your "Hero" products are actually carrying the account, and how much you're spending on "Zombies" that generate no return. When you adjust rules or performance shifts over time, these charts update to reflect the new reality.
- Product count per label tier
- Spend, revenue, and ROAS breakdown per label
- Identify how much budget goes to underperformers
Custom Label History Over Time
Track how your label distribution changes over time. The history chart shows daily product counts per label, built from daily feed snapshots. When you update a rule, add a new label tier, or performance shifts seasonally, you can see the impact on the chart. This is useful for verifying that rule changes worked as expected and for spotting gradual shifts in catalog health — like a slow increase in "Zombie" products that would be easy to miss without the trend view.
- Daily label distribution from feed history snapshots
- Verify rule changes took effect
- Spot gradual catalog health shifts
Push Labels to Merchant Center and Track History
Push computed labels directly to Merchant Center via a supplemental data source. Your primary feed is never modified. Labels can auto-update daily as performance data changes, so a product that drops from "Hero" to "Underperformer" gets relabeled automatically. The push history log shows every push operation with timestamps and product counts, so you have a full audit trail.
- Auto-push labels daily as performance changes
- Non-destructive supplemental feed
- Full push history with timestamps
Frequently Asked Questions
What conditions can I use in custom label rules?
Rules can use any performance metric (ROAS, cost, clicks, conversions, revenue, impressions, CPC, CTR, conversion rate) and Merchant Center attributes (brand, product type, availability). Each rule supports multiple conditions with operators like greater than, less than, equals, contains, and more. Conditions within a rule use AND logic, so all must match for the label to apply.
How are labels pushed to Merchant Center?
SKU Analyzer uses a Merchant Center supplemental data source to push labels. Labels are written to a separate feed layer that overrides the primary feed's custom label values without modifying your actual product feed. You can push to any custom label slot (0-4), and the push is non-destructive. Removing a label in SKU Analyzer restores the original feed value.
Do custom labels update automatically?
Yes. When auto-push is enabled, the daily 3 AM refresh recomputes all labels based on your current rules and the latest performance data, then automatically pushes updated labels to Merchant Center. Products that change performance tier (e.g., from "Hero" to "Underperformer") get relabeled without any manual intervention.
Can I use these labels in Google Ads campaigns?
Absolutely. Custom labels pushed to Merchant Center appear in Google Ads as subdivision criteria for Shopping and Performance Max campaigns. You can create separate ad groups or listing groups for "Hero" products vs. "Underperformers", set different bids, or exclude low-performing segments entirely. This is the primary use case — performance-based campaign segmentation.
Automate your product classification
Explore the rule-based label engine with sample data, or apply for early access to connect your own account.