What is a custom label in Merchant Center?
WeAdU · Updated 5 October 2026
In Merchant Center, custom labels, from `[custom_label_0]` to `[custom_label_4]`, are filters the merchant defines for their own use. Shoppers do not see them.
What does it not name?
A custom label groups a row on the merchant's own grid. The feed label, already defined, picks the source. The brand names the manufacturer. Product type and Google product category classify the offer for the listing. The id is not this label either. For dynamic remarketing on the Display network, the help points to the grouping labels `[ads_labels]` and the grouping `[ads_grouping]`, not to these five attributes.
Which figures are on the homepage?
Exact text from the homepage, read on 5 October 2026.
| Block | Exact text |
|---|---|
| Clients | 70% of clients see a higher ROAS after we restructure their accounts |
| Scope | 14 of 20 clients, over 12 months |
| Spend | $32M+ ad spend managed |
| Sales | $241M+ in sales generated |
| Tracking | $132M+ tracked in Google Ads |
| Conversions | 5.3M+ conversions |
| Duration | 24+ years (2002) |
What does the help require?
According to the help page read on 15 October 2026, each of these attributes is optional. They act as filters in Performance Max, Shopping, or Demand Gen, for reporting and bidding. Each attribute takes a single value, and case is ignored. The merchant decides what each attribute means: a season or a selling rate, for example. That choice is not entered anywhere in Merchant Center, and the help gives the text no meaning of its own. The shopper does not see the value.
The help sets an account-level cap on distinct values per attribute. Beyond that cap, any extra value is ignored for reporting and bidding, and the product is grouped as if the label were empty. That cap is not restated here. A feed rule can set the label from a value already in the product data. This page does not present that as a WeAdU setting.
What is it for in a catalogue of several brands?
The article on Performance Max structure, linked below, remains the catalogue source. This entry only defines the attribute and does not rewrite the article. For example, one attribute can separate brands or seasons, and another a selling rate. The grid remains the merchant's own, and it is not presented here as a campaign instruction.
Where is the catalogue already described?
Homepage, Automate step, read on 5 October 2026: "Daily product classification, custom label updates, and feed maintenance." The article on Performance Max structure, linked below, is the catalogue source.
What does the WeAdU audit cover?
On the homepage, read on 5 October 2026: "The free audit covers Google Ads only." No Google Ads account figure here.
Help pages
Merchant Center help page read on 15 October 2026.