Custom Labels for Facebook & Google Ads (Shopify Product Feed)

Custom labels are five extra fields (custom_label_0 to custom_label_4) you can attach to every product in your feed. They don't change how a product looks in your catalog — they're grouping tags that Facebook and Google Ads use so you can bid and report on segments like bestsellers, margins, season or clearance.

For segments that follow a Shopify collection or product tag, use internal labels: the feed exports them by default, so in Commerce Manager you open your catalog's Sets tab and create a set with the filter Internal label → is → your collection id (or the tag in lowercase). For other segments — sale or clearance flags, price bands, metafield values — set one of the five custom label slots in the Advanced feed editor, save the feed, and once Facebook re-fetches it create a set with a custom label filter. Then point campaigns at those sets.

The same five custom_label_0–4 fields flow into Google Shopping. In Google Ads you can subdivide the product groups of a Shopping or Performance Max campaign by any of the five labels, then bid and report on each segment — margin tier, price band, bestseller status. Google reads one value per label per product, up to 100 characters.

Yes. Set the slot to 'Export metafield value (enter namespace.key below)' and enter the metafield reference (for example google.gender) in the Metafield namespace.key field beneath it. The metafield's value is exported straight into that custom label, per product.

Five per feed — custom_label_0 through custom_label_4 — and each is configured independently. You can mix sources: a tag-based label in one slot, a metafield in another, a sale flag in a third.

Facebook and Google limit custom labels to 100 characters, so a label built from many tags or collections can be truncated. Add the collections you care about under Featured collections, and the tags under Featured product tags — those are always included and pushed to the front of the label so they survive the limit. For Facebook product sets you can avoid the limit altogether by filtering on internal labels instead.

Custom labels (custom_label_0–4) are for segmenting campaigns in Facebook and Google Ads, hold one value of up to 100 characters each, and can be used as text in ad creative. Internal labels are a separate Facebook-only field made for filtering products into Facebook product sets: only you can see them, a product can carry thousands of them, they are matched as a whole, and the feed exports them automatically from your product tags, collection names and collection IDs. Google has no internal labels.

No. They're optional. If you're not segmenting campaigns yet, leave every slot on Empty — your feed still works. Add custom labels later when your ad account is ready to bid or report by group.

Yes. Sources like Price divided by 4, Inventory quantity and Number of variants with stock produce numeric values. When a custom label value is numeric, the app also exports it as a custom_number field alongside the custom_label — Meta's catalog reads those as whole-number fields you can use for numeric filters when building product sets (Google Shopping uses only the custom_label values).

Yes. Custom labels are recalculated every time the feed regenerates, so a product that goes on sale, sells out, or gains a tag has its labels refreshed automatically — no manual editing.