Custom labels 0 through 4 are five free-text fields in Google Shopping feeds used to segment products for bidding — typically populated from Google Analytics 4 performance data so high-revenue products can be bid on differently from low-revenue ones.
Google Shopping accepts five custom_label fields (custom_label_0 through custom_label_4) per product. The values are arbitrary strings — Google does not interpret them, but Performance Max and Shopping campaigns can filter and bid by them. This is the primary mechanism for applying advanced bidding strategies to a feed without restructuring the campaign hierarchy.
The most effective pattern is revenue-tier segmentation derived from GA4. Pull last-30-days revenue per product, then bucket products into Hero (top 20% by revenue), Sidekick (next 30%), and Zombie (bottom 50%). Tag each product with custom_label_0=Hero / Sidekick / Zombie. In Performance Max, create asset-group filters or campaign segments that bid Hero products aggressively and exclude Zombies entirely. Empirical results from feed-management practitioners show 30-60% efficiency gains within 4 weeks of activation.
Other useful segmentations include seasonality (custom_label_1=Spring, Summer), margin tier (High / Mid / Low), stock status (Overstock, Normal, Low), and lifecycle (New, Mature, Clearance). FeedArc populates custom labels automatically from GA4 revenue data, COGS, and stock levels — the segments refresh on every feed export so bidding always reflects current performance.
POAS (Profit On Ad Spend) measures the gross profit generated per unit of ad spend — (revenue minus cost of goods minus ad spend) divided by ad spend — instead of the gross revenue measured by ROAS.
A product feed is a structured file (XML, CSV, TSV, or JSON) that lists every product in your catalog with the fields advertising and marketplace platforms need to display them.
Feed rules are transformations applied to a product catalog before export — mapping internal field names to channel-specific schemas, filtering out ineligible products, enriching data, or applying conditional logic per channel.
FeedArc handles custom labels (ga4 segmentation) — and 31 other feed concerns — automatically. Free to start, no credit card needed.
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