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Feed label

A feed label is a short code on each Merchant Center product that groups products into sets, so you can point a Shopping or Performance Max campaign at one set.

How it works

Every product in Merchant Center carries a feed label of up to 20 characters. It replaced the old target country, so a label may be a country code such as CZ, but it does not have to be.

The label is part of the product’s identity: Merchant Center tells products apart by content language, feed label and item ID together. The same ID under two labels makes two separate products. A store selling in several countries can send one feed for all of them, or one per country with its own label. Feed labels explained compares the two.

Campaigns reach products through the label. A Shopping or Performance Max campaign set to a label includes only products with that label. A Performance Max campaign with no label uses every feed in the linked account. Once every campaign is set to a label, products under a label that no campaign uses get no ads, even when they are approved.

Example

Example store, not client data.

The tableware shop sells in Czechia and Slovakia. It sends its 3,000 products twice: in Czech labelled CZ, in Slovak labelled SK. Merchant Center now holds 3,000 × 2 = 6,000 products. A campaign set to SK includes the 3,000 Slovak copies and none of the Czech ones.

Not to be confused with

  • Location targeting — decides where ads can show. The feed label decides which products a campaign includes.
  • Content language — the language of the product data. Like the feed label, it is part of the product’s identity.

Right and wrong readings

  • Wrong: “Our feed label is DE, so the campaign shows ads in Germany.” Right: a country code in a feed label does not make ads show in that country. Location targeting does.
  • Wrong: “Renaming a label is cosmetic.” Right: products under a new label are new products, and a campaign still set to the old label no longer includes them.

Sources