Product Labelizer script

A standalone Google Ads script that buckets products by performance. Not the in-app Labelizer feature — see the Labelizer category for that.

Looking for the Labelizer app? This page covers the standalone Product Labelizer script, a spreadsheet tool you run from Google Ads. It shares its name and bucket terminology with the in-app Labelizer feature, but they are separate tools: Labelizer manages your Merchant Center feed through projects and scheduled runs, this is a one-off script. The buckets themselves are filled on the same conditions in both.

The Flowboost Product Labelizer helps you see which products drive profit and which hold you back. It groups every product into clear performance categories so you can structure your campaigns, bids and budgets with confidence.

What the script does

The script looks at your recent performance data and your product feed. It calculates key performance for each product (ROAS or CPA), compares this to your own targets, assigns a performance label to every product and updates a connected spreadsheet with all products and their category. The result is a clean overview of which products deserve more spend and which should be reduced, paused, or moved to a different campaign.

Performance categories

Over-index: performs clearly above your target. These are your heroes, good candidates for more budget or stronger bids.
Index: hits your target and helps keep overall performance stable.
Near-index: close to your target, often worth testing and improving instead of cutting directly.
Under-index: has enough data but doesn't meet your goal; may need lower bids, a different campaign, or removal.
No-index: low or no data. Still in the feed but hasn't proven itself yet.

You can choose either a ROAS target or a CPA target; the script uses that metric to fill the buckets. The script and the Labelizer app fill those buckets on the same conditions, so for the exact rules behind each label see How Labelizer decides each bucket. The setting names on that page are the app's; in the script you set the same values in its own config.

What you see in the spreadsheet

A product level view with title, ID, basic metrics and performance category.
A summary counting how many products are in each bucket.
Extra information such as brand, custom labels, or product types, so you can filter and segment.

Some versions also let you enable more detailed graphs and history, so you can see how product groups move between buckets over time.

Free vs. premium versions

Free Version 1.1: basic product performance bucketing, good to test if the script fits your account, ideal for smaller accounts or first-time users.

Premium versions (2.x through 5.x): each version adds improvements, including more flexible bucketing around your ROAS or CPA target, clearer reporting on low volume or low performing products, support for very large product feeds, faster runs and improved stability, a redesigned spreadsheet that's easier to read and filter, single product performance insights, easier settings inside the sheet instead of in the code, optional advanced graphs and more detailed history, and the option to work with custom conversion actions only.

Purchasing gives you all premium versions and future updates for life.

Current version: 5.1

Version 5 moved the script onto Google's Merchant API, so it needs a one-time setup step the older versions did not: registering as a Merchant Center developer. Version 5.1 makes that registration a one-time action and improves it for advanced Merchant Center account structures.

Version 5.1: the current version. On top of the 5.0 changes it adds one-time Merchant API registration, advanced Merchant Center account registration, improved Config sheet parsing, validated product feed filters and clearer Merchant API error messages.
Version 5.1 MCC: for managers working across multiple accounts. Set the MCC and the individual account settings in the Config sheet. Each account's settings are reset before its Config sheet is read, so a setting from one account cannot carry over into the next.
Version 5.1 Lite: for large and multi-country accounts. Set the Merchant Center feed label in the countryLabelValue variable. Runs faster and gives a simplified output without product titles or advanced graphs.

Version 5.0 introduced the Merchant API migration, developer registration, improved product ID matching, corrected conversion action reporting and separate product history retention. If you are on 5.0 you can upgrade to 5.1 on the same spreadsheet.

Older versions

Version 4.x predates the Merchant API and remains available: 4.0, 4.1 and 4.2 brought a new layout, shorter runtime, product level insights and config in the sheet, with MCC and Lite builds alongside them. You can upgrade between 4.x versions without rebuilding your spreadsheet, except when moving to or from the Lite version, which uses a different sheet layout.

Using your own conversion actions

If you use many conversion actions, you can tell the script which ones to include. This is useful when you track soft and hard conversions separately, import offline conversions, or only want to optimize on one profit or revenue action. You list the conversion action names that matter, and the script only looks at those.

Typical ways to use the Labelizer

Campaign structure: build or refine "hero", "core" and "test" campaigns based on the buckets.
Bid and budget strategy: increase bids and budget on over-index products, reduce or move under-index products to a lower priority setup.
Feed and assortment decisions: spot brands, categories, or labels that rarely index; decide what to clean from the feed or promote more.
Monitoring over time: track how many products move from no-index to index or over-index, and use this to measure the impact of feed work, creative, or bidding changes.

Practical tips

Start with the free version to see if the logic fits your account.
In premium versions, set realistic ROAS or CPA targets, close to how you actually manage the account.
Check the buckets regularly and connect them to clear actions, for example "pause all under-index products with more than X clicks."
Use filters such as brand or custom labels in the sheet to find patterns quickly.

See also the Keyword Labelizer script for the same bucket system applied to keywords and search terms.