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Setting Up Custom Labels and Custom Numbers in Marpipe

How to create custom label and custom number fields in Marpipe and include them in your output feeds for product segmentation across Meta, TikTok, Pinterest, Snapchat, and Google.

Written by Pierce Porterfield
Updated this week

Custom labels and custom numbers are optional fields supported by most advertising platforms that let you add your own product segmentation data to your feed. Once these fields are present in your output feed, you can use them in the ad platform to create product sets, adjust budgets, and organize campaigns around criteria that standard feed attributes don't cover.

Marpipe lets you create these fields and include them in your output feeds for Meta, TikTok, Pinterest, Snapchat, Google, and other channels — all without needing to modify your original source feed.

What Are Custom Labels and Custom Numbers?

Custom labels (custom_label_0 through custom_label_4) are five text-based fields you can populate with any value you choose. They are accepted across Meta, TikTok, Pinterest, Snapchat, Google, and most other catalog ad platforms. Common uses include:

  • Seasonal tags (e.g., "Summer", "Holiday2025")

  • Promotional groupings (e.g., "BlackFriday", "Clearance")

  • Performance tiers (e.g., "BestSeller", "LowPerformer")

  • Margin categories (e.g., "HighMargin", "LowMargin")

  • Product collections or brand groupings

Custom numbers (custom_number_0 through custom_number_4) work the same way but are intended for numeric values. These are useful for things like margin percentages, inventory thresholds, priority scores, or any other numeric data point you want to filter by in your ad platform.

Every major catalog ad platform supports up to 5 custom label fields and up to 5 custom number fields per product.

How to Create Custom Labels in Marpipe

Custom labels are created using the custom text field feature on the Manage Fields page. You simply name the field to match the standard field name the ad platform expects.

Steps

  1. On the left nav-bar, click Manage Fields

  2. Click Add Field in the top right

  3. Select Text as the field type

  4. Name the field custom_label_0 (or whichever label number you want to use, up to custom_label_4)

  5. Toggle Include in output feed to ON — this is critical so the field gets sent to your ad platform

  6. Set your text value for the first rule. You can use static text (e.g., "BestSeller") or dynamic values from other fields using the templated text editor

  7. Click the filter icon to define which products this value should apply to

  8. Add additional rules to assign different values to different product segments

  9. Click Save

Example — Tagging Products by Promotion

You want to use custom_label_0 to tag products by their current promotion status:

  • Rule 1: Value = "SpringSale" → Filter: sale_price is Set

  • Rule 2: Value = "Evergreen" → No filter (catches all remaining products)

This will populate custom_label_0 with "SpringSale" for any product that has an active sale price and "Evergreen" for everything else.

How to Create Custom Numbers in Marpipe

The process for custom numbers is the same as custom labels — use a custom text field and name it to match the expected field name.

Steps

  1. On the left nav-bar, click Manage Fields

  2. Click Add Field → select Text

  3. Name the field custom_number_0 (or up to custom_number_4)

  4. Toggle Include in output feed to ON

  5. Set your numeric value — you can use static numbers or dynamic values from other fields with column modifiers to calculate values

  6. Apply filters to segment which products get which values

  7. Click Save

Even though the field type in Marpipe is "text," the ad platform will read the numeric value correctly as long as the output contains only numbers.

Including Custom Labels in Your Output Feed

After creating your custom label or custom number fields with Include in output feed toggled on, they will automatically appear in all of your output feeds.

If you need to include a custom label in one output feed but not another, you can manage this per feed:

  1. Go to the Output Feeds tab and select your feed

  2. Click Manage Fields in the upper right

  3. Toggle the custom label field on or off for that specific feed

  4. Click Update to save

You can also rename the field for a specific output feed if a particular channel expects a different column name. The internal field name stays the same — only the exported name changes.

After making changes to your custom fields, remember to click Publish Updates on your output feed to push the updated data to your ad platform.

Using Custom Labels in Ad Platforms

Once your output feed containing custom labels is connected to your catalog, you can use them to create product sets and organize campaigns.

Meta

In Meta Commerce Manager, go to your catalog and create a new Product Set. Use the filter options to select products where custom_label_0 equals a specific value. You can then assign these product sets to individual ad sets for more targeted campaign structures.

TikTok

In TikTok Ads Manager, navigate to your catalog and create a Product Set using filters. Custom labels are available as filter attributes, allowing you to group products by the values you've defined in Marpipe.

Pinterest

In Pinterest, create a Product Group using label filters. Custom labels (custom_label_0 through custom_label_4) are supported as filter criteria when setting up shopping campaigns.

Snapchat

In Snapchat Ads Manager, use product set filters within your catalog to segment products by custom label values when setting up catalog sales campaigns.

Google

Google Merchant Center supports custom labels for use in Shopping campaigns. Note that Google has strict creative policies — while custom labels will work for product segmentation and bidding, Google does not allow substantial creative overlays on product images.

Tips for Custom Label Strategy

  • Be consistent across channels. If you use custom_label_0 for promotional tagging on Meta, use the same label for the same purpose on TikTok and Pinterest. This keeps your segmentation strategy clean across platforms.

  • Clean up after promotions. When a promotion ends, update or remove the label values so outdated tags like "BlackFriday2025" don't linger in your feed.

  • Use multiple rules to capture all products. When setting up your custom field, try to ensure every product has a value. A product without a custom label value won't appear in product sets filtered by that label.

  • Stack labels for layered segmentation. You have 5 label slots and 5 number slots — use different ones for different dimensions. For example: custom_label_0 for season, custom_label_1 for margin tier, custom_label_2 for collection.

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