How to use Custom Labels on Facebook


If you are a Dynamic Ads user, Facebook already gives you the possibility to segment your product catalogue into different groups using filters. To go further in the distribution of your products, the social network also offers advertisers an additional filtering option: Custom Labels. Find out how to use this feature to ensure the success of your Facebook campaigns.

Why use custom labels for your dynamic ads?

Adjusting your bids and budget

Custom Labels allows you to set up your bids and allocate your budgets differently according to the product segments within your catalogue: seasons, promotions, performance, margins…

For example, you can increase the budget of your product ads with the personalized wording “Summer” to highlight your summer collections. Like this, you present your most relevant items in the right place, at the right time.

Applying cross-selling or up-selling techniques

Facebook Dynamic Ads give you the possibility to make cross-sells or upsells, in order to increase the value of your orders or customers. By adding Custom Labels to your product catalogue, you can optimize your cross-selling and up-selling campaigns by offering complementary or similar products to users who have already seen or purchased a product. 

If a user looks at a sofa worth $500 on your e-commerce site, you can decide to up-sell by displaying in your campaigns similar sofas worth more than this amount, or with a higher margin. Once purchased, you can also cross-sell by offering a selection of coffee tables from your advertisements.

Getting detailed reports

When you create a dynamic ad on Facebook, you can set up “deep links” that redirect users to a dedicated page on your e-commerce site or mobile application. For detailed reporting, Facebook recommends that you add custom labels at the end of these links to more accurately track the performance of your ads (e.g.,

Reinforcing the use of Facebook creator tools

This feature allows advertisers to display additional content on the images of their dynamic ads, such as percentage discount, exact or barred price and free shipping. 

You can, for example, add a personalized label in your catalogue indicating the percentage of promotion for some of your products.

How to set up your Custom Labels

First of all, you need to add and structure your custom labels directly within your product catalogue. You can create up to 5 custom labels per product, from ‘custom_label_0’ to ‘custom_label_4’.

Custom Labels GS UK

Once you have entered your custom labels, import your product catalogue into Lengow and segment your products using our automatic rules. If your product catalogue is already imported into Lengow, your data will be automatically updated, except for catalogues imported from a file (CSV/XML/TXT/JSON). If this is the case, go to the “Additional sources” section to add this data to your catalogue.  

Once you have entered your Custom Labels, import your product catalogue into Lengow and segment your products using our automatic rules. If your product catalogue is already imported into Lengow, please update it. You can also choose to import this data via another file by using the ‘Additional Sources’ feature of our platform.


Just like Google Shopping, Custom Labels can be very useful to manage and set up your Facebook Dynamic Ads in order to get the best results and increase sales. These are the most common use cases for custom labels, but the possibilities are endless. It’s all up to you!

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Naomi Botting

Field Marketing Specialist

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