Help

Getting started

Open Rules and add a rule to one of the five label slots. A rule is a value plus the conditions that decide when it applies.

Open Custom labels to see exactly which variants would change. Nothing is written until you apply.

Apply when the preview looks right.

How rules are evaluated

Rules run top to bottom and the first match wins. A variant that matches no rule keeps its current value.

All conditions within a rule must match. To match either of two things, add a second rule with the same value.

Product title, variant title, vendor and product type can be matched partially, not just exactly. That covers stores that write the distinction into the product name — matching "men" in the title to set gender, for example. Put the narrower wording higher up: a title holding two of the words matches whichever rule comes first.

A rule with no conditions matches everything, so it belongs last. Placed earlier, it stops every rule below it from running.

The preview shows which rule was used, so you can tell why a variant got the value it did.

Values that change per variant

A rule can write a fixed value, or read the value from each variant: the product handle, the vendor, the product type, or a metafield. Reading the value means one rule covers a whole catalog, instead of needing one rule per value.

The product handle is the useful one for grouping. Google Ads cannot split product groups by item group ID, so the variants of a single product cannot be treated as one unit unless you put something product-level into a custom label.

A variant whose value comes out empty falls through to the next rule, so a fixed-value rule at the bottom acts as a fallback.

Merchant Center keeps at most 1,000 unique values per custom label, and each value must be 1–100 characters. Anything past that is ignored for reporting and bidding without reporting an error, so the preview counts the unique values before you apply.

Google product attributes

Besides custom labels, rules can set the attributes the Google & YouTube channel sends to Merchant Center: age_group, condition, gender, size_type and size_system.

These accept only the values Google defines, so they are chosen from a list rather than typed. A wrong value gets the product disapproved, not just ignored.

Gender, age group and size are required for apparel, which is where most disapprovals come from. Setting condition to new for the whole catalogue is usually the quickest win.

MPN is also here, and it can be filled from each variant's SKU. That is only correct if you make the product yourself. If you resell someone else's product, an SKU you invented stops Google matching the product and reduces its visibility, so leave MPN empty in that case.

Custom product is the one attribute stored per product rather than per variant. Setting it to true tells Google the product has no GTIN, MPN or brand, so use it only for goods you made yourself. On a product that has a barcode it stops the GTIN being sent. Because it is one value per product, conditions that differ between variants are ambiguous — the preview says how many products were affected.

Where the values are written

Values are written to variant metafields in the mm-google-shopping namespace, which is what the Google & YouTube channel reads.

Values are only written when they differ from what is already there, so running twice in a row changes nothing.

Automatic updates

Inventory and price change without anyone editing a product, so labels drift out of date. Turn on automatic updates for a label slot and the app re-evaluates a product whenever it or its inventory changes.

Automatic updates skip the preview step. Every write is still recorded in History and can be reverted.

In History they appear as one entry per hour rather than one per product, so a sale that changes hundreds of products does not bury the runs you started yourself.

Undoing a change

History records every write with its value before and after. Any run can be reverted.

Reverting only touches values that still hold what this app wrote. If you or another app changed a value since, it is left alone and reported as skipped.

Feed quality

Feed quality finds missing GTINs, GTINs used by more than one variant, GTINs that are not valid barcode numbers, and missing SKUs. An invalid GTIN usually means an internal code was typed into the barcode field. The Google & YouTube channel sends that field as the GTIN, so Merchant Center disapproves the item. A duplicate GTIN is the one to watch: Merchant Center uses it to decide whether two listings are the same product, so a duplicate quietly merges products that are not the same.

All three can be edited in bulk on that page and saved together.

If you already keep GTINs in a spreadsheet, paste two columns — SKU, then GTIN — instead of typing them. Rows are matched by SKU, never by the order you paste them, because the order on screen is Shopify's and will not line up with your file. A preview shows what would change, which SKUs matched nothing, and which were skipped because the same SKU is used by more than one variant. Rows with an empty GTIN are ignored, so pasting cannot clear a value. Each GTIN is checked for length and check digit before anything is written, which catches the values a spreadsheet quietly damages — a long number turned into scientific notation, or a leading zero dropped. GTINs can also be matched by product handle and variant name instead of SKU, which is what you need when your variants have no SKU in Shopify yet. SKUs themselves can be pasted the same way, always matched by handle.

Limits

On the Free plan, one run checks up to 50 variants and tells you if it stopped early. On Pro, the app checks your whole catalog and applies changes in the background; large catalogs take a few minutes and show progress. Automatic updates evaluate one product at a time either way.

Gift cards are excluded by default, on both label rules and quality checks. You can change this in Settings.

Draft and archived products are always excluded, because they are not sent to Google.