Price Labelizer script
A standalone Google Ads script comparing your product prices to Merchant Center benchmark data. Not the in-app Labelizer feature.
Looking for the Labelizer app? This page covers the standalone Price Labelizer script, a spreadsheet tool you run from Google Ads. It shares its name and bucket terminology with the in-app Labelizer feature, but the two are unrelated: Labelizer manages your Merchant Center feed through projects and scheduled runs, this is a one-off script.
The Flowboost Price Labelizer is a Google Ads script that connects your Shopping performance with your Merchant Center pricing and benchmark data. It shows which products are priced below, at, or above the market benchmark and how each group performs in terms of revenue and cost. Use it when you want to make price and bid decisions based on real data instead of guesswork.
What the script does for you
- Checks your product prices against Google's benchmark prices from Merchant Center.
- Labels each product as Below, Exact, or Above the benchmark.
- Pulls in Google Ads performance for those products: impressions, clicks, cost, conversions and conversion value.
- Combines everything in a Google Sheet so you can quickly see which price group is driving results.
You don't work in the script itself. Everything is controlled from the Config sheet in the spreadsheet and by running the script in your Google Ads account.
What you see in the spreadsheet
Daily overview per price group
Tracks key metrics per day for the three price groups: how many products are Below, Exact, or Above benchmark, plus impressions, clicks, cost, conversions and conversion value per group, along with simple efficiency ratios like value per cost and cost per conversion. This gives a quick answer to questions like "are my cheaper products really driving better results?"
Detailed product level performance (optional)
If you enable advanced graphs in the Config sheet, the script also stores product level data per day: title and ID, impressions, clicks, cost, conversions, conversion value, benchmark price vs. your price, the Below/Exact/Above label and custom labels, brand, condition, feed label, and product type path. Useful for building your own charts or spotting patterns within a brand or category.
Product Feed sheet for quick filtering
A flat, filterable overview of all products included by the script. Typical uses: filter for products Above benchmark that still convert well, find underpriced products where you might raise price without losing performance, or segment by brand, feed label, or product type.
Recommendations based on price insights
If Price Insights are available in your Merchant Center, the script creates a Recommendations sheet showing, per product: current price, suggested break-even price based on your chosen margin, suggested Google price and the predicted change in impressions, clicks and conversions if you follow the suggested price. This helps answer questions like "which products should I adjust first for the biggest impact?"
How you control the script
From the Config sheet you can set:
- Lookback window in days for performance
- Conversion lag, so conversions have time to come in
- Merchant Center ID
- Filters for brand, availability, condition and channel
- Whether you want advanced product level history and graphs
- Whether labels use percentage or absolute price difference
- The break-even percentage used to calculate suggested break-even prices
You can also limit the analysis to campaigns with a specific label, useful for testing the script on part of your account first.
Free vs. premium versions
- Version 1.1 (Free): basic version to try the concept, showing how price labels and the performance overview work for your account.
- Version 2.0 and 2.0 MCC (Premium): faster, more structured spreadsheet, added price difference columns, better layout, price change recommendations, individual product graphs and multi-account support in the MCC version.
- Version 2.1 (Premium): everything in 2.0 plus the option to set your own conversion action names for filtering.
Purchasing gives you lifetime access to all current and future premium versions.
When this script is useful
Use the Price Labelizer when you want to understand if you're too cheap or too expensive compared to the market, connect price position to real performance data instead of gut feeling, or find where a price change could bring more impressions, clicks, or conversions. Note that products with very low traffic or too few competing retailers won't show up: the data depends on what Google can see in Merchant Center and in your Shopping performance.
See also the Product Labelizer script and Keyword Labelizer script, which use the same over-index/under-index bucket system for product and keyword performance instead of price benchmarking.