Discounted products are often treated as one simple group in Google Shopping.

Full price or on sale.

That split works as a starting point, but it does not tell the full story. A product reduced by £5 and a product reduced by £150 can both sit under the same “discounted” label, even though they are likely doing very different things for the business.

One might be helping conversion while still protecting margin. Another might be clearing stock. Another might be driving revenue, but putting more pressure on profitability than the top-level numbers suggest.

When all of those products are grouped together, it becomes harder to understand what is really happening.

That is why Shoptimised has made Discount Label Rule available to all users.

The feature was first tested by our in-house Performance team across Incremental Sales clients, where discount depth became an important part of understanding product-level performance. Now, users can create custom labels based on monetary or percentage discount brackets and apply them across the feed.

Those labels can then be used in Google Ads, reporting, segmentation or performance rules.

Why One Discount Label Is Not Enough

Most retailers and agencies already separate full-price products from discounted products. It is a simple way to see whether sale products are contributing to performance.

The problem is that sale products are rarely equal.

A small discount might be enough to encourage a customer to buy without changing the commercial value of the order too much. A deeper discount might be necessary for clearance, seasonal stock or a short-term promotion, but it may not protect margin in the same way.

If both sit under the same label, performance can be harder to read.

For example, a campaign may appear to be delivering a strong ROAS. But if a large share of that return is coming from heavily discounted products, the picture may not be as healthy as it looks at first glance.

That does not mean heavily discounted products are bad. They may have a clear job to do. The issue is that teams need to know when performance is being driven by those products, rather than treating all sale activity as one broad result.

For retailers, that matters because Shopping performance is not just about revenue. It is also about margin, stock position, investment and whether budget is supporting the right products.

For agencies, it creates better client conversations. Instead of saying “discounted products performed well”, teams can show whether that performance came from light discounts, mid-level promotions or heavily reduced stock.

What Discount Label Rule Does

Discount Label Rule allows users to create custom labels based on the type and depth of discount in the feed.

You can label products by:

• monetary discount brackets
• percentage discount brackets
• exact discount percentage
• whether a product is on sale

For example, instead of using one label for all discounted products, you could create percentage brackets such as:

• 0 to 10%
• 10 to 20%
• 20 to 30%
• 30% plus

Or, if it makes more sense for your catalogue, you can create brackets based on the monetary value of the discount. For some retailers, knowing whether a product is reduced by £10, £50 or £200 may be more useful than looking at the percentage alone.

The rule can be applied across the full feed, or narrowed down using product criteria such as brand, category, range or product group.

So if you only want to apply discount brackets to a specific brand, you can. If you want the rule to run across every product in the feed, you can do that too.

In the platform, the setup is designed to be straightforward. Choose the custom label you want to populate, select the discount type, set any product criteria if needed, and save the rule.

How This Helps in Google Ads

Once discount depth is available as a custom label, it becomes much easier to use that information in your Google Ads structure and reporting.

You can see how spend is moving across different discount brackets. You can compare how lighter discounts perform against deeper discounts. You can understand whether certain product groups only start converting when the discount becomes more aggressive.

That gives teams more useful context when reviewing performance.

A heavily discounted product may convert well because the offer is strong. A lightly discounted product may convert at a lower rate, but contribute more commercial value. Without clearer labels, those differences are easy to miss.

Discount Label Rule helps teams move from a simple question:

Are sale products performing?

To a better one:

Which types of sale products are driving performance, and what does that mean for margin, stock and budget?

That is the level of detail that can make reporting and decision-making much more useful.

Where Discount Label Rule Is Most Useful

This feature is especially useful during sale periods, seasonal promotions and peak trading.

When prices are changing quickly, teams need a clearer way to understand what is driving results. It is not enough to know that discounted products are selling. You need to know whether performance is being led by small reductions, mid-level offers or heavily reduced products.

It is also useful for large catalogues, where manually checking discount levels across thousands of products is not realistic.

Instead of building another spreadsheet process, teams can apply discount labels directly through the feed and keep the structure consistent.

For agencies managing multiple clients, that consistency matters. The same discount logic can be applied across different accounts, making performance easier to compare, explain and act on.

The Takeaway

Knowing whether a product is discounted is useful.

Knowing how heavily it is discounted is much more useful.

Discount Label Rule gives retailers and agencies a clearer way to segment sale products by discount depth, then use that data across Google Ads, reporting and performance rules.

It helps teams understand how much of their performance is coming from lighter discounts, deeper promotions or heavily reduced stock. It also gives more context around spend, ROAS and margin, especially during busy trading periods.

Discounts can help drive performance, but they need context.

Discount Label Rule gives teams a cleaner way to add that context directly into the feed.