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Framework #11

New products never get a fair chance to sell

Mark new arrivals in your product feed with the custom label value new product. A separate Google Ads or Meta Ads campaign gives them a controlled budget to collect data before joining standard campaigns.

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#11

New product control

Feed label
cl_new_products
Required data
IdoSellGoogle Ads
Type
Products
Framework #11

Why does it matter?

  • New arrivals disappear in standard campaigns

    New products compete with products that already have a sales history. They may receive too few impressions to assess their potential.

  • There is not enough data to judge

    An early lack of sales does not prove unprofitability. A product needs traffic and time to build a history.

  • A separate budget provides control

    Separating new arrivals allows independent management of their test. They do not have to compete for funding with campaigns focused on current performance.

cl_new_products

How to diagnose the problem?

Open Views → New products and check how many products are identified as new.

  1. 1

    Review products added within the last 30 days.

  2. 2

    Check for restored products, changed IDs or the effects of a feed migration.

  3. 3

    If new arrivals represent at least 10% of the assortment or more than 100 products, separate them into a dedicated campaign.

cl_new_products

Frameworks #7: No control over new products

Framework #11

Action strategy

  • AMap new product to a custom label

    In Models → Products → Model Fields & Mapping, add the new products field and verify the new product result after run mapping. Assign the field to an available custom label in the advertising channel.

  • BProvide a controlled testing period

    Create a campaign exclusively for new product and exclude this value from other campaigns. Use Maximize conversions or Maximize conversion value without tROAS or tCPA; the optional do not refresh setting requires the label to be unlocked later.

KPI

What to measure?

  • New product revenue

    Monitor sales generated by the new product campaign.

  • New product traffic

    Check whether products receive more of the traffic needed for assessment.

  • Purchases and assisted contribution

    Analyze direct purchases and support for other channels and campaigns.

New products receive a dedicated data-gathering stage and their own budget. Without a refresh lock, they leave the segment according to the new-product rule and can enter the standard campaign structure.

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Framework #11

Frequently asked questions

Why was an existing product marked as new?

It may have returned to the feed, received a new ID or appeared after a data-source migration. In Data Octopus, new status does not necessarily mean the product has just launched in the store.

Does do not refresh stop product advertising?

No. It prevents automatic updates to segment membership. In Data Octopus, the lock must later be removed so products can leave the label according to current data.

Does a product get a full test period from campaign launch?

Not automatically, because it may already have been in the feed for some time. In Data Octopus, the optional segment lock can keep that group together for a controlled test.

What should I check after a store migration?

Verify identifier continuity and the number of products identified as new. Data Octopus may treat the entire new feed as new arrivals, requiring attention before campaign filters are activated.

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