Send Cobiro the products
worth showing.

Cobiro is a Copenhagen-based advertising automation platform, founded in 2016, that today positions itself as a Google Premium CSS (Comparison Shopping Service) partner for online stores, digital agencies, and freelance marketers. Its core products are Cobiro CSS, which routes a merchant's Google Shopping ads through Google's CSS program to qualify for a CPC discount and free product listings, and the Cobiro Label Manager, a tool that connects to a merchant's Google Merchant Center and Google Ads accounts to automate custom-label segmentation and bid control for Shopping and Performance Max campaigns.

Earlier in its history Cobiro was marketed more broadly as an all-in-one automation tool spanning Google Search, Google Shopping, and Facebook Link Ads for small businesses that had never run ads before; a Facebook Link Ads product still exists for that audience, but it is a secondary offering. Whichever product line a merchant uses, the common denominator is the same: Cobiro operates on top of a Google Merchant Center product feed rather than ingesting a completely separate proprietary feed format of its own.

Because Cobiro's Shopping and Performance Max automation reads directly from Google Merchant Center, the accuracy and structure of the feed behind that Merchant Center account determines what Cobiro can actually advertise:

1. Cobiro CSS can only apply its Google CPC discount and generate free product listings for items that are approved and active in the linked Merchant Center feed -- a broken or thin feed means fewer eligible products.
2. The Cobiro Label Manager builds its automated bid and ROAS controls around custom_label attributes layered onto your existing catalog, so a well-structured primary feed gives it more useful segments to optimize against.
3. Google's own product-data policies (accurate price, availability, and identifiers) still apply in full even when ads run through Cobiro CSS, so feed quality directly affects approval rates and account standing.

Cobiro's one verified, distinct feed mechanic is the Label Manager (CLM). Rather than editing your primary product feed by hand, CLM connects to both your Google Merchant Center and Google Ads accounts, combines data from the two (such as performance signals alongside product data), and generates a supplemental feed of custom labels. That supplemental feed is shared back into Merchant Center through a feed URL, and is linked to your existing primary feed by matching on the id attribute via Merchant Center's Feed Rules -- it only updates products whose IDs already exist in the primary feed, rather than replacing it.

This lets a merchant segment and control bids or ROAS targets for Shopping and Performance Max campaigns (for example, grouping by margin tier or bestseller status) without hand-editing the core feed for every label change.

Cobiro's documentation describes support for the standard Google Merchant Center feed formats: TXT, XML, or Google Sheets for a primary feed. Cobiro distinguishes between two feed roles:

1. Primary feed -- the required core data source you must create for your products to be eligible to show through Google at all.
2. Supplemental feed -- an add-on data source (such as the one CLM generates) that can only enrich or update specific attributes on an existing primary feed; it cannot stand in as the main data source on its own.

In practice this means a Feedance export feeding Cobiro should be built and submitted as a standard Google Shopping-compatible primary feed into Merchant Center, since that is the layer both Cobiro CSS and Label Manager build on top of.

Cobiro's support documentation on Merchant Center feed setup for Shopping ads points to the same core attribute set Google requires, with a few conditionally required fields depending on the product:

1. In Feedance, build a Google Shopping-compatible feed for your catalog, populating every field in the table above -- id, title, description, link, image_link, availability, price, brand, and gtin/mpn -- since this is the primary feed both Cobiro CSS and Label Manager read from.
2. Submit that feed into Google Merchant Center as your primary feed, in TXT, XML, or Google Sheets format, using either an existing Merchant Center account or the one Cobiro provisions when you activate a shop with Cobiro CSS.
3. Link that Merchant Center account to your Cobiro account (Cobiro CSS setup, or the Label Manager's Merchant Center connection step) so Cobiro can read the live feed data.
4. If using Label Manager, connect your Google Ads account as well, so CLM can generate its custom-label supplemental feed and share it back to Merchant Center via Feed Rules.
5. Check Cobiro's dashboard and Merchant Center's Diagnostics tab to confirm products from your Feedance feed are syncing and approved before activating Shopping or Performance Max campaigns.

Cobiro's own documentation gives one concrete, verifiable cadence: the Cobiro Label Manager's supplemental feed refreshes once a week, or immediately whenever you edit and save its settings. Cobiro's articles do not publish a specific re-fetch interval for the primary Merchant Center feed itself -- that cadence is governed by Google Merchant Center's own feed-fetch schedule, which most merchants set to at least daily. As a general practice (not a Cobiro-specific rule), keeping your Feedance-generated primary feed refreshed daily -- more often if price or stock changes intraday -- reduces the chance that Cobiro CSS or Label Manager campaigns are optimizing against stale availability or pricing.

Because Cobiro CSS and Label Manager operate on top of a standard Google Merchant Center account, the same Google product-data policies and error types apply, and Cobiro's support content addresses them directly:

General best practices (not Cobiro-specific claims) that reduce friction for a Cobiro-connected feed:

1. Keep id values permanently stable across feed updates, since Label Manager's supplemental feed depends on matching those IDs to enrich your primary feed correctly.
2. Populate both an identifier (gtin or mpn) and brand for every product from the start, rather than adding them reactively after disapprovals appear.
3. Keep availability and price in the feed in sync with the live product page at all times -- this is a standard Google Merchant Center requirement that carries through directly to Cobiro CSS campaigns.
4. If you adopt Label Manager, plan your custom_label segmentation strategy (for example by margin or bestseller tier) before your first sync, since the supplemental feed only enriches products already present with matching IDs in the primary feed.

Does Cobiro read my feed directly, or does it work through Google Merchant Center?
Through Merchant Center. Cobiro CSS and Label Manager connect to a Merchant Center account that already holds your primary product feed; Feedance's role is to produce that Google Shopping-compatible primary feed.

What feed formats does Cobiro support?
TXT, XML, or Google Sheets for the primary feed submitted to Merchant Center.

What is a supplemental feed in the Cobiro context?
An add-on feed -- such as the custom-label feed generated by Cobiro Label Manager -- that enriches specific attributes on products already present in your primary feed, matched by the id field. It cannot replace the primary feed.

How often does the Label Manager's supplemental feed refresh?
Once a week, or immediately if you edit and save its settings.

Does using Cobiro CSS exempt my feed from Google's Merchant Center policies?
No. Google's product data and shopping policies still apply in full; Cobiro CSS only changes how the ad is billed and labeled, not whether Google approves the underlying product data.

Is Cobiro still a Google/Facebook multi-channel automation tool for small businesses?
Cobiro's currently documented flagship products are Google-focused (CSS and Label Manager for Shopping/Performance Max); a Facebook Link Ads product for SMBs still exists per Cobiro's support content, but it is not the primary product line described in Cobiro's current help center and marketing pages.

Cobiro is a Copenhagen-based advertising automation company for online stores, digital agencies and freelance marketers. Today it positions itself mainly as a Google Premium CSS (Comparison Shopping Service) partner, alongside tools that automate the management of Google Shopping and Performance Max campaigns.

Its core products are Cobiro CSS, which lets merchants run Google Shopping ads through Google's CSS program to benefit from a CPC discount, and the Cobiro Label Manager, which connects to Google Merchant Center and Google Ads to automate custom-label segmentation and bidding. Earlier in its history Cobiro was marketed more broadly as an all-in-one ad tool for small businesses.

Cobiro does not ingest a separate proprietary feed. It works on top of a Google Merchant Center account, so your products are listed through a standard Merchant Center feed in TXT, XML or Google Sheets format. The Label Manager adds a supplemental feed with custom labels on top of that primary feed.

Because everything Cobiro advertises comes from Merchant Center, the quality of your primary feed decides what it can promote. Disapproved items, missing GTINs, unstable product IDs or wrong prices limit both Shopping reach and the accuracy of automated labels and bids.