Whitelabel CSS Glossary

This glossary covers terms specific to whitelabel CSS operations. If you are looking for general CSS and Google Shopping terminology, see the Google Shopping CSS Glossary. The terms below are organised alphabetically and focus on the concepts that matter when evaluating, setting up, and running a whitelabel CSS.

"By [CSS Name]" Label

The small text attribution that appears below every Google Shopping ad in European markets. It displays the name of the CSS that submitted the product listing, formatted as "By [CSS Name]." With whitelabel CSS, this label shows your brand name instead of a third-party provider. The label is clickable and directs users to the CSS's comparison shopping website. This label is the most visible element of CSS branding and the primary reason agencies invest in whitelabel solutions.

Comparison Shopping Website

A functioning price comparison website that Google requires every CSS to operate. The site must display products from multiple merchants, allow users to compare prices, and meet Google's quality standards. In a whitelabel setup, the comparison website is built on your domain with your branding, and your whitelabel provider handles the technical implementation and ongoing maintenance. Users who click the "By" label on Shopping ads land on this website.

CSS Center

The Google Merchant Center account that serves as the hub for a CSS operation. A CSS Center is a special type of Merchant Center account that can manage multiple child Merchant Centers (one for each client or shop). When you set up whitelabel CSS, your provider creates a CSS Center registered under your brand name. This account is where you add and remove merchant clients. For details on the setup process, see our how it works guide.

CSS Compliance

The set of ongoing requirements that Google imposes on certified CSS providers. Compliance includes maintaining an active and functional comparison shopping website, adhering to Google's advertising policies, and passing periodic audits. Non-compliance can result in CSS suspension, which affects all merchants under that CSS. In a whitelabel arrangement, compliance is typically managed by the provider. Ask about a provider's compliance track record when evaluating options.

CSS Margin

The difference between what a CSS charges its merchants and the CSS's own operating costs. For agencies running whitelabel CSS, the margin is the gap between per-client fees collected and the whitelabel platform cost. Because platform costs like Cobiro's 239 EUR per month are fixed, the margin percentage increases with every additional client. At 50 clients charging 40 EUR per month, the margin reaches approximately 88%. See the pricing guide for detailed margin analysis.

DNS Setup

The domain name system configuration required to point your comparison shopping website to the provider's infrastructure. Typically, this involves adding a CNAME or A record to your domain's DNS settings so that a subdomain (such as shopping.youragency.com) resolves to the provider's servers. DNS setup is a one-time technical step that usually takes a few minutes to configure and up to 48 hours to propagate globally. Your whitelabel provider will supply the specific DNS records you need.

Google CSS Audit

The review process Google conducts when a new CSS applies for certification. The audit evaluates the comparison shopping website for quality, functionality, and compliance with Google's policies. Google checks that the site displays real product data, offers price comparison functionality, and meets design standards. The audit typically takes one to three weeks. Experienced whitelabel providers like Cobiro have a proven track record of passing audits efficiently because they build comparison sites to Google's known standards.

Google Shopping Europe

Google's own CSS, which is the default comparison shopping service for merchants in European Economic Area countries. When a merchant creates a Google Merchant Center account and runs Shopping ads without selecting a third-party CSS, their ads are served through Google Shopping Europe. The "By" attribution on these ads reads "By Google." Merchants can switch from Google Shopping Europe to a third-party CSS (including whitelabel CSS) at any time without disrupting their campaigns. For background on the CSS programme, see our what is whitelabel CSS overview.

Merchant Center Switch

The process of moving a merchant's Google Merchant Center account from one CSS to another. In practice, this means changing the CSS domain association in the merchant's Merchant Center settings. The switch does not affect active campaigns, product listings, or account data. Products continue to serve during the transition. For agencies onboarding clients to their whitelabel CSS, this is the core operational step. The onboarding guide covers the process in detail.

Premium CSS Partner

A certification level granted by Google to CSS providers that meet elevated criteria for scale, quality, and compliance. Premium Partners have typically been operating for several years and manage a significant number of Merchant Centers. The designation signals a higher level of trust and capability. When choosing a whitelabel provider, Premium Partner status is a meaningful differentiator. Cobiro holds Premium CSS Partner certification.

Price Comparison Platform

A broader term for the comparison shopping website and its underlying technology. The platform typically includes product data aggregation from multiple sources, search and filtering functionality, price tracking, and the front-end website that users interact with. In a whitelabel context, the platform is provided by the whitelabel provider and customised with your branding. The quality of this platform directly affects both Google compliance and user experience.

Whitelabel Fee

The monthly cost a whitelabel CSS provider charges for operating your branded CSS. This fee covers the CSS Center, the comparison shopping website, Google compliance, and the management platform. Pricing models vary: some providers charge a flat monthly fee (Cobiro charges 239 EUR per month regardless of client count), while others charge per merchant or require custom quotes. Understanding the fee structure is critical for calculating your CSS margins. See the revenue model for how fees relate to profitability.

Whitelabel Provider

A company that operates the technical infrastructure behind a CSS and allows other businesses to use that infrastructure under their own brand. The provider handles Google certification, the comparison website, compliance, and the management platform. The agency or brand using the service gets a fully branded CSS without building the technology themselves. The main providers in the European market include Cobiro, Adstrong, Label Up, Moose, Acsser, and Product XL. See our provider comparison for details on each.