Insights for Ads: New segmentation names

July 13, 2026

We’re introducing new label names in Insights for Ads dashboards. This is a visual refresh to bring names more in line with the market - your underlying data, metrics, and logic remain exactly the same.

What's changed?

New label names:

• Stars → Heroes
• Potentials → Sidekicks
• Underperformers → Villains
• Invisibles → Zombies

Who is affected

• Automatically changed (as of July 13, 2026): If your dashboards do not actively use labels in the Rules or Mapping steps, they have already been updated to use the new labels automatically.

  • It is not possible change back to the previous label names once they are switched
• If you actively use labels: We have kept your previous label names active. We will not change these automatically, ensuring your live campaigns are not disrupted.

  • You prefer to keep the previous label names: No action is required and nothing changes on your dashboards.
  • You would like to switch to the new label names: Request a switch to the new labels when you're ready (before December 28, 2026).

What you need to do (if you want to switch to the new labels)

• If you want to switch, request this from your Insights dashboard. Our team will contact you via email to coordinate the exact date and time.
• Before the switch, review every place where you use these labels, including rules, mapping, and Google Ads campaign filters across all channels.

Learn more in our guide: How to switch to the new Insights Labelizer names.

Good to know before you switch

• The switch applies to your whole company.
• You can’t switch some dashboards and keep old names in others.
• Google needs time to process the new values after the switch.
• Future documentation and support materials will use the new label names.