How To

Google Shopping Performance Report

The Google Shopping Performance report gives you traffic, revenue and cost performance data for your Google Shopping Product Listing Ads.  This information is similar to the information on other Performance reports, however it contains information specifically relevant to the management of Google Shopping Product List Ads.

Prerequisites


The following steps should be completed prior to beginning this task:

Google Shopping Performance Report


  • This report can be summarized either by Target or by Product.
  • Some data from Google is only provided at the Target level.  So when you summarize this report by Product, the Click and Marketing Cost data will be estimated based on the data available to us.
  • The Google Shopping Performance Report contains the data listed below.

Column NameDescription
Site NameThe Provider where the SKU is listed.  Currently this will always be "Google Shopping."
Campaign 
Ad Group 
*SKUThe unique value assigned to the product.
*TitleThe title of the product.
ProductTargetNameThis uniquely identifies the Google Shopping Target that was used for this performance data.  Since you cannot (currently) assign a "name" to a target, this is a unique description of the target, based on the target's definition.
ProductTargetTrackingIDThis is the unique TrackingID used in ChannelAdvisor that identifies the target used for this performance data.
**Avg. Rank 
**ImpressionsThe number of times someone viewed an ad associated with this target.  This data is not available when you summarize at the product level.
ClicksThe number of times someone clicked on this product or a product associated with this target.  When you summarize this report by Target, this number will be exactly what Google reports.  However, when you summarize by Product, this number is an estimate derived by ChannelAdvisor.
Pixel HitsThe traffic to the SKU as measured by ChannelAdvisor.
AssistsThe number of times the product was clicked prior to another advertisement receiving a conversion.
Event ValueThe sum of the value of any custom events.
Marketing CostThe Marketing Cost incurred by clicks on this product or products associated with this target.  When you summarize this report by Target, this number will be exactly what Google reports.  However, when you summarize by Product, this number is an estimate derived by ChannelAdvisor.
Product CostThe cost of your product, as you've specified it in your inventory.  For example, many retailers will choose to use Cost of Goods Sold here.
OrdersThe number of orders tracked for the product.
RevenueThe sum of all orders' revenue associated with the product; also referred to as GMV.
**CTRClick Through Rate = Clicks / Impressions
Conversion %Orders / Pixel Hits
Avg. CPCAverage Cost Per Click = (Marketing Cost) / Clicks
E.R.S.Effective Revenue Share = (Marketing Cost / Revenue) = 1 / ROAS
Avg. Order ValueRevenue / Orders
CPOCost Per Order = Cost / Orders
ROASReturn on Ad Spend = Revenue / Marketing Cost = 1 / ERS
Net MarginRevenue - Marketing Cost - Product Cost
T.R.S.Total Revenue Share = (Marketing Cost + Product Cost) / Revenue = 1 / ROI
ROIReturn on Investment = Revenue / (Marketing Cost + Product Cost) = 1/TRS

* These fields will only appear when you choose to summarize the report by Product.

** These fields will only appear when you choose to summarize the report by Target.

The Google Shopping Performance report gives you traffic, revenue and cost performance data for your Google Shopping Product Listing Ads.  This information is similar to the information on other Performance reports, however it contains information specifically relevant to the management of Google Shopping Product List Ads.

Prerequisites


The following steps should be completed prior to beginning this task:

Google Shopping Performance Report


  • This report can be summarized either by Target or by Product.
  • Some data from Google is only provided at the Target level.  So when you summarize this report by Product, the Click and Marketing Cost data will be estimated based on the data available to us.
  • The Google Shopping Performance Report contains the data listed below.

Column NameDescription
Site NameThe Provider where the SKU is listed.  Currently this will always be "Google Shopping."
Campaign 
Ad Group 
*SKUThe unique value assigned to the product.
*TitleThe title of the product.
ProductTargetNameThis uniquely identifies the Google Shopping Target that was used for this performance data.  Since you cannot (currently) assign a "name" to a target, this is a unique description of the target, based on the target's definition.
ProductTargetTrackingIDThis is the unique TrackingID used in ChannelAdvisor that identifies the target used for this performance data.
**Avg. Rank 
**ImpressionsThe number of times someone viewed an ad associated with this target.  This data is not available when you summarize at the product level.
ClicksThe number of times someone clicked on this product or a product associated with this target.  When you summarize this report by Target, this number will be exactly what Google reports.  However, when you summarize by Product, this number is an estimate derived by ChannelAdvisor.
Pixel HitsThe traffic to the SKU as measured by ChannelAdvisor.
AssistsThe number of times the product was clicked prior to another advertisement receiving a conversion.
Event ValueThe sum of the value of any custom events.
Marketing CostThe Marketing Cost incurred by clicks on this product or products associated with this target.  When you summarize this report by Target, this number will be exactly what Google reports.  However, when you summarize by Product, this number is an estimate derived by ChannelAdvisor.
Product CostThe cost of your product, as you've specified it in your inventory.  For example, many retailers will choose to use Cost of Goods Sold here.
OrdersThe number of orders tracked for the product.
RevenueThe sum of all orders' revenue associated with the product; also referred to as GMV.
**CTRClick Through Rate = Clicks / Impressions
Conversion %Orders / Pixel Hits
Avg. CPCAverage Cost Per Click = (Marketing Cost) / Clicks
E.R.S.Effective Revenue Share = (Marketing Cost / Revenue) = 1 / ROAS
Avg. Order ValueRevenue / Orders
CPOCost Per Order = Cost / Orders
ROASReturn on Ad Spend = Revenue / Marketing Cost = 1 / ERS
Net MarginRevenue - Marketing Cost - Product Cost
T.R.S.Total Revenue Share = (Marketing Cost + Product Cost) / Revenue = 1 / ROI
ROIReturn on Investment = Revenue / (Marketing Cost + Product Cost) = 1/TRS

* These fields will only appear when you choose to summarize the report by Product.

** These fields will only appear when you choose to summarize the report by Target.

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