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.
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.
|Site Name||The Provider where the SKU is listed. Currently this will always be "Google Shopping."|
|Ad Group|| |
|*SKU||The unique value assigned to the product.|
|*Title||The title of the product.|
|ProductTargetName||This 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.|
|ProductTargetTrackingID||This is the unique TrackingID used in ChannelAdvisor that identifies the target used for this performance data.|
|**Avg. Rank|| |
|**Impressions||The number of times someone viewed an ad associated with this target. This data is not available when you summarize at the product level.|
|Clicks||The 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 Hits||The traffic to the SKU as measured by ChannelAdvisor.|
|Assists||The number of times the product was clicked prior to another advertisement receiving a conversion.|
|Event Value||The sum of the value of any custom events.|
|Marketing Cost||The 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 Cost||The 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.|
|Orders||The number of orders tracked for the product.|
|Revenue||The sum of all orders' revenue associated with the product; also referred to as GMV.|
|**CTR||Click Through Rate = Clicks / Impressions|
|Conversion %||Orders / Pixel Hits|
|Avg. CPC||Average Cost Per Click = (Marketing Cost) / Clicks|
|E.R.S.||Effective Revenue Share = (Marketing Cost / Revenue) = 1 / ROAS|
|Avg. Order Value||Revenue / Orders|
|CPO||Cost Per Order = Cost / Orders|
|ROAS||Return on Ad Spend = Revenue / Marketing Cost = 1 / ERS|
|Net Margin||Revenue - Marketing Cost - Product Cost|
|T.R.S.||Total Revenue Share = (Marketing Cost + Product Cost) / Revenue = 1 / ROI|
|ROI||Return 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.