Any merchant who runs Google Ads Shopping campaigns will now be able to see e-commerce data in the UI to gain a clearer sense of what products are driving profitable cart transactions.
With this data available in Google Ads just over a month out from the holiday shopping surge that kicks off with Black Friday, merchants will have a better sense of the profitability of their Shopping campaigns and how to optimize for greater gross profit.
The columns will be available at the product-level to provide insights such as what products will most likely convert, driver higher order values and more. With this new reporting, you’ll see when products that get clicks lead to sales of other products. As an example, this sort of insight may show that seemingly less productive products are actually driving sales of your top sellers.
Users can view this data with dimensions, such as device or geographic location in order to analyze how each one affects profitability, average order value and cart size.
Merchants who are capturing cart data with Google Ads conversion tracking can see additional revenue and profitability data attributed down to the product level. The new metrics, which are in beta currently, takes cross-device conversion into account.
The cart data columns are:
- Orders: Sales attributed to ad clicks.
- Average cart size: Sum of items in-cart divided by number of orders.
- Average order value: Revenue from clicks on ads divided by the number of orders attributed to ad clicks.
- Cost of goods sold (COGS): Total business costs attributed to a product.
- Revenue: Income from transactions attributed to ad clicks. Calculated as the sum price of items in a cart attributed to an ad click.
- Gross profit: Total profit from transactions attributed to an ad click. Calculated as Revenue minus COGS.
With the Report Editor, you’ll be able to see more information about products purchased from Shopping campaigns with these product-level metrics:
- Units sold: Total number of sales of a product.
- Product revenue: Total income from a product.
- Product gross profit: Total profit from a product.
- Product average COGS: Business costs attributed to the product divided by the number of products sold, and weighted by product impressions.
In order to see these new columns, you will have to have Google Ads conversion tracking set up with the Google global site tag.
IN order to get the gross profit reporting data, you have to include values for the cost_of_goods_sold attribute under “Price $ availability” in your product feed submitted in Google Merchant Center.
Check out this help page for the set up information.