Track your regular Product Listing Ads campaign performance

Shopping campaigns have replaced regular Product Listing Ads campaigns

As of October 2014, all regular Product Listing Ads campaigns have stopped serving ads and eligible regular Product Listing Ads campaigns have been auto-upgraded to Shopping campaigns. Your historical performance data for regular Product Listing Ads campaigns is still available. We strongly recommend that you upgrade to Shopping campaigns if you haven't already.

Learn more

There are several different ways you can see how your regular Product Listing Ads campaigns are performing:

  • Use the Ads tab, which is useful for monitoring the performance of any AdWords format, to review how your Product Listing Ads are doing.
  • Try the Auto targets tab, which is unique to regular Product Listing Ads campaigns, to review how the different groups of products you sell are doing.
  • Check out the Merchant Center page, which you can find by clicking the Tools tab, to monitor the status of products that have been uploaded to any of the Google Merchant Center accounts that are linked to your AdWords account.
  • Use third-party tracking to see the sources of clicks and conversions from your ads.


If you’re looking for a simple and flexible way to organize and promote your Google Merchant Center product inventory within AdWords, we recommend trying Shopping campaigns instead of regular Product Listing Ads campaigns.Shopping campaigns give you retail-centric tools to group and bid on the products you want and powerful reporting and benchmarking tools to monitor and optimize performance. Learn more about how Shopping campaigns work.


Product Listing Ads can appear on Google Shopping and Google Search in these countries: the US, the UK, Australia, Germany, France, Japan, Italy, the Netherlands, Brazil, Spain, Switzerland, and the Czech Republic.

Product Listing Ads only appear on Google Search in these countries: Austria, Belgium, Canada, Denmark, India, Mexico, Norway, Poland, Russia, Sweden, Turkey.

Using the Ads tab to review your ad performance

To review your ad performance, you can see the standard performance data within the Ads tab. Here are a couple of metrics that will reflect non-standard performance data:

  • % Served: This percentage divides the impressions from a single ad by the total impressions from all ads. The sum of all the percentages in an ad group will always equal 100%. When relevant, a Product Listing Ad may appear for the same search term as a text ad. This metric doesn't assume only one ad per merchant on a search term will appear in the Product Listing Ads case.
  • Average position: This metric isn't applicable to Product Listing Ads, which appear separately from standard AdWords ads. Therefore this metric will always be zero for these ads. The total row at the bottom of the data won't include Product Listing Ads in the average that's calculated for the entire ad group, campaign, or account.
Using the Auto targets tab to review your product target performance

You can see how your product targets are performing on the Auto targets tab. Use these statistics to determine how different groups of products are performing. This information can also help you choose to bid or target differently based on your ad performance.

Keep in mind that Product Listing Ads are automatically generated and targeted based on the data and feeds you've set up within your Merchant Center account. While you can define product targets within your campaigns, your ad performance is tightly linked to the data you've provided within your Merchant Center feeds. If your product targets or filters aren't matched exactly to the attributes within your Merchant Center account, your ads might not run.

For valid performance metrics, be sure to thoroughly confirm that the attributes within your feeds match the product targets and filters that you've defined within your ad groups and campaigns.

Auto targets

Track your Product Listing Ads

You can use bid management and third-party tracking tools to review the source of clicks and conversions from your Product Listing Ads. Then, you can use this information to monitor the performance of your ads. Here are the different ways that you can track your ads:

  • Use the "adwords redirect" attribute to specify a unique URL in your Merchant Center product feeds that will allow you to track your ads in the aggregate, at the product target level, or at the product level.
  • Use dynamic tracking URLs, which are destination URL templates, to manage your tracking URLs in your AdWords account.

To get started, click the links below depending on how you'd like to track your ads.

Using the "adwords redirect" attribute in your Merchant Center product feeds

You can use the "adwords redirect" attribute to define new URLs for you to differentiate sources of traffic, product targets, and more. Regardless of whether you set up the "adwords redirect" attribute, we'll use the URL specified in the product's "link" attribute in your product feed whenever your products are shown in organic search. Since product feed attributes change regularly, it's best to visit the Merchant Center Help Center to learn more about how this and other attributes work.

Here are some useful ways to track clicks with different URLs:

  • Tell whether your traffic came from organic search or a paid ad.
  • Differentiate Google Shopping traffic from regular web traffic to your site.


Let's say your product URL is:

Then, you could tag the links that come from product ads with a custom parameter. For example, you could use the parameter origin=product-ads.

In this example, the URL you'd use in your "adwords redirect" attribute would be:


Monitoring your performance by shopping channel

If you’re promoting products sold in physical store locations using a Merchant Center Local Products feed, you can view campaign or ad group level performance reports for your Product Listing Ads by shopping channel when you segment your reports by click type. We’ll show you data for the three different click types, defined here:

Name of click type What it means
Product Listing Ad Click on an ad where an online product was shown
Product Listing Ad - Local Click on an ad where a local product was shown
Product Listing Ad - Multichannel Local Click on the local portion of an ad with two links--one to the local product and one to the online product
Product Listing Ad - Multichannel Online Click on the online portion of an ad with two links--one to the local product and one to the online product

Here’s how to view your performance data by shopping channel:

  1. Go to the Campaigns tab in AdWords.
  2. From the campaign or ad group you’re interested in, click the Segment drop-down menu, then select Click type.