About reporting conversions with basket data

Measure the number of transactions, along with the revenue and profit generated by your Shopping ads, with basket conversions reporting. If you use Google Ads conversion tracking (GACT), you can submit basket data for purchase or sale conversions. If you don't already have conversion tracking in place, you'll need to set up conversion tracking.

An ad click on one of the products that you feature through Google Ads may lead to sales of other products. See which items are purchased after your ads are clicked, which products are most likely to convert, and which items are your top sellers.

Benefits

  • Detailed reporting on items sold
  • Clear measure of revenue and profit generated by Shopping ads
  • Detailed reporting on basket size and average order value

How to report conversions with basket data

To submit basket information, you need to adopt Google’s global site tag. Google Analytics (GA) users who already provide basket data via eCommerce extensions can switch to the global site tag and send the same information to both GA and GACT. This may accelerate your adoption of basket reporting.

Learn how to set up and test basket conversions reporting

Get reports on basket conversions

The basket-conversion data that you provide will be used to generate conversion reports that contain additional details about your sales and sold products, such as:

  • Which bidding entities (campaigns/ad groups/product groups) drive product sales
  • Whether or not users bought the products featured in the ads that they clicked
  • Whether or not users bought products other than those featured in the ads that they clicked
  • How different bidding dimensions (e.g. device or geographic location) affect basket size and average order value
  • Which bidding entities deliver the highest gross profit
Note: An item can be reported if the Merchant Center ID of the item is the same as the Merchant Center ID that is linked to the user's Google Ads account.

Basket-conversion reports give you insight into conversions at the product level. For example, let’s say that you sell red shoes, and in your basket-conversion reports you see that the product 'red shoes' is attributed with a purchase conversion. This means that red shoes were featured in an ad that was clicked by someone who later bought one of your products. This does not, however, mean that the person who clicked the ad bought the product that was featured (in this case, red shoes).

With the help of your basket information and associated reporting, the performance report becomes more useful and can help you make more informed decisions. For example, based on your basket-conversion data, you may choose to increase your bid on the products that bring the most conversion-related traffic, rather than products that come in as your 'top sellers'.

Basket reporting key metrics

Attributed sales metrics

Attributed sales metrics measure the impact of a product as a lead generator. They are calculated with consideration for all orders that are attributed to a click on an ad for a specific product. You can see these metrics in the Product groups page, Ad groups page, Campaigns page and the Report Editor. These metrics include the following:

  • Orders: Completed transactions on your site that are attributed to clicks on an ad.
  • Revenue: Total amount of income from all transactions that are attributed to clicks on an ad. Revenue is calculated as the sum of the price of all items in a basket.
  • Average order value: A metric that is calculated by dividing the revenue (total amount of income from all transactions) by the number of orders (transactions that result from clicks on ads).
  • Average cart size: The average number of products in the order basket. This metric is calculated by taking the sum quantity of items in a basket and dividing it by the number of orders.

Offer-level sales metrics

Offer-level sales metrics measure the actual products sold in orders. They can help you understand what people buy when they click on an ad. You can see these metrics in the Report Editor. These metrics include the following:

  • Units sold: The total number of sales of a product.
  • Product revenue: The total amount of income from a product.

Cross-device conversions support

To offer a more complete report of basket reporting metrics, Google takes into account cross-device conversions.
We use models based on aggregated and anonymous data from users who have previously signed in to Google services. These models predict cross-device conversions and basket reporting metrics that Google is unable to observe directly. This allows us to provide reporting on cross-device behaviour that combines observed and modelled conversions without compromising user privacy.

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