Track your analytics

Tracking your analytics process flowchart

You can review your product analytics directly in your Manufacturer Center account. Google provides analytics for eligible products that you have created or uploaded into your account.

This article describes how to view, download, and understand your product analytics report. 

Requirements

In order to view certain Manufacturer Center analytics reports, specific attributes will need to be included in your product data:

  • item_group_id: For access to top shared impressions, top performing groups, top trending groups, and product performance data in groups, item_group_id must be included and approved. item_group_id is required for accurate comparisons between groups, so it’s important that your data accurately reflects all product variants.
  • suggested_retail_price: For access to the top MSRP gaps report, suggested_retail_price must be included.

View your analytics

You can view a range of analytics for single product variants and product groups. With this data, you can see the performance of your products advertised on Google. Certain metrics are only available for single product variants, and others are only available for group products. To view metrics for product groups, an item_group_id must be provided for these products.

Performance metrics

Performance metrics enable you to review and compare the impact of your products and brands on Shopping Ads and track and compare your products’ performance over time. You can use them to prioritize and balance your investment based on impact and adjust your market positioning of different products.

  • Impressions: The number of times an ad for your product has been shown when someone searches on Google
  • Clicks: The number of times an ad of your product is clicked on
  • Clickthrough rate (CTR): A ratio showing how often people who see an ad for your product end up clicking it.

Impressions, clicks, and CTR are calculated for paid ads promoting your products on Google. These ads could have been created by you or any seller of your products. In order to protect retailer privacy, analytics are only available for approved products that have a minimum of 5 sellers and a verified brand.

To view your product analytics, select Products from the left navigation.

Performance Trends
 Visual representation of what "performance trends" look like within the Manufacturer Center UI

These graphs will be available when you select Insights from the "Products" section:

  • Top performing groups: The groups that had the most impressions or clicks during the selected time period. (Requires the item_group_id attribute)
  • Top trending groups: The groups with the largest change in impressions or clicks between the two compared time periods. (Requires the item_group_id attribute)
  • Top price changes: This table shows the products with the largest percentage change in their average price (weighted by impressions or clicks) between the two compared time periods.
  • Top MSRP gaps: The products with the biggest percentage difference between their MSRP and market price, weighted by impressions or clicks. (Requires the suggested_retail_price attribute)

Graph:

  • Performance trends: Top performing groups

Description:

  • These graphs highlight which groups are getting the most impressions and the most clicks.

Value and Actionable Steps:

  • Keep an eye on the relationship between your top performing groups in terms of impressions and clicks.
  • If you see a discrepancy (e.g. the top performing group in terms of impressions is not the top performing in terms of clicks): If the top impressed groups are not the same as the top clicked groups, your top impressed groups may not be represented as well as they should be, which means that they lack information of interest to users or that this information is of poor quality. Reach out to your data partner or work on your own to make sure that Google has the highest quality images for these products. This can be done by improving your feed or editing the product in Manufacturer Center. Also review product titles and descriptions, and verify the Google Shopping page that can be accessed from the Manufacturer Center for some products in the group. If you find there are errors with the data displayed on the Google Shopping page, please let us know. You might also consider supplying a feature_description or rich_product_content attribute to make these top products shine.
    • Also check the graph for products with shared impressions. This can help you determine if the reason for a low CTR is not due to the quality of your own content, but rather that another product (or products) is more likely to be clicked by customers. Learn more about Group Insights

Graph:

  • Performance trends: Top Trending Groups

Description:

  • Highlights the groups with the biggest change in popularity.

Value and Actionable Steps:

  • Make sure that these items are well represented. Check the CTR for the items that are rising in popularity by looking at the Group Insights. If it’s on par with your top trending items, you don’t need to do anything.
  • If you find that the CTR for these groups is below the CTR of your other top groups, work with your data partner or agency to make sure that the product content that you provide for these items is of high quality . Make sure that we have the best images you can find for these products, review the titles and descriptions, and check the Google Shopping page for some products in the group. If you find inaccurate or low quality product content on the Google Shopping page, you can submit feedback to Google. Also consider supplying a feature_description or rich_product_content attribute to make these top products shine.
    • Also check the graph for products with shared impressions. This can help you determine if the reason for a low CTR is not due to the quality of your own content, but rather that another product (or products) is more likely to be clicked by customers. Learn more about Group Insights

Graphs:

  • Performance trends: Top price changes
  • Performance trends: MSRP gaps

Description:

  • These graphs are indicators of price stability. The changes are weighted by the impressions or clicks the items receive. Big changes can indicate a problem with your item’s price competitiveness resulting in a drop in average market price for a certain product. Decreased supply or increased product popularity in a given market can also result in price increases.

Value and Actionable Steps:

  • These graphs can help you find signals that:
    • Your product pricing is unstable. Retailers are having trouble coming up with a price at which your product will sell better than the competition. Reach out to your top retailers and spot-check prices on Google and confirm if they are matching this discrepancy. Keep in mind that there may be some discrepancies in this graph due to cross-selling between different currencies.
      • Always drill into these graphs and check the graphs for the variants in the unstable group. Find the items on the variants page that have the item_group_id from the group, then see if the pricing for any item is particularly unstable.
        Note: each variant will need at least 5 sellers in order to show this information.

Graph:

  • Performance trends: Top Groups Key Performance Indicators (KPIs) time series

Description:

  • This graph compares the impressions, clicks, and CTR for up to 4 product groups along the selected time frame. By default, it compares the top 4 groups by impressions.

Value and Actionable Steps:

  • Keep an eye on the relationships between your top performing groups in terms of impressions and clicks.
  • Look for interesting trends and spikes affecting your products recently. This can help you identify if recent events or marketing campaigns have resulted in increased interest in some of your products.
Variant Insights
This a visual representation of what the Manufacturer Center UI looks like to update "variant insights".
These charts and graphs will be available when you select Variants from the "Products" section and click a variant from the list:
  • Key performance indicators: The overall performance of impressions, clicks, or clickthrough rate (CTR) of single variant products.
  • Top search terms: Shows the search terms that result in a click or an impression for your product most often. The "Share of your impr." column ranks search terms as a percentage of all the search queries that resulted in a click or an impression for your product. The "Your CTR" column shows the clickthrough rate (CTR) of the search query for your product. Top search terms help you better understand how consumers think about your products.
  • Price trends: Shows the change in market price of your product during the selected time period. You can see the average or median price by impressions and clicks, and the most recent manufacturer’s suggested retail price (MSRP).

Graph:

  • Variant insights: KPI time series

Description:

  • This graphs impressions, clicks, and clickthrough rate (CTR) for your products.
    • The impressions and clicks serve the same purpose at a variant level but may not always be available. The recommended actions here are the same as other KPI graphs: check CTR discrepancies, decide whether to add content, and check for products that are suspiciously shown beside yours.

Value and Actionable Steps:

  • If you find that some variants are missing from the graph, it could be that not enough sellers have that variant, sellers aren’t highlighting it, or some variants aren’t as popular as others (e.g. some shoe sizes are searched for more often than others). Consider this as a hint but it may reflect information you already know.

Chart:

  • Variant insights: Top search terms

Description:

  • These are the search terms that users are most likely to have entered that resulted in your product being shown and/or clicked.

Value and Actionable Steps:

  • This chart helps you understand your product’s perception. Check it for any product that is trending upward or downward. When used with the trending graph, this graph may indicate that a perception change is responsible for an increase or decrease in performance, which you can then act on accordingly. 

Chart:

  • Variant Insights: Price Trends

Description:

  • This chart depicts how much the price of your product is changing and the average or median range of prices that your product can be sold at.

Value and Actionable Steps:

  • Use this in combination with information about impressions and CTR to spot unexpected discrepancies and trends and communicate with your sellers accordingly.

Download

You can download your analytics data for variant insights as a CSV file by clicking the download icon Download on the right side of the screen.

Group insights

Visual representation of what "group insights" look like within the Manufacturer Center UI
These charts and graphs will be available when you select Groups from the "Products" section (requires item_group_id):
  • Key performance indicators: The overall performance of impressions, clicks, or clickthrough rate (CTR) of all products that share a valid item_group_id. The same graphs can also be selected for the related Category of products so that you can compare your own products’ performance against those of others.
  • Top products with shared impressions: The competing products that are frequently triggered along with a selected product in searches. This can be grouped by all brands or competing brands. (Requires the item_group_id attribute)
  • Top search terms: Shows the search terms that result in a click or an impression for your product most often. The "Share of your impr." column ranks search terms as a percentage of all the search queries that resulted in a click or an impression for your product. The "Your CTR" column shows the clickthrough rate (CTR) of the search query for your product. Top search terms help you better understand how consumers think about your products.

Graph:

  • Group Insights: Key performance indicators time series

Description:

  • This graphs Impressions, Clicks, and Clickthrough rates for your product groups, but also allows you to compare these values to the category benchmarks (by selecting Bench. impr., Bench. clicks, or Bench. CTR).

Value and Actionable Steps:

  • Compare your CTR to that of your category competitors in order to identify products that can benefit from better representation online. If your CTR is suffering relative to category benchmarks, provide us with all product attributes, high-quality images, and detailed descriptions, and consider adding the feature_description or rich_product_content attributes.

Graph:

  • Group insights: Top products with shared impressions

Description:

  • This chart informs you if your own products tend to show up in the same query results or if competing products are likely to show alongside yours in given queries.

Value and Actionable Steps:

  • Keep an eye on these tables, particularly for your top trending groups. If a competitor’s product is showing alongside yours in a context that makes no sense, this could be an indication that someone is attempting to optimize for your queries. If you think there is a reason to suspect this, contact us.
Note: In many cases it makes perfect sense that competing products show alongside yours. Use this graph in combination with top search terms to look for results that make no sense.

Chart:

  • Group insights: Top search terms

Description:

  • These are the search terms that users are most likely to have entered that resulted in your product being shown and/or clicked.

Value and Actionable Steps:

  • When used in combination with “Top Products with Shared Impressions”, this chart may allow you to spot something that can help you adjust your marketing strategy in order to change the perception of your product (and you can see feedback here if this is working in a given region). Also, if you see terms here that shouldn’t apply to a product that is being shown with yours in “Top Products with Shared Impressions”, reach out to us for support.

Download

You can download your analytics data for group insights as a CSV file by clicking the download icon Download on the right side of the screen.

Learn more about how to manage your product data in Manufacturer Center

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