Track the performance of your online store in Merchant Center

Non-product website results refer to traffic from Google to pages on your website that are not product detail pages. These pages can be your website’s home page, shipping and return policies, product category pages, or others.

Tracking the performance of your online store allows you to find opportunities to improve your online store and increase your website’s overall performance.

To initiate a new request for business data that is not already available via the Merchant Center or Content API, please contact us via the Business User Data Access Request form.

On this page

• View the performance of your online store
• Metrics for online store
• Understanding the metrics of online store

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View your performance of your online store

1. In your Merchant Center, go to Analytics.
2. Click Online store and view your performance in detail.

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Metrics for online store

Reporting on the performance of online store allows you to view key metrics on how your website clicks, impressions, click-through rates, and more are trending over time.

Note: To see the performance of online store, you need to directly verify and claim your website. If you have a parent account with multiple sub-accounts, each sub-account needs to be separately verified and claimed. Learn how to Verify and claim your store's website.

Clicks

Total count of clicks on your images or website links that lead to your online store.

Impressions

Total count of how often your images or website links appeared on Google.

Click-through rate (CTR)

Total count of how often customers who saw your images and website links on Google ended up clicking on them and visiting your online store, divided by the number of times it’s shown: clicks ÷ impressions = CTR. This illustrates how often clicks on your products led to visits to your online store. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%.

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Understanding the metrics of online store

Performance graph

The performance graph allows you to view the evolution of your performance metrics over time.

• Use the date selector to view the data for longer or shorter time periods.
• Use a shorter time period to focus on performance at a specific time, for example, if you run a promotion or during a holiday season.
• A longer time period can give you an indication of cyclical trends among your potential customers.
• Click “Compare” from the date picker to view comparisons for the time series graph. By default, the metric in the scorecard shows a comparison with the previous period selected.