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Benefits
Merchant Center offers different ways to find out how ads and free product listings are performing. This key data can help retailers decide what strategy will work best for getting their products in front of the right audiences. This article explains how marketplaces can access an aggregated view of their merchants' performance data.
What's available?
Tracking data from ads and free listings
Before it can start creating performance information for marketplaces, Merchant Center needs to be able to see tracking data from ads and free listings.
This can be done by using a Google Ads account or by adding selected attributes to Merchant Center feeds. Learn more about tracking product performance
Marketplace performance data
To view an aggregated view of the data, click Products in the Analytics section in the left-hand navigation menu. Use the tab above the dashboard to navigate through performance data across programmes.
Types of performance metrics
Clicks
We report clicks if they lead to visits to a website (desktop landing pages, mobile landing pages or apps). For free local listings, we also count the clicks to merchant- or Google-hosted local shop fronts. These are clicks on product links in product data feeds.
Impressions
Impressions count how often products are shown. An impression is counted each time that a Shopping ad, free listing or free local listing is shown. We only count impressions for which customers had the option to visit a website.
If products show zero impressions, then merchants should verify that the products are approved and wait for a few days for the impressions to show up. Impressions may also not be shown if they are below a minimum threshold.
Click-through rate (CTR)
The click-through rate (CTR) describes how often people who see a Shopping ad, free listing or free local listing end up clicking on it.
- The CTR is the number of clicks that a listing receives divided by the number of times that it's shown: clicks ÷ impressions = CTR.
- For example, if there were 5 clicks and 100 impressions, then the CTR would be 5%.