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Google Express performance reports

Express reporting lets you track your Google Express sales, by store and overall, and identify your most popular products. You can also find opportunities to earn more by reducing rejections thanks to findings in more detailed reports.

Purchases on Google (POG) advertisers also have access to sales reports and insights into how they can improve their fulfillment processes.

How it works

You can interact with reports in several ways: view dashboards that give you a snapshot of the most important numbers for your business, or customize and export your own dashboards.

You can see all historical data in your dashboards or set them to aggregate daily, weekly, or monthly. You can also compare custom or pre-set time periods to track growth and changes in your business. Below are the 3 Express dashboards:

  1. Summary: Overviews the most important sales data for all of your stores or fulfillment centers
  2. Stores: Breaks down similar information, by store or fulfillment center
  3. Products: Shows sales and rejections by product and top product categories

Report metrics

You’ll find definitions for the metrics reported via the Express dashboards below:

Metric Definition
Sales* Total sales, including shipping and delivery fees, minus taxes.
AOV Average order value, or the average spent per customer (for fulfilled orders).
AOS Average number of items per order.
Fulfilled orders

Total fulfilled orders. Includes fulfilled but returned orders.

Fulfilled items Total fulfilled items. Includes fulfilled but returned items.
Fill rate Items fulfilled, as a percentage of all items ordered.
Lost sales Sales lost when items are rejected by the retailer.
Swapped items Items swapped for acceptable substitutes.
Rejections Items rejected.
OOS items Items that are marked as out of stock or no longer available.

*In the Products dashboard the “Estimated Sales” reported for Top 100 products and for the Fill rate by category reports are based on the price in your offer feed, not the price when the item is paid for by the retailer.

Data freshness

As you look at your Express Reporting account data, it’s important to consider how fresh your statistics are. Performance data isn’t available instantly – metrics are typically updated from the previous calendar day’s order fulfillment data. When tracking your performance, it’s important to know that recent account data may not yet be available.

Google processes reports daily in Pacific time [GMT-8], so you should factor in your time zone when determining at what time your previous day’s metrics will be available. For instance, we create sales data for the prior day daily at 4 A.M. Pacific time. If you’re located in New York City [GMT-5], you won’t see updated sales data from January 1 until 7 A.M. on January 2  because New York is 3 hours ahead of the Pacific time zone.

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