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Competitive pricing and expanded assortment are key to growing your business. Buy on Google insights reporting shows you the competitiveness of your products, and may help you make changes to improve your performance.
This article explains Buy on Google insights reporting benefits and uses.
The Buy on Google insights tab in Merchant Center includes 2 sections:
- Competitiveness: The number of times your products won the top positions against retailers selling the same Buy on Google products and those co-impressed non-Buy on Google items.
Keep in mind: “Winning the top positions” means that you’re one of the top retailers for a product when customers add the product to their cart. For instance, top positions are displayed in search results and on the product details page.
- Opt-in recommendations: Products that you advertise in Shopping ads ordered by their potential to perform well on Buy on Google if opted in.
You can download a copy (.csv) of the report by clicking the download icon in the top right corner.
How to use the competitiveness report
The competitiveness report shows you how your products are performing in comparison to the same products sold by other retailers (this implies both BoG offers and non-Buy on Google offers).
Winning the top positions is one way to boost your performance on Buy on Google. Top position wins are influenced by a number of factors, including price competitiveness and shipping speed.
The report summary at the top of the page will provide key statistics to help you track and improve your performance. You can select the category you’d like to focus on to adjust the report summary.
- Top positions performance: The quantity of your products at each top position level over the last 7 days. Note that the top positions performance data is available only for some of your products: the report won’t provide the top positions performance if you’re the only retailer selling the product or if the product has received very low traffic.
- High: products that won 66-100% of the top positions.
- Medium: products that won 33-66% of the top positions.
- Low: products that won 0-33% of the top positions.
- Top positions week-over-week changes: The quantity of your products whose top position wins:
- Decreased this week compared to last week (for example, products that were at High 7 days ago and are now at Low).
- Increased this week compared to last week (for example, products that were at Medium 7 days ago and are now at High).
Look into your top opportunities by sorting by Page view score. This will help you identify the most popular products on Buy on Google.
To get the most from the competitiveness report, select the products with low or medium top position wins. Low or medium wins may mean that you weren’t price competitive in the last 7 days. For that set of products, check to see if your prices are still not competitive (in other words, check to see if your current price is higher than the current lowest competitor price). If so, then consider adjusting your price. This may improve your top position wins for these products. Keep in mind, lowering your price does not guarantee you’ll win the top positions, but it may help.
Data is available in the following views:
- Category (1st level and 2nd level)
|Top position wins last 7 days||Top position wins shows if your product won the top positions in the last 7 days:
|Page view score||A score between 0 and 100 that ranks your product’s page views (on Google Express relative to the most popular product in your inventory). A score of 100 represents your product’s highest sales opportunity.|
|Sales last 30 days||Your total sales on Buy on Google within 30 days from when this report was last updated.|
|Your current price||Your price when this report was last updated.|
|Current lowest competitor price||The lowest price that another retailer was selling this product for on Buy on Google when this report was last updated. Lowest competitor price is only available when you have the product in stock.|
|Price difference||The percentage difference between your price and current lowest competitor price. A positive value means your price is above the lowest competitor price. A negative value means your price is below the lowest competitor price.|
|Low top position products||The number of products that are not consistently appearing in the top positions.|
|Sales last 30 days||Your total sales on Buy on Google in the last 30 days.|
|Total products||Number of products you’re selling on Buy on Google for a given brand or category.|
|Avg. price difference||Average difference between your price and the lowest competitor price within this brand or category, weighted by your traffic for each product on Buy on Google.|
How to use the opt-in recommendations report
The opt-in recommendations report shows products that you advertise in Shopping ads ordered by their potential to perform well on Buy on Google if opted in.
Data is available in the following views:
- Category (Level 1 and Level 2)
|Potential on Buy on Google||An estimate of how a product would perform if you choose to sell it through Buy on Google. This potential is determined by the sales potential for the product. If you rank your products by the potential on Buy on Google (in descending order), the first product (flagged as high potential) may have a higher potential compared to those ranked below that are also flagged as high.|
|Your current price (on Shopping Ads)||Price of the product submitted in your product data feed when this report was last updated.|
|Current lowest competitor price||The lowest price that another merchant was selling this product for on Buy on Google when this report was last updated. Lowest competitor price is only available when you have the product in stock.|
|Price difference||Percentage difference between your price on Shopping ads and lowest competitor price on Buy on Google. A positive value means your price is above the lowest competitor price. A negative value means your price is below the lowest competitor price.|
|High potential products||Number of products that are likely to perform well if you choose to sell them through Buy on Google. This recommendation is determined by the sales potential for these products.|
|Products not on Buy on Google||Total number of products that you haven’t opted to sell on Buy on Google.|
|Avg. price difference||Average difference between your price in Shopping ads and the lowest competitor price on Buy on Google within this brand or category, weighted by the traffic of your products in Shopping ads.|
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