Google Ads Shopping product report template. Your products and their categories: clicks, cost, sales and return.
The Shopping products template shows what each product in your feed costs and sells through Google Ads: clicks, impressions, spend, conversions, conversion value and ROAS, one row per product. Four key figures give the account's totals above it, and the same figures by Google product category follow below.
- 3 cards
- Shopping and Performance Max
- Last 30 days vs the period before
What is in the Shopping product report template? Totals, products, then categories.
Both tables sort by spend, the biggest first, so the products that cost most lead.
Which accounts is the Shopping product report template for?
Shops with a product feed in Merchant Center, advertising through Shopping campaigns, Performance Max, or both. A product sold through both shows once, with the figures of both added up.
Only products with impressions in the period appear. A product Google never showed is absent from the table rather than listed at zero, so look for those in Merchant Center.
How do you read a Shopping product report? Card by card, and what to do next.
Sort every product into three groups
Read the products table against your break-even ROAS: the ROAS at which a sale pays for its product cost and its ads. Each row then lands in one of three places.
Winners
- What it looks like
- ROAS well above break-even, steady sales
- What to do
- Give them room: their own campaign or listing group, a target they can beat, budget that does not run out
Bleeders
- What it looks like
- Spend past your target cost per sale, few or no sales
- What to do
- Check price, image and title against rivals; exclude them in the listing groups if nothing changes
Too early
- What it looks like
- Little spend, a few clicks
- What to do
- Leave them and read them again next month
Conversion value is revenue, not profit. A product at 4× ROAS with a 20% margin loses money; one at 3× with a 50% margin makes some. Margins belong in custom labels in your feed, so listing groups and campaigns can split on them. The break-even ROAS calculator gives the bar per margin.
Product categories
The categories card shows where the money goes by family. When one category takes 40% of spend at half the account's ROAS, it deserves a campaign and target of its own, instead of sharing a budget with your best sellers.
What does a Shopping product report show on a made-up account?
Wrenfield Outdoor
A made-up account, for illustration
Wrenfield Outdoor, a made-up shop, sells camping gear on €14,000 a month across Standard Shopping and Performance Max. Its break-even ROAS is 3.3. The products table shows a two-person tent at €2,100 spend and 9.4× ROAS, a gas stove at €1,350 and 1.2×, and a sleeping mat at €900 with no sale.
The tent moves into its own campaign with a higher target and more budget. The stove is €18 dearer than at three rival shops: Wrenfield matches the price and gives it a month. The mat is excluded from the listing groups of both campaigns.
How do you change the Shopping product report template?
- Sort the products by ROAS, best first, for a top sellers page in a client report.
- Tick Cost per conversion and Conversion rate in the products table.
- Add Analytics figures to Key figures, such as purchase revenue, to set Google Ads' conversion value beside what the site recorded.
The products table reads up to 1,000 product rows, the costliest first, and shows up to 100. Customize saves your version for the whole workspace.
Questions about the Shopping products template.
Anything else? Ask Oppy in the product, or write to the team.
What is a Google Ads Shopping product report?
A table of the products in your feed with the clicks, impressions, spend, conversions, conversion value and ROAS Google Ads recorded for each one. The Optizads template adds the account's key figures and a table by Google product category.
Does it include Performance Max products?
Yes. Products advertised through Performance Max and through Shopping campaigns both appear, one row per product with their figures added up.
Why is one of my products missing?
Products with no impressions in the period do not appear. On a very large catalogue, the table also stops at the 1,000 costliest product rows.
What ROAS should a product reach?
At least its break-even ROAS, which is one divided by its margin. A product with a 25% margin breaks even at 4×; below that, every sale loses money once the ads are paid.
Why does a product show another title than in my feed?
When a product had several titles during the period, or your feed runs in two languages, the row takes the title that spent most. The brand and item ID sit under the name.
Keep reading
- Report builderSort, filter and download any table.
- All 24 report templatesSix sections, from regular reports to Shopping.
- Product categories templateEvery Google category, two levels deep.
- Performance Max templateAsset groups, products and placements.
- Shopping and feed checksWhat an audit checks in Shopping.
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