Google's Product Performance Report provides valuable insight into how customers are interacting with your products. With detailed metrics and segmentation capabilities, it can transform the way you measure product performance and make decisions across every aspect of your business. With a proper understanding of these metrics and how to utilize them, you can raise your conversion rate and optimize marketing spend.
The sales performance section of the Product Performance Report shows high-level metrics such as revenue, order quantity and refunds.
The shopping behavior section is where you can drill down into your data and find opportunities. The metrics in this section Metrics offering the strongest insights include:
Product list views: The number of times a visitor viewed a product list in a section of the online store, including referrals from search engines
Product detail views: How often a visitor clicked on a product detail page or box
Product adds: When the product was placed in a visitor's shopping cart
Product removes: When the product was removed from a visitor's shopping cart
Unique purchases: The number of unique purchases for a product, as opposed to total sales
Cart-to-detail rate: The number of products added to a shopping cart per number of product-detail views
Buy-to-detail rate: How many products were purchased per number of product-detail views
In addition to grouping products by brand or category, the Product Performance Report can also be customized by date range. The report's data table will automatically be sorted by the Quantity column, meaning you'll see the biggest sellers in your online store at the top of the table.
Determine which products are selling in higher quantities with relatively low price tags and pair them with ads or promotions for more expensive items.
The Product Performance Report is a window into how shoppers interact with products in your online store, making it a valuable tool for tweaking your product offerings and presentation to maximize conversions. Some possible strategies include:
Using the unique purchases metric, determine which products are selling in higher quantities with relatively low price tags and pair them with ads or promotions for more expensive items
Using the product removes metric, find out which products have the highest number of removes from carts and build promotions around them to nudge customers toward actual conversion
Using the product list views metric, see which search engines are sending visitors to your product lists and determine if your marketing spend may be better spent elsewhere
Using the buy-to-detail rate metric, figure out if low numbers are related to poor product description copy and try different tactics
As part of Google's Analytics Enhanced Ecommerce tools, ecommerce businesses should use Product Performance Report for greater effectiveness and efficiency. Once Enhanced Ecommerce is enabled, you can access this report by navigating to the Conversions section of your dashboard and selecting Product Performance under the Ecommerce menu.