Once you start sending purchase details to Search Ads 360, you can report on performance for specific products or for groups of products. You can group products by attributes in your Merchant Center feed (such as Brand or Category). For example, if you assign products in your Merchant Center feed to the Cameras, Binoculars, and Telescopes categories, you can view and compare the performance of each category.
To view purchase details:
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Navigate to an advertiser or lower scope.
Steps for navigating to an advertiser-
Click the navigation bar to display navigation options.
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In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.
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In the "Advertiser" list, click on the advertiser.
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Click Apply or press the Enter key.
Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.
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Click ▼ on the Dimension tab and select a dimension in the Products sold category.
For example, to view product performance organized by brand, select Brand sold.
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Click the Dimensions button and select a Products sold dimension.
For example, to view metrics for individual product IDs, select the Product ID segment.
By default, the Dimensions reporting table displays the following columns:
You can add more purchase detail columns or remove some of the columns from the view. Note that you can't add columns that report engine statistics, such as Clicks and Impr to the purchase detail report.
Use formula columns to customize a Products sold report
When you view a Products sold report, you can use the product attributes in the report to create a formula column that calculates and outputs data in a way that's meaningful to you.
For example, if you view a Products sold report organized by the Brand sold attribute, you can create a formula column like the following:
Column title: Above margin?
Formula: If(And(Contains("MyBrand", Inventory_item_brand_sold), .1 * Revenue_from_units_sold > Lead_cost_of_goods_sold), "Yes", "")
When you add the column to the Products sold report, the column displays "Yes" if revenue for "MyBrand" products is greater than the lead cost of goods sold.
Note that formula columns can only include product attributes that are currently shown in the report, either because you selected the attribute on the Dimension tab or because you're using the attribute to segment the Products sold report. If you select a different dimension or segment, Search Ads 360 removes any formula columns referring to product attributes that are no longer shown in the report.
Why am I seeing -- (dashes) in the report?
If you see "--" in the column that appears for a Products sold dimension or segment, the Merchant Center feed does not have data for the corresponding product attribute or for the product itself. For example, if you select Color sold from the Dimension tab, you'll see a report like this:
| Color sold | Average unit price | Gross profit margin | Revenue from units sold | Gross profit from units sold | Units sold |
|---|---|---|---|---|---|
| orange | 54.99 | 81% | 109.98 | 90.00 | 2 |
| -- | 19.99 | 40% | 79.96 | 32.00 | 4 |
The second row contains data for all purchases that either:
- Were for products that don't specify a value for the Color product attribute of the Merchant Center feed.
- Specified a SKU in the ID field of the Floodlight tag that doesn't match a SKU in the Merchant Center feed. For example, the Floodlight tag that recorded data about the purchase specified a product ID of "1234," but the Merchant Center feed doesn't contain product with that ID.
If you see "--" in one of the metrics columns, the Floodlight tag that recorded data about the purchase sent invalid or incorrectly formatted data in the quantity or price fields. For example, if you select Color sold from the Dimension tab, you'll see a report like this:
| Color sold | Average unit price | Gross profit margin | Revenue from units sold | Gross profit from units sold | Units sold |
|---|---|---|---|---|---|
| orange | 54.99 | 81% | 109.98 | 90.00 | 2 |
| red | -- | -- | -- | -- | 4 |
The second row contains -- instead of prices because the Floodlight tag sent invalid data in the price field for one or more purchases.