If you are a smart e-commerce advertiser, you are certainly using Google AdWords Product extensions, but do you know all reporting metrics that are available?
Here is the full list:
- End Date: The last day of the week for which this report was generated
- Plusbox Show Rate: Of all impressions in this campaign, these impressions showed a product plusbox. The show rate depends roughly on the amount of overlap between the keywords that trigger your ads, and the amount of products in your Google Merchant Center feed that would be relevant to that user query. If you show rate is low (less than ~30%), you might want to check your Google Merchant Center feed and add products that would be relevant to the same users who are seeing your ads, based on their keywords.
- Impressions With Product Plusbox
- Headline Clicks on Those Impressions: How many headline clicks occurred on those impressions
- CTR of Those Impressions: Of users who saw your ad, these users clicked on the headline of the ad and visited your site. Bear in mind that this CTR doesn’t include the clicks done on the Offers, thus it’s not a complete measure of the attractiveness of your Product Plusbox ad.
- Expansions: How many plusboxes were expanded
- Expansion Rate: Column F divided by column C
- Normalized Expansion Rate: Of the users interested in your ad generally, these users were interested in seeing your products. Column F divided by Column D. If the normalized expansion rate is low (<~5%), then the Product Plusbox might not be useful to your potential customers and you should consider disabling it for this campaign.
- Interaction Rate: Of users who saw your ad, these users saw more information about you, either in the plusbox or on your site. Column F and E, divided by Column C.
- Offers Shown: The number of offers shown in expanded plusboxes. Column J divided by Column F should tell you the average amount of offers we are showing. If this number is too low (~1), that means you probably don’t have many relevant products to display to your users and should consider adding more items to the Google Merchant Center feed, if you have them.
- Offer Clicks: The number of clicks on offers within the plusbox.
- Offer CTR: Of the users who expanded the plusbox, these users clicked on an offer.
- CTR After Expansion: Of the users who expanded the plusbox, these users clicked through to visit your site.
- Total Impressions: All impressions in this campaign, whether or not they showed a plusbox.
- Total Clicks: All clicks for this campaign, whether or not the impressions 1qshowed a plusbox.
- Total CTR: CTR for all impressions in this campaign, whether or not they showed a plusbox.
Enjoy, data junkies!
