Retail Campaign Performance

Page Summary

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• Performance Max retail campaigns can be measured in various ways depending on reporting objectives.

• You can retrieve performance for all retail campaigns by filtering on the presence of a merchant ID in the campaign's shopping setting.

• Filtering by campaign.shopping_setting.feed_label allows you to analyze performance for campaigns targeting specific product feeds or countries.

• The shopping_performance_view can be used to get product-level metrics for retail campaigns.

• Cart data metrics, such as Revenue and Gross Profit, are available for retail advertisers who implement Conversions with cart data across Performance Max campaigns and can be used in various reports.

There are a variety of ways to measure Performance Max retail campaigns based on your reporting objectives.

Performance for all retail campaigns

The most basic example is retrieving the performance of all Performance Max retail campaigns using the methodology of the All Performance Max campaign performance example. To create a Performance Max retail campaign, you must populate the shopping_setting field in your campaign with the merchant_id of your Merchant Center account. Adding the condition campaign.shopping_setting.merchant_id IS NOT NULL to the WHERE clause then filters the result set to include only retail campaigns.

SELECT  metrics.impressions,  metrics.clicks,  metrics.conversions,  metrics.cost_micros FROM campaign WHERE campaign.advertising_channel_type = 'PERFORMANCE_MAX'  AND campaign.shopping_setting.merchant_id IS NOT NULL  AND segments.date DURING LAST_30_DAYS 

Campaign performance for a feed_label

The campaign.shopping_setting.feed_label field can be used to target specific product feeds in your Merchant Center account. You can filter on this field to get reporting metrics for all campaigns associated with a specific product feed. For example, the following query demonstrates how to retrieve metrics for all Performance Max campaigns that target products intended to be promoted during the winter season.

SELECT  metrics.impressions,  metrics.clicks,  metrics.conversions,  metrics.cost_micros FROM campaign WHERE campaign.advertising_channel_type = 'PERFORMANCE_MAX'  AND campaign.shopping_setting.merchant_id IS NOT NULL  AND campaign.shopping_setting.feed_label = 'WINTER-PRODUCTS'  AND segments.date DURING LAST_30_DAYS 

Product performance

You can use the shopping_performance_view to retrieve product-level metrics across all of your Performance Max retail campaigns, as shown in the following query. Filtering on campaign.advertising_channel_type limits the results to Performance Max campaigns, and including segments.product_item_id provides product-level metrics. This implicitly filters for retail campaigns because non-retail campaigns don't have associated products.

SELECT  segments.product_item_id,  metrics.clicks,  metrics.cost_micros,  metrics.impressions,  metrics.conversions,  metrics.all_conversions,  campaign.advertising_channel_type FROM shopping_performance_view WHERE campaign.advertising_channel_type = 'PERFORMANCE_MAX'  AND segments.date DURING LAST_30_DAYS  AND metrics.clicks > 0 ORDER BY  metrics.all_conversions DESC,  metrics.conversions DESC,  metrics.clicks DESC,  metrics.cost_micros DESC,  metrics.impressions DESC 

Product performance with cart data

Retail advertisers can access relevant sales and profit metrics such as Revenue, Gross Profit, Gross Profit Margin, and Units sold. These metrics are available to all advertisers who implement Conversions with cart data across Performance Max campaigns and are compatible with the following reports.

• asset_group_product_group_view
• campaign
• customer (Aggregated for all campaigns)
• shopping_performance_view

The following cart data metrics can be used in reports, such as the shopping_performance_view, for Performance Max for retail campaigns.

The following example demonstrates how these cart data metrics can be used to understand product-level performance for Performance Max campaigns in the last 30 days.

SELECT  segments.product_item_id,  segments.product_title,  metrics.average_cart_size,  metrics.average_order_value_micros,  metrics.conversions,  metrics.conversions_value,  metrics.gross_profit_micros,  metrics.gross_profit_margin,  metrics.revenue_micros,  metrics.units_sold,  campaign.advertising_channel_type FROM shopping_performance_view WHERE campaign.advertising_channel_type = 'PERFORMANCE_MAX'  AND segments.date DURING LAST_30_DAYS  AND metrics.conversions > 0 ORDER BY  metrics.gross_profit_margin DESC,  metrics.revenue_micros DESC,  metrics.conversions_value DESC 

Campaign performance with cart data

Cart data metrics can be used at the campaign level and can be combined with other performance metrics such as impressions, clicks, and cost.

SELECT  campaign.id,  campaign.name,  campaign.advertising_channel_type,  metrics.impressions,  metrics.clicks,  metrics.conversions,  metrics.cost_micros,  metrics.average_order_value_micros,  metrics.gross_profit_micros,  metrics.gross_profit_margin FROM campaign WHERE campaign.advertising_channel_type = 'PERFORMANCE_MAX'  AND campaign.shopping_setting.merchant_id IS NOT NULL  AND segments.date DURING LAST_30_DAYS ORDER BY  metrics.gross_profit_margin DESC,  metrics.average_order_value_micros DESC,  metrics.cost_micros DESC,  metrics.conversions DESC,  metrics.clicks DESC,  metrics.impressions DESC 

Campaign performance by asset group and product group

The following example demonstrates how asset_group_product_group_view can be used to retrieve performance metrics by asset_group and asset_group_listing_group_filter. The example segments the results by product partition tree node for each asset_group in the specified campaign.

SELECT  asset_group.id,  asset_group_listing_group_filter.id,  metrics.impressions,  metrics.clicks,  metrics.conversions,  metrics.cost_micros FROM asset_group_product_group_view WHERE campaign.id = CAMPAIGN_ID  AND segments.date DURING LAST_30_DAYS 

Asset group performance by product group

Alternatively, you can use the asset_group_product_group_view to get performance metrics by asset_group_listing_group_filter but limit the results to a single asset_group by adding an asset_group filtering condition to the WHERE clause.

SELECT  asset_group_listing_group_filter.id,  metrics.impressions,  metrics.clicks,  metrics.conversions,  metrics.cost_micros FROM asset_group_product_group_view WHERE asset_group.id = ASSET_GROUP_ID  AND segments.date DURING LAST_30_DAYS 

Listing group filter dimension performance

Taking the previous example a step further, you can segment performance metrics by the asset_group_listing_group_filter dimension. The following example demonstrates how to retrieve performance metrics by product brand, which is done by adding asset_group_listing_group_filter.case_value.product_brand.value to the SELECT clause. This also filters the results to include only asset_group_listing_group_filter entities that have a product brand dimension.

You can perform a similar analysis by replacing asset_group_listing_group_filter.case_value.product_brand with a different dimension, such as asset_group_listing_group_filter.case_value.product_condition.condition.

SELECT  asset_group_listing_group_filter.case_value.product_brand.value,  metrics.impressions,  metrics.clicks,  metrics.conversions,  metrics.cost_micros FROM asset_group_product_group_view WHERE asset_group.id = ASSET_GROUP_ID  AND segments.date DURING LAST_30_DAYS