If you’re a retailer who advertises products with campaign types linked to Google Merchant Center, the Products tab can help you get a centralized view of how your products perform across all Google Ads campaign types and channels, including: Performance Max, Standard Shopping, Video, App, and Demand Gen.
This article explains how to view reporting and key metrics for your products, and how to interpret your data.
Important: Starting June 2026, product reporting has expanded. Previously, product performance metrics such as cost and conversions were only available for products included in Performance Max ads serving on Search networks and Standard Shopping campaigns.
You’ll now find a comprehensive set of metrics for your products across certain campaigns that use Google Merchant Center. This includes data for all networks in Performance Max campaigns, as well as metrics for Video, App and Demand Gen campaigns.
This may cause a one-time increase in metrics such as impressions, clicks, and more for Performance Max campaigns only.
On this page
- Benefits of product reporting
- Before you begin
- Understand product metrics
- Detailed Metric Definitions & Attribution logic
- Interpret your performance data
- Diagnostic troubleshooting guide
Benefits of product reporting
Product reporting provides a centralized view of how your Google Merchant Center products perform across your Google Ads campaigns. Because product data now fuels ad creatives across campaign types and channels, this report allows you to track individual items, brands, and categories wherever they serve.
- Unified Cross-Network Insights: View the performance of your products across all Google channels, Google Search, YouTube, Discover, and Gmail in one consolidated report.
- Instant Troubleshooting: Identify products not serving in ads due to eligibility issues, such as feed disapprovals or out-of-stock statuses.
- Inventory-Driven Optimization: Detect product overlap, when the same item appears in multiple campaigns, to explain performance fluctuations and refine your account structure and bidding strategy accordingly.
- Network-Level Analysis: Segment performance by network to see which channels, for example, YouTube vs. Search, drive the most engagement or the most conversions for specific products.
- Profitability Insights: Set up and use Conversions with Cart Data to identify products driving high-margin transactions, allowing you to align spend with actual business profit.
Practical applications
Follow the steps below to turn your reports into action:
- Identify Hero Products: Filter by conversions and ROAS to find items that perform well across all channels, then ensure these products aren't limited by budget.
- Audit Product Overlap: Look for the same product appearing in multiple campaigns. If performance is inconsistent, consider consolidating those products into a single campaign to minimize internal competition and for better data density.
- Refine Feed Attributes: If a specific Brand or Product Category is overperforming, or if specific products are driving high-margin or high Average Order Value (AOV), use that data to create more granular Custom Labels in your feed for better bidding and budget control.
- Address Status Gaps: Check the Status column regularly. If your top-performing products move to "Not eligible", you can check the issues column and fix them immediately to prevent lost revenue.
Before you begin
The “Products” tab is available at both the account and campaign levels. At the account level, you can view product information for Standard Shopping and Performance Max campaigns only. At the campaign level, you can access product stats for Video, App, and Demand Gen campaigns.
Follow the steps below to view the Products tab.
- Go to Products within the Campaigns menu
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- Optional: If you would like to view insights at a campaign level, select the “Campaigns” filter and choose a campaign.
.Understand product-level metrics
To provide a clear picture of how your inventory drives traffic, Google Ads categorizes interactions based on how a user engages with your ad. Because a single ad can feature multiple products, we use specific logic to attribute credit across your inventory.
Product vs. Non-Product Clicks
Before diving into the metrics, it is important to distinguish between how users interact with your products:
- Product clicks: A direct click on a specific product that takes the user to that item’s landing page. These represent explicit intent for an individual item.
- Non-Product clicks: Clicks on other ad elements (headlines, "Visit Site" buttons, or call-to-action buttons). These indicate that your product's visual presence influenced the user to engage with your brand or website, even if they didn't click a specific item.
Conversions with Cart Data (CwCD)
While standard product reporting is your foundational starting point, setting up Conversions with Cart Data unlocks a deeper layer of visibility. This allows you to compare the products you advertised against the products customers actually purchased, revealing cross-sell patterns and true item-level profitability.
Detailed Metric Definitions & Attribution logic
The following metrics are available on the “Products” page in Google Ads. Because an ad can feature multiple products at once, we use specific logic to attribute credit fairly across your inventory.
| Metric | Definition & Attribution logic |
| Impressions |
This metric is counted each time an individual product within an ad is shown. Unlike a standard ad impression, which counts the ad as a whole, Impressions for products track the visibility of each specific item. Example: If a single ad features 5 different products, each of those items will report 1 impression, resulting in 5 total product Impressions for that single ad serve. Learn more about Impressions |
| Product clicks |
This metric shows the number of times a user clicked directly on a specific product within your ad. Every click is attributed to the individual product that was selected. Note: This column was previously titled Clicks. Learn more about Product clicks. |
| Non-product clicks |
This metric counts the number of clicks on parts of the ad that aren't a specific product, such as the ad's headline or your store name. Whenever a general ad element is clicked, a Non-product click is recorded for every product included in that ad. This helps you identify which products were present and likely contributed to the user's overall engagement or decision to interact with the ad. Learn more about Non-product clicks. |
| Interactions |
This metric counts the primary actions users take when they engage with your ad, performed on products or other parts of the ad. Because every ad format has a different purpose, the specific action counted as an interaction varies, such as clicks and swipes for text or Shopping ads, views for video ads, or calls for call assets. Learn more about Interactions. |
| Engagements |
An engagement occurs when a user interacts with your ad in a meaningful way beyond a standard click, such as viewing at least 10 seconds of a video or expanding a Gmail ad. Because an engagement represents interest in the ad as a whole, it is recorded for every product included in the ad when it appears. Tracking these interactions helps you understand how effectively your content captures audience attention and encourages deeper brand interest. Learn more About engagement reporting. |
| TrueView views |
A TrueView view (previously called views) is recorded when a user chooses to watch or engage with your video ad instead of skipping it. This is a high value interaction that indicates a strong interest in your brand or products. Because a TrueView view represents interest in the ad as a whole, it is counted for every product included in the ad at the time it appears. A TrueView view is counted if someone watches at least 30 seconds of a skippable in-stream ad, or 10 seconds of an In-feed or Shorts ad. It is also counted if someone watches the entire video or performs any click. Learn more About YouTube ads and view metrics. |
| Cost |
Cost is the total sum of ad spend for all billable interactions associated with a product during a specific time period. This includes Product clicks, Non-product clicks, and other engagements such as Interactions, TrueView video views, or Impressions, depending on the campaign’s bidding model. Learn more about how to Manage your spend in Google Ads. |
| Conversions |
Conversions show the number of valuable actions your customers took after interacting with your ads, such as after a Product click, Non-product Clicks, or a TrueView view. This column counts the specific results you’ve identified as important for your business goals, like completed purchases, sign-ups, or leads. The “Include in ‘Conversions’” setting for each conversion action determines if the action's conversions are included here. Learn more about Conversions |
Interpret your performance data for growth
Use the following strategies to analyze your metrics and identify optimization opportunities.
Prioritize Your Top Performing Inventory
In the Products tab, sort your inventory by Conversion Value.
Evaluate Channel Effectiveness
Use the Network (with search partners) filter to view Conversions and Cost at the channel level for specific products.
Analyze the Full Sales Funnel (Advertised vs. Sold)
While the Products tab shows you which products were featured in ads, the Conversions with Cart Data report shows exactly what was sold. You can use this report to understand detailed cross-sell patterns.
- Go to the Report editor within the Campaigns menu
- Under “Template gallery”, go to the “Performance summary” section.
- Select the Cart items cross-sold report.
- Note: Your report shows which products were advertised and which products a customer eventually bought. It also answers the question, "When a customer chose an ad for Product A, which other specific products, like Product B or C, did they buy instead?"
Diagnostic troubleshooting guide
| If you notice | It indicates | Recommended action |
|---|---|---|
| High Product Clicks / Low Conversions | Your products are successfully attracting shoppers, but there may be friction on the landing page. |
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| Low Impressions on high-margin products | Your most profitable items aren't getting enough "shelf space" in the auction. |
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| Strong YouTube/Video performance | Your products are effective at driving upper-funnel engagement and discovery. |
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Troubleshoot a mismatch between product report totals and campaign report totals
When you view your reports on the Products page, you may notice that the totals for some metrics do not match the totals in your campaign-level reports. This is expected behavior and is designed to give you the most accurate insights at both the product and campaign level.
- Cost and Conversions: The total cost and conversions in your product-level report represent a specific portion of your overall campaign performance, only the share attributed to ads that served products from your Merchant Center feed.
- Impressions, Engagements, and TrueView views: The totals for these interaction metrics in your product report may be higher than in your campaign reports. This is because these metrics are counted for each individual product within an ad. For example, one ad impression that features 5 products will result in 5 product-level impressions.
