You can review competitive brands insights and product analytics directly in your Manufacturer Center account. This article describes how to view, download, and analyze information about consumer interest in your brand and performance of your products.
Competitive brands insights
Competitive brands insights help you better position yourself within the commerce ecosystem by showing which brands, other than yours, people are interested in. With these insights, you can make informed changes to improve your product marketing, adapt to changes to your competitive landscape over time, and hone in on your target audience.
These insights will be available when you select "Competitive brands" from the "Insights" menu.
Top competitive brands
Product analytics
Manufacturer Center allows you to review and compare the impact of your brand products across Google, and track and compare your products' performance over time. Before we get into details about the different graphs and charts that Manufacturer Center offers, let's discuss some of the key metrics that we track for your products. You can use these metrics to prioritize and balance your investment based on impact and adjust your market positioning of different products.
- Impressions: The number of times an offer for your product has been shown when someone searches on Google
- Clicks: The number of times an offer of your product is clicked on
- Clickthrough rate (CTR): A ratio showing how often people who see an offer for your product end up clicking it.
Impressions, clicks, and CTR are calculated for all offers promoting your products on Google. These offers could have been created by you or any seller of your products. The offers could be paid (Shopping ads) or unpaid (free listings).
Product data requirements for product analytics
To view certain analytics, specific attributes need to be included in your product data:
- Item group ID
[item_group_id]: For access to top shared impressions, top performing groups, top trending groups, and product performance data in groups, item group ID[item_group_id]must be included and approved. Item group ID[item_group_id]is required for accurate comparisons between groups, so it's important that your data accurately reflects all product variants. - Suggested retail price
[suggested_retail_price]: For access to the top MSRP gaps report, suggested retail price[suggested_retail_price]must be included. Note that we can only calculate this for regions where the currency matches the MSRP provided for the product. If this metric is important for a specific country, you’ll have to provide separate feeds for each country with a different currency.- Countries with multiple currencies may result in inaccurate analytics for this field.
Learn more about Product data specification.
Product analytics graphs
These following graphs will be available when you select "Product analytics" from the "Insights" menu:
- Top groups KPI time series: An overview graph showing performance metrics trends (impressions, clicks or CTR) for top groups
- Top performing groups: The groups that had the most impressions or clicks during the selected time period. (Requires the item group ID
[item_group_id]attribute.) - Top trending groups: The groups with the largest change in impressions or clicks between the two compared time periods. (Requires the item group ID
[item_group_id]attribute.) - Top price changes: This table shows the products with the largest percentage change in their average price (weighted by impressions or clicks) between the two compared time periods.
- Top MSRP gaps: The products with the biggest percentage difference between their manufacturer's suggested retail price (MSRP) and market price, weighted by impressions or clicks. (Requires the suggested retail price
[suggested_retail_price]attribute.)
By default, insights for all offers are shown. You can use the "View performance for" drop-down menu to show only insights for Shopping ads or free listings. This menu is available for all Manufacturer Center analytics.
Top groups KPI time series
Top performing groups
Top trending groups
Top price changes and top MSRP gaps
Product variant and group analytics
These graphs are available when you select "Variants" or "Groups" from the "Products" section and click a variant or group from the list.
With this, you can view a range of analytics for single product variants and product groups. With this data, you can understand the performance of your brand products on Google. Certain metrics are only available for single product variants, and others are only available for product groups. To view metrics for product groups, an item group ID [item_group_id] must be provided for these products.
You can download your analytics data for variant or group insights as a CSV file by clicking the download icon 
By default, insights for all offers are shown. You can use the "View performance for" drop-down menu to show only insights for Shopping ads or free listings. This menu is available for all Manufacturer Center analytics.
Product data requirements for variant & group analytics
To view certain analytics, specific attributes need to be included in your product data:
- Item group ID
[item_group_id]: For access to top shared impressions, top performing groups, top trending groups, and product performance data in groups, item group ID[item_group_id]must be included and approved. Item group ID[item_group_id]is required for accurate comparisons between groups, so it's important that your data accurately reflects all product variants. - Suggested retail price
[suggested_retail_price]: For access to the top MSRP gaps report, suggested retail price[suggested_retail_price]must be included.
Variants graphs
The following graphs are available when you select "Variants" from the "Products" section and click a specific variant from the list:
- KPI time series: The overall impressions, clicks, or CTR of single variant products.
- Top search terms: Shows the search terms that result in a click or an impression for your product most often. The "Share" column ranks search terms as a percentage of all the search queries that resulted in a click or an impression for your product. The "Your CTR" column shows the CTR of the search query for your product. Top search terms help you better understand how consumers think about your products.
- Price trend: Shows the change in market price of your product during the selected time period. You can see the average or median price by impressions and clicks, and the most recent manufacturer's suggested retail price (MSRP).
KPI time series: variant performance trends
Top search terms
Price trend
Groups graphs
The following graphs are available when you select "Groups" from the "Products" section (requires item group ID [item_group_id]) and click a specific group from the list:
- KPI time series: The overall impressions, clicks, or CTR of all products that share a valid item group ID
[item_group_id]. The same graphs can also be selected for the related category of products so that you can compare your own products' performance against those of others. - Top products with shared impressions: The competing products that are frequently triggered along with a selected product in searches. This can be grouped by all brands or competing brands. (Requires the item group ID
[item_group_id]attribute.) - Top search terms: Shows the search terms that result in a click or an impression for your product most often. The "Share" column ranks search terms as a percentage of all the search queries that resulted in a click or an impression for your product. The "Your CTR" column shows the CTR of the search query for your product. Top search terms help you better understand how consumers think about your products.