Non-product website results refer to traffic from Google to pages on your website that are not product detail pages. These pages can be your website's home page, delivery and return policies, product category pages or others.
Tracking the performance of your online shop allows you to find opportunities to improve your online shop and increase your website's overall performance.
On this page
- View the performance of your online shop
- Metrics for your online shop
- Understanding the metrics of your online shop
- Online shop performance report
View the performance of your online shop
- In your Merchant Center, go to Analytics.
- Click Online shop and view your performance in detail.
Metrics for your online shop
Reporting on the performance of your online shop allows you to view key metrics on how your website clicks, impressions, click-through rates and more are trending over time.
Clicks
The total count of clicks on your images or website links that lead to your online shop.
Impressions
The total count of how often your images or website links appeared on Google.
Click-through rate (CTR)
The total count of how often customers who saw your images and website links on Google ended up clicking on them and visiting your online shop, divided by the number of times that it's shown: clicks ÷ impressions = CTR. This illustrates how often clicks on your products led to visits to your online shop. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%.
Purchases
A purchase is counted when a customer clicks a link to your shop's non-product pages, such as your home page, policies or category page, in organic results on Google Search and then completes a purchase on your website or app.
Purchase rate
The purchase rate shows how often people click a link to your shop's non-product pages, such as your home page, policies or category page, in organic results on Google Search and then complete a purchase on your website or app.
Online shop performance report
You can track your website performance under the 'How your website is performing' section of your 'Online shop' page. The section contains two cards, namely 'Your website URLs' and 'Purchase value from non-product pages'. Clicking on the URLs on these performance cards will open the reports for the popular, trending up and trending down URLs on your website.
You can view the report by following the steps below:
- Under the Analytics section, click Online shop in the left navigation menu.
- Scroll down to 'How your website is performing'. You can click either of the cards:
- Your website URLs
- Purchase value from non-product pages
Understanding the metrics of your online shop
Performance graph
The performance graph allows you to view the evolution of your performance metrics over time.
- Use the date selector to view the data for longer or shorter time periods.
- Use a shorter time period to focus on performance at a specific time, for example, if you run a promotion or during the festive season.
- A longer time period can give you an indication of cyclical trends among your potential customers.
- Click 'Compare' from the date picker to view comparisons for the time series graph. By default, the metric in the scorecard shows a comparison with the previous period selected.