Retail Campaign Performance

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.

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