Google Ads can now report shopping cart data for shopping campaigns, tracking all information related to the purchase.
Shopping cart data can be used to track sales of products displayed in ads. Clicking on an advert for one product may result in sales of other products, so shopping cart data allows advertisers to see all the items purchased after clicking on an advert, which products are most likely to convert, and which items are the best sellers.
Enabling shopping cart data for shopping ad campaigns has the following benefits:
- Detailed reporting of items sold
- Clear measurement of revenue and profit generated by shopping ads
- Detailed reports on cart size and average order value
What’s included in the shopping cart data report
Reports on sold items
Shopping cart conversion data provided by the retailer will be used to generate reports containing detailed information on items sold, such as
- Which bidding entities (campaigns/ad groups/product groups) drove product sales
- Whether users purchased the products shown in the adverts they clicked on
- Whether users purchased products other than those shown in the advert they clicked on
- How different bid dimensions (e.g., device or geographic location) affected cart size and
- average order value
- Which bidding entities make the highest gross profits
Attributed Sales Metrics
Attribution sales metrics measure the impact of products as lead generators. These metrics include:
- Orders: transactions completed as a result of clicking on an advert
- Revenue: total revenue from all transactions generated by ad clicks.
- Cost of Goods Sold (COGS): the total cost of doing business attributable to a product.
- Gross Profit: the total profit of all transactions attributable to ad clicks.
- Average Order Value: A metric calculated by dividing revenue by the number of orders.
- Average Cart Size: the average number of products in an order’s shopping cart.
Offer Level Sales Metrics
Offer level sales metrics measure the actual products sold in an order. These metrics include:
- Units Sold
- Product Revenue
- Product Gross Profit
- Product Average Cost of Goods Sold
How to enable shopping cart data
To enable shopping cart data, you need to set up conversion tracking first. Then, to submit cart information, you need to use Google’s Global Site Tags or Google Tag Manager.
