The Product Performance Report in Google Analytics and Why it Matters
The Product Performance Report in Google Analytics shows sales performance and shopping behavior for products over time. This report is useful for marketers to see how much revenue each product has driven, which of their products are their top selling products and which are their poorer performing products. These insights can help determine which of your marketing campaigns are performing well and which ones need optimization.
The Product Performance report shows the following metrics:
- Product revenue
- Unique purchases
- Quantity of products sold
- Average price (average revenue per product)
- Average quantity of products sold per transaction
- Product refund amount (where applicable)
- Cart-to-detail rate (rate the product is added to cart after it is viewed on site)
- Buy-to-detail Rate (rate the product is purchases after it is viewed on site)
You can view these metrics by product, product SKU, product category or by product brand.
How to Pull the Product Performance Report in Google Analytics
1. In the Google Analytics interface, make sure you are in the correct view under the correct property & app.
2. On the left side of the interface, click Conversions > Ecommerce > Product Performance
Select the Product Performance option:
There you have it! You have now pulled the Product Performance report in Google Analytics.
Secondary Dimensions in Google Analytics Reports
After you’ve pulled the Product Performance report, you may find it helpful to have additional information in the report to give you actionable insights. For example, you may find it helpful to see which digital channel your product sales are coming from or which campaigns are driving the bulk of sales for each of the products. We’ve found it helpful to see which products are helping us drive any increases in revenue over time and which campaigns these products are coming from. To find this information, you will need to add a secondary dimension to the report.
Below are the steps to add a secondary dimension to the Product Performance report:
1. In the reporting interface, click the Secondary Dimension button:
2. In the pop-up box, select a secondary dimension from the list of dimension options or search for the dimension you’d like to add:
One dimension I find useful is the Campaign dimension, which will show us campaign data along with the product performance data. Another option is the source/medium dimension, which allows us to which channels are driving the performance for every product.
You now have the ability to see product performance along with the secondary dimension you selected!
Using the Product Performance Report
Now that you know what the Google Analytics Product Performance report is and how to pull this report, you can use this report to help you make informed decisions on which of your products or product brands are performing well, which campaigns help drive those product sales and how to invest your time and money into campaigns that drive the product sales you want!