Shoptimised launches advanced Google Shopping report

Shoptimised has launched an Advanced Service Report for Google Shopping, available to new and existing clients using its Incremental Sales service.

The Newcastle-based company describes the reporting tool as being for eCommerce teams and agencies that want a fuller picture of Shopping performance than revenue and return on ad spend alone. It combines data from Google Ads and Merchant Centre into a single view, updated daily.

The product, also referred to as ASR, focuses on factors that can affect how retailers interpret performance, including channel contribution, product-level results, potential revenue risk, catalogue concentration and market benchmarking.

Retailers often rely on several separate data sources when assessing Google Shopping activity. Campaign performance may sit in Google Ads, product status in Merchant Centre, feed submissions in one system and stock availability in another, making it harder to identify what has changed.

ASR is intended to bring those strands together for performance reviews. It is designed to help teams investigate shifts in sales, identify underperforming products and spot issues linked to stock or feed exclusions.

What it shows

One part of the report tracks channel performance and contribution. This view shows how core Google Shopping activity and Shoptimised-managed channels, including Spotlight, Incremental and Incremental+, contributed to revenue, spend, ROAS and conversions during a selected reporting period.

Another section looks at product-level performance across a retailer's catalogue. The report highlights products converting above or below target, items that are not converting and listings receiving no clicks.

The reporting environment also flags potential revenue risk where products that previously contributed to sales are now out of stock, unavailable or excluded from the feed. This is intended to help teams judge whether stock problems or feed health issues are affecting trading.

A separate catalogue concentration view shows whether revenue is spread widely across stock keeping units or depends on a narrower group of products. For retailers with large catalogues, this can reveal whether account performance relies heavily on a small slice of inventory.

Market benchmarking is another feature. The report compares Shopping activity with sector averages, competitor visibility and seasonal trends to show whether performance changes are specific to one account or reflect wider market conditions.

Data sources

ASR uses data from the Google Ads API and Merchant Centre API. Shoptimised says its contribution calculations are based on metrics associated with non-converting products served through its activity, while revenue risk views are based on products that are out of stock, unavailable or excluded from the feed.

Benchmarking data is drawn from Merchant Centre information, including competitor visibility reporting across Shoptimised CSS activity. Users therefore need to interpret the figures in line with how the report defines contribution and risk, rather than treat them as direct causation.

The launch reflects a broader push among retail marketing teams to move away from a narrow focus on top-line platform figures. With paid search costs and competition under pressure, merchants have been looking more closely at stock gaps, feed quality and product-level efficiency when assessing channel performance.

Agencies managing multiple retail accounts are also under pressure to explain performance changes in practical terms. A reporting system that ties together spend, conversion outcomes, product availability and market context could help reduce the time spent moving between platforms.

Shoptimised positions itself as a product performance platform for Google Shopping, with tools for feed optimisation, incremental sales and visibility across Shopping-related channels. The new report sits within that wider offering and is being reviewed with clients as part of ongoing performance analysis.

Brad Hall outlined the company's view of the need for a more detailed reporting approach.

"The Advanced Service Report gives customers a clearer understanding of their Google Shopping revenue engine. It shows how different areas of activity are contributing, where performance may be concentrated and where there are opportunities to investigate further," said Brad Hall, Chief Product and Performance Officer at Shoptimised.

"It is clear, concise and built around the commercial questions our customers are already asking," Hall added.