Top 3 Google Ads Reports for Online Stores

Google Ads is one of the most powerful tools for driving customers to your online store. But let’s be honest — setting up ad campaigns is just the first step. The real secret to getting the most out of your budget lies in analyzing data and using it effectively. That’s where Google Ads Report Editor comes in handy.

Previously, we talked about reports useful for local businesses. Now, let’s dive into three reports that can help you better understand buyer behavior, optimize your campaigns, and boost profitability.

Shopping Products

Shopping campaigns and Performance Max allow you to use a product feed. These campaigns are the go-to for online store advertising because they display your products — complete with images, titles, prices, and other details — directly in search results. The Shopping Products report gives insights into which products or categories drive the most success.

Why this report matters:

• Identify products generating the most revenue.
• Spot products that drain your budget without delivering sales.
• Segment products by category, brand, or price for more precise optimization.

What to analyze:

• ROAS (Return on Ad Spend): Calculated as total revenue ? ad spend. For example, spending UAH 1,000 on a campaign that earns UAH 4,000 means every UAH 1 brings UAH 4 in returns. When ROAS > 1, your campaign is profitable. If it’s ? 1, your campaign is breaking even or losing money and needs optimization.
• Performance of individual products: Look for products with high clicks but low conversion rates. Check if the cost per conversion exceeds the product price.
• CTR (Click-Through Rate): This shows how often users click on your ad. Low CTR might mean the image or title isn’t enticing enough. It also helps assess whether your product page meets user expectations (price, images, descriptions, etc.).

How to use this data:

• Boost high-performing product categories. If certain products have a ROAS higher than the campaign average, consider creating separate ads for them to allocate more budget to these top performers. Other products in your catalog will also benefit, as they will get more attention within the overall campaign budget.

Example: Let’s say you sell smartphones, and models X, Y, Z bring in the highest sales with a 500% ROAS. Increase the budget for these models to attract even more customers.

• Segment products: Group products into categories, like budget vs. premium, and launch separate campaigns for each. This improves spending control and lets you set different ROAS or conversion cost goals.
• Pause low-performing products: If a product has a low ROAS or generates no sales, stop its ads. Free up your budget for better-performing items.

In the Google Ads Report Editor, you will find the Shopping Products report under “Performance Summary.”

The report shows product IDs, clicks, impressions, CTR (click-through rate), CPC (cost per click), conversions, cost per conversion, and Conv.rate (conversion rate). You can also add custom fields, like brand or product category. The best part? You get a full breakdown of product performance across all campaigns, ensuring no product gets overlooked — even if it’s promoted through different campaigns.

Geographic Performance

Location is a key factor for running a successful online store. This report shows where your ads perform best, helping you adjust your strategy based on customer locations.

Why this report matters:

• Identify “hot zones” for ads: Pinpoint regions driving the highest sales. Knowing where most of your customers are located helps you scale campaigns effectively.
• Optimize your budget: If certain regions are eating up your ad spend but not delivering results, consider lowering bids (for shopping campaigns) or excluding those locations.
• Plan for offline expansion: Your online store can pave the way for offline growth. For example, if most customers are in western or central regions, that’s your cue to open a showroom or pickup point there.

What to analyze:

• Regions with high conversion rates: A high conversion rate in certain regions or cities signals growth and expansion opportunities. Launch additional campaigns or strengthen offline efforts in these areas.
• Regions with low ROAS: Just like with products, you can adjust campaigns at the city, region, or even country level.
• Seasonal trends by region: Analyzing longer time frames (e.g., several years) can reveal seasonal spikes or drops in demand for certain product categories. These insights are essential for fine-tuning your ads.

How to use this data:

• Scale campaigns in high-performing regions: If ROAS in central or western regions significantly outperforms other areas, focus your budget on these locations.
• Create city-specific promotions: For example, “Free delivery to city X on orders over UAH 1,000” can encourage local customers.
• Explore offline growth opportunities: Identify regions with strong sales and consider opening pickup points or partnering with local stores in those areas. This will strengthen your market presence and reduce delivery costs.

There is no dedicated template for this report in the Report Editor. However, you can start with the standard Campaign Performance report, add the City (User Location) column, and remove unnecessary fields. This will give you a clean, informative table showing impressions, clicks, CTR, CPC, conversions, and CR for each city — everything you need to identify top-performing regions and areas for improvement. Want to dig deeper? Add product categories to see which items sell best in each city and uncover regional trends.

Auction Insights – Shopping

This report is essential for analyzing the competitive landscape and changes in competitor activity — crucial for e-commerce success.

Why this report matters: The most valuable insight from this report is competitor activity. Auction dynamics, especially during sales events or new season launches, significantly influence both click and conversion costs. If you notice an increase in impressions for competitors and a significant drop in your campaigns, it’s a call to action. To stay competitive, you will need to enhance your ads and scale budgets where possible to avoid losing potential customers.

What to analyze:

• Shopping impression share: This metric shows the percentage of impressions your ad received out of the total eligible impressions. This is a key indicator of your campaign’s effectiveness.
• Shopping overlap rate: This metric reveals how often another advertiser’s ad appeared alongside yours in the same auction.
• Shopping outranking share: This shows how often your ad ranked higher than another advertiser’s ad or was shown when theirs was not.

Use the Auction Insights – Shopping template in the Report Editor. This report provides all the critical data, and you can break it down by campaign for convenience — especially helpful if you’ve segmented campaigns by brand. While product-brand breakdowns aren’t available, the provided insights are more than enough to understand who your competitors are, whether there are new players, and which competitors might have exited the “race.”

How to use this data: Monitor these metrics to stay ahead of the game and improve your ads when necessary. Competitor activity is one key factor that can influence the cost of conversions, so don’t overlook it.

Google Ads offers immense potential for growing your online store, but proper analytics is the foundation of effective advertising. Use reports on products, locations, and auctions to maximize your advertising investments. These insights not only help you optimize your budget but also reveal new opportunities for business growth — from opening physical stores to creating personalized ad campaigns.

If you want to make this process as efficient as possible, trust the Livepage PPC team. Our e-commerce expertise can help you achieve top results together.