Jacques van der Wilt
If you can’t measure it, you can’t manage it.
Measuring Google Shopping parent products performance is a vital step in determining the success of your CPC-campaigns. Let’s see how you can easily gain insight into which products bring revenue and which ones burn the budget.
Identifying the ‘winners’ and ‘losers’ is a key strategy for managing campaigns on Google Shopping or other shopping channels.
For anyone managing CPC-campaigns with variant products, DataFeedWatch Analytics is a tool that will deliver the much-needed insight. With the Analytics module, performance data for all variants of the same product is bundled up into parent products.
Reviewing clicks and conversions on parent level enables you to manage performance much faster.
How to View Performance Data for Parent Products
Let’s say that you sell sneakers in six different sizes.
Each size is a variant. If a product variant has received 100 visits and never got sold, you delete the variant from your feed. But an unpopular shoe model with six variants will cost 600 clicks before all variants are removed from your feed.
You want to use these insights to anticipate the trend and remove all the variants of that product before they burn your budget.
Let’s see how you can easily remove an unprofitable parent from your feed in DataFeedWatch Analytics.
First, in the Analytics module, you set the period for which you want to analyze the performance.
Next, you select the shopping channels for which you want the performance data and create a filter that will identify the budget burners.
DataFeedWatch Analytics will show you by default the performance data for the variants, but you can switch the view to parent products.
If size 9 does not sell, size 10 probably won’t do much better. Clicking Show Parent Products, aggregates the data for all 6 variants.
In this view, simply select the parent products that have gotten X number of clicks and no transactions and remove it from the feed.
Viewing Performance Data for Parent Products has proven to be a very effective way to increase conversion rate and bring down CPA.
If you are not sure if including only parent products or all variants in your data feed is a good idea, we recommend you read this post: Should you Include Variants and Parent Products in Your Feed?
If you have found this post useful, then you'll probably find our Complete Guide to Data Feed Optimization useful. Download it and learn how to drastically improve the quality of your data feed.
