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Product-level reporting

Product-level reporting is the breakdown of Shopping and Performance Max results by product, with each product's impressions, clicks, cost and conversions.

How it works

Campaign reports show totals; product-level reporting splits them by the item ID from the feed. In the Google Ads API this is shopping_performance_view, which covers Shopping, Performance Max and other campaigns with a Merchant Center feed.

A product gets a row only if it was shown. The row keeps the product as it was then, with its old title even after you change it. The current state of every product, shown or not, is in a separate report, shopping_product.

One ad often shows several products. A click on a product gives it all the cost and the conversion; a click on the headline, button or video splits them evenly across the products in the ad. Every product in the ad counts an impression, seen or not. For queries and pitfalls, see Google Ads API for product reporting.

Where you see it

  • Google Ads: the Report editor, with a column from “Product attributes” such as Brand. Clicks there are labelled “Product Clicks”.
  • The portal: the products section labels every product by how it behaved in ads over 12 months.

Example

Example store, not client data.

A tableware shop’s ad shows a plate, a bowl and a mug. The campaign records 1 impression, 1 click, a cost of 5 and 1 order. The person clicked the headline, so each product gets 1 impression, 0 product clicks, 5 ÷ 3 ≈ 1.67 of cost and 1 ÷ 3 ≈ 0.33 of the order. Cost still adds up to 5 and orders to 1, but impressions add up to 3.

Not to be confused with

  • Listing group — reports on a node of the product tree, a group of products, not each item.

Right and wrong readings

  • Wrong: “This product has no row, so it was paused.” Right: only products that were shown get rows; no row means no impressions in the period.
  • Wrong: “Performance Max product numbers jumped in mid-June 2026, so the products did better.” Right: from 15 June 2026, shopping_performance_view includes every Performance Max network, YouTube too, and Google warns of a one-time increase. Compare periods on the same side of that date.

Sources

  • Reporting — Google Ads API: rows, how cost and impressions are split, 15 June 2026. Checked 2 October 2026.
  • Retail Campaign Performance — Google Ads API: Performance Max products, Display always included. Checked 2 October 2026.
  • shopping_performance_view — Google Ads API: columns in the Report editor. Checked 2 October 2026.