报告

与其他广告类型一样,您可以使用 GoogleAdsService.SearchStream 检索购物广告的效果数据。以下示例查询将检索您的购物广告组在过去 30 天内按日期细分的展示次数和点击次数。

SELECT
  campaign.name,
  campaign.status,
  ad_group.name,
  segments.date,
  metrics.impressions,
  metrics.clicks
FROM ad_group
WHERE ad_group.type = SHOPPING_PRODUCT_ADS
  AND segments.date DURING LAST_30_DAYS

购物广告提供以下专用报告:

购物效果视图可按 product_item_id 提供商品的汇总报告统计信息。

以下示例查询按 product_item_id 检索商品过去 30 天内的点击次数、点击次数、费用、转化次数和所有转化次数(按所有转化次数、转化次数、点击次数、费用、展示次数降序排序):

SELECT
  segments.product_item_id,
  metrics.clicks,
  metrics.cost_micros,
  metrics.impressions,
  metrics.conversions,
  metrics.all_conversions
FROM  shopping_performance_view
WHERE segments.date DURING LAST_30_DAYS
  AND metrics.clicks > 0
ORDER BY
  metrics.all_conversions DESC,
  metrics.conversions DESC,
  metrics.clicks DESC,
  metrics.cost_micros DESC,
  metrics.impressions DESC

产品组视图提供了购物清单组(在界面中称为“产品组”)的汇总报告统计信息。

以下示例查询按过去 30 天内获得了展示次数的广告系列检索购物信息组的展示次数、点击次数、转化次数和所有转化次数(按所有转化次数、转化次数、点击次数、展示次数降序排序):

SELECT
  campaign.name,
  metrics.impressions,
  metrics.clicks,
  metrics.conversions,
  metrics.all_conversions
FROM product_group_view
WHERE segments.date DURING LAST_30_DAYS
  AND metrics.impressions > 0
ORDER BY
  metrics.all_conversions DESC,
  metrics.conversions DESC,
  metrics.clicks DESC,
  metrics.impressions DESC

如需详细了解查询,请参阅报告指南

含购物车数据的商品推广效果

零售广告客户可以访问相关的销售和利润指标,如收入、毛利润、毛利润率和售出数量。这些指标可供跨购物广告系列实现含购物车数据的转化的所有广告客户使用,并与以下报告兼容。

以下购物车数据指标可用于购物广告系列的报告,例如 shopping_performance_view

以下示例演示了如何使用购物车数据指标分析购物广告系列在过去 30 天内的商品级效果。

SELECT
  segments.product_item_id,
  segments.product_title,
  metrics.average_cart_size,
  metrics.average_order_value_micros,
  metrics.conversions,
  metrics.conversions_value,
  metrics.gross_profit_micros,
  metrics.gross_profit_margin,
  metrics.revenue_micros,
  metrics.units_sold,
  campaign.advertising_channel_type
FROM shopping_performance_view
WHERE campaign.advertising_channel_type = 'SHOPPING'
  AND segments.date DURING LAST_30_DAYS
  AND metrics.conversions > 0
ORDER BY
  metrics.gross_profit_margin DESC,
  metrics.revenue_micros DESC,
  metrics.conversions_value DESC

含购物车数据的广告系列效果

购物车数据指标可以在广告系列一级使用,也可以与其他效果指标(如展示次数、点击次数和费用)结合使用。

SELECT
  campaign.id,
  campaign.name,
  campaign.advertising_channel_type,
  metrics.impressions,
  metrics.clicks,
  metrics.conversions,
  metrics.cost_micros,
  metrics.average_order_value_micros,
  metrics.gross_profit_micros,
  metrics.gross_profit_margin
FROM campaign
WHERE campaign.advertising_channel_type = 'SHOPPING'
  AND segments.date DURING LAST_30_DAYS
ORDER BY
  metrics.gross_profit_margin DESC,
  metrics.average_order_value_micros DESC,
  metrics.cost_micros DESC,
  metrics.conversions DESC,
  metrics.clicks DESC,
  metrics.impressions DESC