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How to Export Product-Level Data For Google Shopping

As of June 2019.

I’ve been asked several times now by clients for a report that consists of all their Google Shopping products and their corresponding performance such as number of clicks, sales and cost per sale etc.

Whilst you’re able to see this data(ish) within Google Ads manager, there are some drawbacks. You can view product-level performance data (with conversions) but only within a single AdGroup or Campaign rather than for all campaigns which would give you a full list of products. Furthermore, there’s no option to download to a Google Sheet or Excel CSV. You might think of creating this same table of data in a custom report, using “Product Title” and a range of performance metrics which yes you can download… but strangely there’s no option to add “Conversions” to the table. This is the case as of June 2019.

This restriction means I’ve either not been able to provide clients with the level of reporting they’re asking for, or I’ve had to talk them through how to find the data in Google Ad manager, which is less than ideal if a) they’ve no interest in learning how to navigate around an unfamiliar tool, and b) they want to be able to share and discuss the data amongst their in-house team with ease.

Why Google simply won’t allow you to download data at product level I’ve no idea, but I’ve finally cracked it!

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Oh yeah!

The solution at a glance

Basically, we want to create a spreadsheet with a complete list of shopping products and their ad performance. In order to do that, we need to combine the “Item ID” from a custom report created in Google Ads with the “id” and “title” attributes in the product feed that gets imported into Google Merchant Center. Then use a VLOOKUP formula to match up the Item ID with product titles.

  1. Download a custom report in Google Ads which includes “Item ID” and your performance metrics (this will download as an Excel CSV).
  2. Create a new blank Google Sheet and copy across all the data from the Excel CSV into your Sheet1 tab. Then with “Item ID” in column A, insert a new column headlined “Product Title” to the right of this which will be your new (empty) column B.
  3. Open your Google Shopping product feed spreadsheet (this will either be a Google Sheet or Excel file - sorry won’t work if using an XML feed) then copy the “id” and “title” columns into columns A and B in a separate Sheet2 tab on your new Google Sheet.
  4. On the Sheet1 tab of your new Google Sheet, copy this formula into the empty cell B2: =VLOOKUP(A2,Sheet2!A:B,2,FALSE) - the cell should now be populated with the correct product title corresponding to the Item ID.
  5. Drag the corner of cell B2 with the newly populated product title and copy all the way down to the end of your Item ID list - you’ll now have a fully populated list of products each with their own performance data.

And that's it!

For more a in-depth step-by-step guide with screenshots, please follow the steps below…


1. Download a custom report in Google Ads

Whilst within your Google Ad account, click on “REPORTS” in the top right menu, then click “Reports” in the drop down menu.

Google Ads - Reports

Create a custom report by clicking “+ Custom” on the left, then “Table” in the drop down menu.

From the menu on the left, select “Item ID” and drag it over to the table, then add your chosen performance metrics eg, cost, impressions, clicks, conversions etc.


Set your reported time period.


Click “DOWNLOAD” in the top right and save as .CSV. (Remember to save your report and name it something like “Shopping Report by Product” in case you need to use it again in the future).


2. Create a new Google Sheet

Create a new blank Google Sheet and copy across all the data from the Excel CSV into the Sheet1 tab.


With “Item ID” in column A, insert a new column headlined “Product Title” to the right of this which will be your new (empty) column B.

3. Copy data from your Google Shopping feed

Open your Google Shopping product feed spreadsheet (this will either be a Google Sheet or Excel file - sorry won’t work if using an XML feed) then copy the “id” and “title” columns into columns A and B in a separate Sheet2 tab on your new Google Sheet.


4. Insert the formula (the magic part!)

On the Sheet1 tab of your new Google Sheet, copy this formula into the empty cell B2:

=VLOOKUP(A2,Sheet2!A:B,2,FALSE)


You should now see cell populated with the correct product title corresponding to the Item ID:


5. Populate the full list of product titles

Drag the corner of cell B2 with the newly populated product title and copy all the way down to the end of your Item ID list - you’ll now have a fully populated list of products each with their own performance data. Result!

This simple solution should now enable you to review how your shopping campaigns are performing at a more granular product-level, such as:

  • Which products are using up most of your budget (cost)
  • Which products are being shown most in Google (impressions)
  • Which products are generating most visitors to your website (clicks)
  • Which products (or variants) are people engaging with most (CTR = click through rate)
  • Which products are generating most sales on your website (conversions)
  • Which products are achieving a healthy and profitable ROI for your business (cost/conv.)

This should make life much easier for you when trying to identify ways to optimise and improve the performance of your Google Shopping campaigns.

Hope this guide was useful. Please reach out to me at dean@adigital.co.uk with any specific questions and I'll do my best to help.