Data Views
Products
Data Octopus Performance Report: performance at the product level. Date range, insights and full field specifications for GA4, Google Ads and Meta Ads.
View overview – Products
The report integrates Google Analytics 4 data with Google Ads and Meta Ads Shopping campaigns. It supports detailed conversion-funnel analysis, from item views and add-to-cart events to completed purchases. By default, data is sorted by net Google Analytics revenue and covers the last 30 days, with an adjustable date range.
Key performance metrics
- Google Analytics 4 conversion metrics (item views, add-to-cart events and checkouts).
- Advertising campaign metrics (impressions, clicks, costs and ROAS), broken down by platform.
- Aggregated metrics from all connected advertising systems.
- Efficiency metrics: conversion rates, CTR, ROAS and COS.
Conditional formatting highlights the highest values in green, making it easier to identify the best- and worst-performing products and opportunities to optimise advertising budgets.
Data date range
The report covers the last 30 days, ending yesterday.
Example insights from the data view
- 1Analyse the best-performing products by your chosen metric. The default sort is Google Analytics revenue; change it to find the highest impressions, clicks or other metrics.
- 2Check discrepancies between revenue and costs for individual products using conditional formatting. The highest values are highlighted in green; mismatched colours may indicate underinvestment or overinvestment.
- 3Check whether your best-selling products receive impressions across all advertising sources. If they have no Meta Ads impressions, review campaign segmentation and increase their Meta Shopping budget.
- 4Compare CTR (Clicks / Impressions) across advertising platforms to identify products attracting consumer interest. High CTR indicates greater market demand because more users click when an ad appears in search results or a feed.
- 5Assess the relationship between advertising spend and revenue (ROAS / COS) to identify products worth further investment based on historical performance.
- 6Compare view_item with add_to_cart events in Google Analytics to identify products with the largest drop-offs in the purchase funnel.
- 7Use Purchase Quantity to identify high-value products that could benefit from additional promotions or dedicated campaign strategies.
Product file
| Field name | Description |
|---|---|
| Product Id | Product variant identifier. |
| Product Name | Product name. |
Google Analytics 4
| Field name | Description |
|---|---|
| Item Views | Number of view_item events in Google Analytics. |
| Add to Cart | Number of add_to_cart events in Google Analytics. |
| Checkouts | Number of begin_checkout events in Google Analytics. |
| Add to Cart CR | Ratio of add_to_cart events to view_item events in Google Analytics. |
| Purchase Quantity | Total quantity of products in purchase events in Google Analytics. |
| Net Revenue | Total net revenue (excluding tax and shipping) from purchase events in Google Analytics. |
Google Ads Shopping Campaigns
| Field name | Description |
|---|---|
| Impressions | Number of product impressions from Google Ads Shopping campaigns. |
| Clicks | Number of product clicks from Google Ads Shopping campaigns. |
| Click Through Rate | Percentage ratio of clicks to impressions from Google Ads Shopping campaigns. |
| Net Costs | Total net costs of Google Ads Shopping campaigns. |
| Conversions | Number of product conversions from Google Ads Shopping campaigns. Only primary conversions used as campaign goals are counted. |
| Net Conversion Value | Total net conversion value from Google Ads Shopping campaigns. Only primary conversions used as campaign goals are counted. |
| ROAS | Ratio of net conversion value to net Google Ads Shopping campaign costs (Net Conversion Value / Net Costs). |
| COS | Ratio of net Google Ads Shopping campaign costs to net conversion value (Net Costs / Net Conversion Value). |
Meta Ads Shopping Campaigns
| Field name | Description |
|---|---|
| Impressions | Number of product impressions from Meta Ads Shopping campaigns. |
| Clicks | Number of product clicks from Meta Ads Shopping campaigns. |
| Click Through Rate | Percentage ratio of clicks to impressions from Meta Ads Shopping campaigns. |
| Net Costs | Total net costs of Meta Ads Shopping campaigns. |
Totals
| Field name | Description |
|---|---|
| Total Impressions | Total product impressions from Shopping campaigns across every advertising system connected to Data Octopus. For example, 1 impression each from Google Ads, Meta Ads and Bing Ads adds up to 3 impressions. |
| Total Clicks | Total product clicks from Shopping campaigns across every advertising system connected to Data Octopus. For example, 1 click each from Google Ads, Meta Ads and Bing Ads adds up to 3 clicks. |
| Total Click Through Rate | Percentage ratio of total clicks to total impressions from Shopping campaigns across all advertising systems connected to Data Octopus. |
| Total Net Costs | Total net Shopping campaign costs across every advertising system connected to Data Octopus. For example, PLN 1 each from Google Ads, Meta Ads and Bing Ads adds up to PLN 3. |
| ROAS | Ratio of Google Analytics net revenue to total net Shopping campaign costs across all advertising systems connected to Data Octopus (Net Revenue / Total Net Costs). |
| COS | Ratio of total net Shopping campaign costs across all advertising systems connected to Data Octopus to Google Analytics net revenue (Total Net Costs / Net Revenue). |
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