Blog
We write about what shows up in your shop data — and what to do about it.
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Products and assortment
Product Segmentation in Google Ads: Splits That Move Budget
See what to split products by in Shopping and Performance Max, starting with how each product behaved in ads over a full year rather than the last 30 days.
Products and assortment
Products Not Showing in Google Shopping: Which to Bring Back
Learn why products get no impressions in Shopping and Performance Max and which deserve another chance: a product in no campaign returns with one setting.
Store economics
Profit-Based Bidding in Google Ads: Four Ways Compared
See which way to make Google Ads bid on profit fits your store, and why conversion value rules cannot carry product margin.
Store economics
ROAS Formula: How to Calculate It and When Not to Trust It
Get the ROAS formula, a worked example and checks that show if your Google Ads figure is real: a fixed value on every order can turn a true 4.5 into 3.75.
Products and assortment
Sell-Through Rate and Assortment KPIs: What to Track and How
See which products sold the stock you bought: sell-through rate on a worked example, plus ad-data KPIs that measure your catalogue, not just your orders.
Organic and other channels
SEO and PPC: Are Your Shopping Ads Paying for Organic Sales?
See when Shopping and Performance Max ads pay for sales organic search would bring anyway, and how to check a category's organic orders before you cut it.
Growth and planning
Shopify Markets and Google Shopping Without Duplicate IDs
See how Shopify Markets and WooCommerce plugins send each country to Merchant Center, and how to stop one product splitting into two IDs and two histories.
Campaigns and bidding
How Smart Bidding Works and What It Can't Fix
See what Smart Bidding learns from in a store account and why, in our data, ROAS moves with conversion rate and average order value rather than cost per click.
Growth and planning
Slow Season for Online Stores: How Deep It Goes, What Helps
Get a plan for your weakest months, such as cutting ad spend in steps instead of pausing, and see how big the revenue gap was in 96 online stores.
Feed and Merchant Center
Supplemental Feeds: Override Product Data in Merchant Center
Add custom labels or fix product attributes from Google Sheets or a file without touching your store export, and make sure each row reaches its product.
Campaigns and bidding
Target ROAS (tROAS) in Shopping and PMax: Set, Adjust, Check
Find a Target ROAS for Shopping and Performance Max that stays above break-even and still spends the budget, then change it by no more than 15% at a time.
Growth and planning
Test-Market a New Country in Google Ads: Budget and Time
Work out the budget, length and scale-or-stop rule for a new-country test in Google Ads, with a shop that tests 50 products for six weeks as the example.