The Product & Shopping dashboard combines campaign performance with attributed conversions to give you both a clear view of your Shopping ads and detailed insights into product-level performance.
It contains 3 separate tabs:
Shopping Ads: The performance of your Shopping and Performance Max campaigns (Shopping only).
Products: Which products are purchased as a result of your campaigns, and which sources and campaigns drive those sales.
E-commerce Sales (E-commerce only): Shows how your products perform based on the data in your e-commerce store.
This report gives you a complete view of how your marketing impacts product sales, from campaign interaction to product outcome.
Get started
Navigate to Products & Shopping in the Billy Grace dashboard.
Products
Products provides insight into which products are purchased as a result of your campaigns. Instead of only showing which campaigns drive orders, this dashboard connects campaign interactions to the specific products purchased. This allows you to analyse performance at a product level and gain deeper insight into the impact of your marketing efforts.
How it works
Product organizes data in multiple ways. The levels you can select are the following:
Source: The advertising channel, for example Google, Meta, etc.
Campaign: The advertising campaign.
Product: The products that are sold.
Device Type: The type of device (mobile, PC, tablet).
Device Brand: The brand of the device.
IP Country: The country of the pixel hit.
Operating System: The operating system of the pixel hit.
You can select these levels using the Hierarchy button, which opens a dropdown menu. In this menu, you can toggle each level on or off to include or exclude it from your view. You can also drag and drop items to change their order, which determines how the data is grouped and displayed.
For example:
If you want a source/campaign-first view: Select Source, Campaign, and Product. See all products purchased after clicks on that campaign.
Example: Source/ Campaign-first view:
Source: Google
Campaign X
Product Y
This view shows which source / campaigns lead to the purchase of which products.
If you want a product-first view: Flip the hierarchy to start with Product and see which sources/campaigns drove its purchases.
The hierarchy allows you to analyze results from different perspectives, depending on your goal.
Example: Product-first view:
Product Y
Source: Meta
Campaign X
Campaign Z
This view shows which sources and campaigns contributed to the purchase of a specific product.
Switching between these views helps you explore performance from either a source / campaign-driven or product-driven perspective.
Note: Product Analytics measures purchases that occur after a user clicks a campaign (MTA). It does not include views or impressions (UMM).
Shopping Ads
The Shopping Ads tab shows the performance of your Shopping and Performance Max campaigns (Shopping only) and how these campaigns contributed to orders and revenue.
This tab focuses on campaign performance, not on individual products.
This means:
It shows which Shopping campaigns generated orders and revenue.
It does not show which specific products were ultimately purchased.
Important to note:
The product shown in a Shopping ad is not necessarily the product that was bought. A user might click on a Shopping ad for Product A, but later purchase Product B. The order and revenue will still be attributed to the Shopping campaign (based on your selected attribution model), but not necessarily to the advertised product.
All data is based on your selected attribution level.
If you want to see which specific products were sold after exposure to your campaigns, go to the Products tab (explained above).
E-Commerce Sales
The E-Commerce Sales tab shows how your products perform based on the data in your e-commerce store.
This tab focuses on store performance data, not marketing attribution.
It helps you understand:
Which products generate the most revenue
Which products deliver the highest profit
Which products are returned most frequently
Overall sales performance per product
Unlike the Products tab, Product Performance does not use attribution logic. It reflects the actual sales and return data directly from your webshop.
And unlike the Shopping tab, this section is not tied to campaign performance. It shows how products perform overall, regardless of which marketing channel contributed to the sale.
The top cards show:
Revenue: generated revenue in the selected period
Refund percentage (only available when there are refunds available): number of returns/number of sold products expressed as a percentage. This will be only available in Shopify, Magento (on request), WooCommerce and BigCommerce.
Purchase quantity: number of products sold.
The table shows all sold products in the selected period.
Product: Product name (followed by the product ID)
Line item: Other name for stock keeping unit (SKU) i.e., the name of the unique product that you keep in stock.
Revenue: Generated revenue in the selected period.
Quantity: Number of products sold.
Current Quantity: (number of products sold — number of products returned). This will be only available in Shopify, Magento (on request), WooCommerce and BigCommerce.
Return Quantity: (number of products returned). This will be only available in Shopify, Magento (on request), WooCommerce and BigCommerce.
Return Percentage: (return quantity/quantity) * 100. The number of returns/number of sold products expressed as a percentage. This will be only available in Shopify, Magento (on request), WooCommerce and BigCommerce.
Total Unit Cost: The total cost of all units. This will only be available if you have set up the Channable integration and Shopify.
Gross profit: Revenue-total unit cost. This is how much you have earned if you subtract the total unit cost of the revenue. This information is only available if you have set up the Channable integration and Shopify.
Why do I sometimes see “Other” when clicking through data?
When you drill down into certain items, you may notice a row labeled “Other”.
This happens when there are many unique values behind the scenes. To keep the dashboard fast and responsive, we group smaller values into “Other” instead of processing and displaying millions of individual rows at once.
How can I see what’s included in “Other”?
If you’d like to explore the underlying values:
Apply a page filter to narrow down the data (for example by campaign or product).
Once the dataset is smaller, the grouped “Other” values will automatically be split out into their actual individual values.
Need Help?
If you have any questions or encounter issues, reach out to us via:
The chat in the bottom right corner
Email: support@billygrace.com