About Shipping Analytics in Merchant Center

This page provides an overview of the Shipping Analytics tab in Merchant Center. This is designed to help you understand how your shipping configurations such as shipping speed and cost contribute to your business performance.

On this page

Benefits
How it works
Instructions
Frequently Asked Questions (FAQs)

Benefits

To help you understand how your current shipping configurations perform on Google and how to optimize your configurations, we provide an analytics view in the Shipping and Returns section of Merchant Center.

By using Shipping Insights, you can:

Improve Transparency: Increase visibility by demonstrating the direct value of competitive shipping data.
Drive Optimization: Identify the performance uplift associated with more aggressive fulfillment options, such as offering faster or cheaper shipping.
Increase Competitiveness: Identify gaps in your shipping strategy by comparing your performance against industry benchmarks.

How it works

The new experience consists of 2 main components meant to guide you toward optimal shipping configurations:

Analytics

The analytics dashboard on the “Analytics” page. provides a granular breakdown of performance metrics categorized by shipping time and shipping cost. This combines Store Quality benchmark data with impression breakdowns of shipping time and cost to provide actionable performance data. The dashboard allows performance visibility across 3 primary metrics: Impressions, Clicks, and CTR.

Shipping Checklist To support you after you’ve completed onboarding we also provide a guided checklist on the “Shipping” page. If you’ve only setup a basic shipping configuration, this checklist provides clear, step-by-step instructions on optimizing your shipping setup to drive better shopper outcomes.

Instructions

How to view your performance

To view your shipping performance metrics:

Go to Shipping and returns, in your Merchant Center account.
Select on the new Analytics sub-tab.
Use the Filter Bar to adjust the data by Country and Comparison methods.

In this view, you will find visual Insight Cards that highlight how different shipping buckets perform against one another. You will also find Scorecards for high-level weighted averages regarding your speed and cost, as well as a detailed data table for metric breakdowns.

Frequently Asked Questions (FAQs)

In which countries are Shipping Insights available?

Currently, this reporting is available for all eligible merchants in Australia, Canada, India, Japan, United Kingdom and the United States. The Analytics tab won’t appear if you don’t sell products within these countries.

Why are my scorecards hidden?

If your account has very low traffic, such as less than 100 clicks, both scorecards may be hidden. If you’ve no shipping policy configured, you will instead be provided with guidance on configuring your shipping settings.

Will I be able to view conversion metrics?

Our dashboard currently focuses on Impressions, Clicks, and CTR.

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