The Product List Performance Report is one of the Enhanced Ecommerce offerings from Google Analytics. It allows you to track how clusters of products are performing in your online store. By analyzing customer engagement metrics for product lists, online retailers can better tailor product placement and suggested offerings to maximise click-thru rates and conversions.
Within Google Analytics, a product list is a logical grouping that can be created using different dimensions. The three main ways to group product lists are:
The Product List Performance Report is configured as a data-driven chart. It isn't intended to compare product performance within a set period of time, but instead to compare products to one another. The report displays the number and percentage of clicks, views and the click-through rates for each product list being tracked in your online store.
Analyzing customer engagement metrics for product lists can help retailers maximise click-thru rates.
Most online retailers probably have a good sense of which categories are the best sellers in their online stores. The real value of the Product List Performance Report is its ability to group products together dynamically based on search results or suggested products. That lets you analyze not just how well specific products are doing, but how they're performing in conjunction with other products.
By looking at the data in this report, you can gain insights into how to position products to maximise search result and suggest offerings visibility. You can:
Rather than basing intra-site marketing on intuition, the Product List Performance Report lets you group, track and analyze the performance of products that would otherwise be hard to compare. These insights can also fuel smarter spending on external marketing activity, because you'll know exactly which of your pages are the most successful and which up-selling and cross-selling offerings are most likely to generate a higher sale.
To access the Product List Report, you must enable Enhanced Ecommerce from the Admin tab of the Google Analytics page. In the View column, click on Ecommerce Settings. Under Step 1, turn the Enable Ecommerce status to on. Click Next Step and then under Step 2 turn the Enhanced Ecommerce Settings to on. Finally, head to the Conversions section to generate the Product List Performance Report.