Product Metrics shows what every product costs and returns, by segment, category and custom label. Each segment reaches Merchant Center as a label your asset groups can split on.
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Category Performance by Product Segment
€123.7K spend, POAS 1.63 vs 2.00 target
| Segment | Share of products | Share of spend | Clicks | POAS |
|---|---|---|---|---|
| Stars | 6.5% | 30.8% | 84,200 | 2.64 |
| Question Marks | 10.1% | 27.3% | 75,200 | 1.62 |
| Cash Cows | 5.0% | 4.5% | 12,400 | 2.41 |
| Dogs | 12.4% | 32.0% | 86,900 | 0.84 |
| Drainers | 39.6% | 5.3% | 14,700 | 0.00 |
| Ghosts | 26.3% | 0.0% | 0 | – |
Dogs take 32.0% of spend on 12.4% of products, at POAS 0.84 against a 2.00 target.
Where the budget goes
High volume, low return. In one asset group with your Stars, Dogs share the same budget and target.
Nike example: Nike Pegasus Plus 2, Nike Air Max 90, Nike Club fleece crew
You decideTake them out of your main campaign: a separate one with a tighter target, or excluded.
Low volume, no return yet. Many have spent only cents, too little to call them losers.
Nike example: Nike ACG Pegasus Trail, Nike Air Max Plus
You decideKeep them in a catch-all campaign so they can collect data.
Illustrative dataExample scenario with Nike products. Performance data is illustrative. Product Metrics is not affiliated with Nike, adidas or PUMA.
Performance Max benchmark
Under 30 conversions a month, more than half of campaigns fall below target; past 150 a month, fewer than one in seven do. Give a segment its own campaign only when it keeps that volume.
Share of Performance Max campaigns
| Conversions a month | Above target | On target | Below target |
|---|---|---|---|
| 0–30 | 32% | 14% | 54% |
| 30–60 | 34% | 33% | 33% |
| 60–90 | 35% | 38% | 27% |
| 90–150 | 36% | 44% | 20% |
| 150–300 | 35% | 51% | 14% |
| 300–500 | 35% | 55% | 10% |
| 500–1K | 30% | 61% | 9% |
| 1K+ | 34% | 58% | 8% |
Stars in their own campaign once they bring enough conversions, with room to scale.
Together they keep the volume Performance Max needs, and Drainers get the chance to collect data.
Real spend, low return. A campaign of their own with a tighter target, or no ads at all.
Segmentation period
Segmentation period
| Product | Spend, 14 days | POAS, 30 days | POAS, 14 days | Segment, 30 days | Segment, 14 days |
|---|---|---|---|---|---|
| Nike Vomero 18 | €1,180 | 2.62 | 2.55 | Stars | Stars |
| Nike Pegasus Plus 2 | €1,560 | 2.24 | 0.98 | Stars | Dogs |
| Nike Air Max 90 | €640 | 0.84 | 0.88 | Dogs | Dogs |
Nike Pegasus Plus 2 is a Star over 30 days at POAS 2.24, but spent €1,560 in the last 14 days at POAS 0.98. With a 14-day period it becomes a Dog at the next daily update.
Segments are recalculated daily over the period you choose. The default is 30 days.
A Star that stops converting drops out sooner, so you don’t exclude it by hand.
Seven days reacts fastest but moves products more often. Pick what fits your sales cycle.
Category and label
| Category | Segment | Products | Spend | Share of spend | POAS |
|---|---|---|---|---|---|
| Running shoes | Question Marks | 290 | €19.8K | 16.0% | 1.58 |
| Running shoes | Stars | 180 | €17.4K | 14.1% | 2.71 |
| Running shoes | Dogs | 310 | €14.9K | 12.0% | 0.92 |
| Lifestyle shoes | Dogs | 420 | €12.6K | 10.2% | 0.78 |
| Apparel | Dogs | 560 | €7.3K | 5.9% | 0.81 |
| Lifestyle shoes | Drainers | 1,180 | €2.9K | 2.3% | 0.00 |
Six segments from Product Metrics ML, on ad clicks and ROAS or POAS against your target. Written to custom_label_0.
High, Medium or Low: the products behind the first 60%, next 30% and last 10% of a category’s revenue. Written to custom_label_1.
Product Score rates every product 0–100 on your weights, such as margin, price competitiveness and stock.
Campaigns over time
Campaign Explorer
PMax Stars, daily ROAS over the last 30 days: around 4.30 against a 4.00 target until 11 Sep, then around 3.80 against the new 3.50 target.
Change events in this period
Every Shopping and Performance Max campaign, over 7 to 365 days or a custom range.
Target ROAS, budget, bid strategy and status changes appear on the day they were made.
Set a conversion delay of up to 30 days, so recent days don’t look worse than they are.
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