Product Metrics

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Product Segmentation

Give every product the right advertising priority. Six segments, refreshed daily.

Product Metrics ML segments your products and writes each segment to Merchant Center as a custom label, so Shopping and Performance Max spend where products earn.

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Product Segmentation

Reading 12,400 products from Google Ads, Merchant Center and shop orders.

Cash Cows

Drainers

Stars

Question Marks

Dogs

Ghosts

Product segments

Nike example, 12,400 products, POAS, 30 days

  • Stars806
  • Question Marks1,254
  • Cash Cows622
  • Dogs1,543
  • Drainers4,914
  • Ghosts3,261

Select a product to open its card. Switch between ROAS and POAS to see products change segment.

  1. Read products: Reading 12,400 products from Google Ads, Merchant Center and shop orders.
  2. Weigh signals: Product Metrics ML weighs clicks and return for every product.
  3. Segment into six: Segmented on volume and return. Volume is ad clicks, return is POAS against a 2 target.
  4. Pegasus 42 on ROAS: On ROAS, Nike Pegasus 42 clears the 300% bar at 3.18 and looks like a Star.
  5. Pegasus 42 on POAS: On POAS, its 44% margin tells the real story: 1.4 against a 2 target makes it a Question Mark.

Nike Pegasus 42: ROAS 3.18 vs 300% target → Star; POAS 1.4 vs 2 target → Question Mark. Same product. Margin tells the real story.

Illustrative data from 12,400 example Nike products. Product Metrics is not affiliated with Nike, adidas or PUMA.Step 1 of 5: Read products
  • 1M+ products analysed
  • €750K+ monthly Shopping spend under management
  • 6 segments, refreshed daily

The six segments

Two questions segment every product. How many clicks does it get, and what do they return against your ROAS or POAS target?

  • Stars

    806 products
    Volume: ad clicksHigh
    Return: POASAbove target

    High volume, high return. Proven winners that draw clicks and beat your target.

    Nike example: Vomero 18, Vaporfly 4, Air Force 1 '07

    What to doScale budgetOwn PMax campaign or asset group with a lower target, so budget scales.custom_label_0: stars

  • Question Marks

    1,254 products
    Volume: ad clicksHigh
    Return: POASJust under target

    High volume, medium return. Plenty of clicks, return just under target.

    Nike example: Pegasus 42, Zoom Fly 6, Tech Windrunner

    What to doTest price & feedKeep at target; check price position and product journeys before scaling.custom_label_0: question_marks

  • Cash Cows

    622 products
    Volume: ad clicksLow
    Return: POASAbove target

    Low volume, high return. Efficient products that lack reach.

    Nike example: Vomero Plus, Structure 26, Dunk Low

    What to doProtect & grow reachBuy reach: a looser target and a bigger budget share.custom_label_0: cash_cows

  • Dogs

    1,543 products
    Volume: ad clicksHigh
    Return: POASBelow target

    High volume, low return. They soak up clicks without paying back.

    Nike example: Pegasus Plus 2, Air Max 90, Club fleece crew

    What to doLower priority / fix pageLower its priority; fix price, title or feed before spending more.custom_label_0: dogs

  • Drainers

    4,914 products
    Volume: ad clicksLow
    Return: POASNo return

    Low volume, no return. Spend with nothing to show for it.

    Nike example: ACG Pegasus Trail, Air Max Plus

    What to doExclude or pauseIsolate with a strict target, or exclude until something changes.custom_label_0: drainers

  • Ghosts

    3,261 products
    Volume: ad clicksNo impressions
    Return: POASNothing to measure

    Inactive: no impressions, no clicks. Google is not showing them.

    Nike example: Pegasus 42 GORE-TEX, Dri-FIT Club cap

    What to doReactivate or clean feedCheck Merchant Center status and feed quality; relaunch in a test campaign.custom_label_0: ghosts

Counts and examples are illustrative. Product Metrics is not affiliated with Nike, adidas or PUMA.

Machine learning

Nine signals in. One segment updated, every day.

Interactive: click to explore

Product SegmentationDaily segmentation run
Nike Pegasus 42
Live in PMax
Return
POAS 1.4, target 2
Segment
Question Marks
custom_label_0
question_marks
Campaign
PMax Question Marks

Performance Max now holds Pegasus 42 in the Question Marks asset group, at your target.

  1. Collect signals: Clicks, cost and orders come from Google Ads and your shop. Margin turns revenue into profit.
  2. Product Metrics ML: Product Metrics ML places Pegasus 42 on volume and return against all your other products.
  3. Assign segment: Lots of clicks, POAS under target: a Question Mark. Demand is there, profit is not yet.
  4. Write the label: The segment is written to custom_label_0. Merchant Center merges it on the next fetch.
  5. Campaign picks it up: Performance Max now holds Pegasus 42 in the Question Marks asset group, at your target.
Illustrative data. Follow Pegasus 42 to its Performance Max asset group, then switch margin data off. Product Metrics is not affiliated with Nike, adidas or PUMA.

  • Thresholds learned from your account

    No industry rule of thumb. Your click distribution sets high volume; your ROAS or POAS target sets the return bar.

  • Enough evidence before a Star

    A product needs a minimum number of clicks before it can be a Star. One lucky sale does not move budget, and products don’t jump between segments week to week.

  • Re-segmented every day

    On a rolling 30, 60 or 90-day window, against all your other products. When clicks and returns change, the segment and label follow.

Product Score & Product Rules

The model decides, and you keep the final say. Product Score rates every product 0–100 on your weights; Product Rules act on it.

OptimiseProduct rules
Rules apply top to bottom

Product score

Metric weights, score 0–100 per product

  • Price Competitiveness30
  • Profit Margin25
  • Inventory Level20
  • Return Rate15
  • Delivery Speed10

Score preview

  • Nike Air Force 1 '0788
  • Nike Vomero 1883
  • Nike Pegasus 4258
  • Nike Air Max 9044
#1Promote high scorersActive

When

Then

Writes custom_label_0 = stars in the supplemental feed

Live preview1,070 products match, 690 labels change
Labels this rule changes
Productcustom_label_0
Nike Air Force 1 '07stars → stars (unchanged)
Nike Vomero Pluscash_cows → stars
Nike Dunk Lowcash_cows → stars
Illustrative data. Pick a When condition and a Then value. Product Metrics is not affiliated with Nike, adidas or PUMA.

From segment to campaign

Every segment becomes a label in Merchant Center, updated daily. Your campaigns hold the right products, with your bid strategy per segment.

A campaign structure that follows the labels

Split by custom_label_0 once. Products then move between campaigns and asset groups as their segment changes. Your bid strategies stay yours.

Campaign structure per segment
SegmentCampaignBid strategy
StarsPerformance Max, own campaign, asset group per categoryTarget ROAS or POAS below goal to buy volume
Question MarksPerformance Max, own campaignTarget at goal; review price and journeys first
Cash CowsPerformance Max or Standard ShoppingMaximise conversion value with a looser target
DogsStandard ShoppingTarget above goal; lower priority
DrainersStandard Shopping, low priorityStrict target, or excluded
GhostsNot servingFix feed or stock, then relaunch

Labels move products

A new segment means a new label, and the product moves campaign on the next Merchant Center fetch.

OptimiseExport feed
Merchant Center fetch 06:30, merged
custom_label_0 per product after the Merchant Center fetch
Productcustom_label_0Campaign
Nike Vomero 18PMax StarsstarsPMax Stars
Nike Zoom Fly 6Moved to PMax Starsquestion_marks → starsMoved to PMax Stars
Nike Pegasus 42PMax Question Marksquestion_marksPMax Question Marks
Nike Air Max PlusStandard ShoppingdrainersStandard Shopping

Zoom Fly 6 crossed its POAS target, 1.52 to 2.12, and its label changed to stars.

See which products have room to grow, before you raise a budget

Product Potential forecasts the extra clicks and revenue from a higher impression share, and the cost at today’s CPC.

OptimiseProduct Potential
Last 30 days
Forecast uplift per segment at the target impression share
SegmentImpr. sharePot. clicksPot. revenuePot. cost
Stars81.2% → 88.0%81.2% → 88.0%+1,550+€15.2K+€3.1K
Question Marks76.4% → 80.0%76.4% → 80.0%+520+€2.0K+€1.0K
Cash Cows58.3% → 70.0%58.3% → 70.0%+1,020+€5.5K+€1.8K
Total3 segments3 segments+3,090+€22.7K+€5.9K

Start with the products that earn their next euro.

Illustrative data. Example with Nike products; Product Metrics is not affiliated with Nike, adidas or PUMA.

Setup

Your first segmentation, in three steps. Log in, choose ROAS or POAS, add one supplemental feed.

  1. Step 1

    Connect Google Ads and Merchant Center

    Log in with Google and connect your Google Ads account or MCC. We read your data and write only the labels you approve. No credit card.

  2. Step 2

    Choose ROAS or POAS

    ROAS works right away, without margin data. Connect margins to segment on POAS.

  3. Step 3

    Add the supplemental feed once

    Add the feed URL to Merchant Center once. Labels merge on every fetch; campaigns split on custom_label_0.

Built for 500 to 50,000 products on Performance Max and standard Shopping, with Shopify, WooCommerce, Magento, Lightspeed and Shopware 6.

What PPC teams ask first. Anything else? Ask Berend.

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How does Product Metrics decide which segment a product is in?

Machine learning places each product in one of six segments by volume and return. Volume is ad clicks, set against your own click distribution. Return is ROAS or POAS against your own target; the app shows which metric and target are in use.

Will products jump between segments every week?

No. Products are re-segmented daily on a 30, 60 or 90-day window, but minimum-click thresholds mean a product only changes segment on enough evidence. One lucky sale does not move budget.

Do I need margin data?

No. Segmentation works on ROAS right away. Connect margins to switch to POAS, which stops low-margin bestsellers posing as Stars: Pegasus 42 clears a 300% ROAS target at 3.18, but earns POAS 1.4 against a 2 target.

What campaign structure do I build with the segments?

Split campaigns or asset groups on custom_label_0 once, for example as in the table above: Stars and Question Marks in their own Performance Max campaigns, Cash Cows with a looser target, Dogs and Drainers in Standard Shopping with strict targets. Products then move as their segment changes.

What access do you need? Do you change my bids or budgets?

Connect your own Google account or MCC. Product Metrics reads your data and writes only the labels you approve, via a Merchant Center supplemental feed. Bids and budgets stay yours; labels decide where each product sits.

Can I override what the model decides?

Yes. Product Rules run on top of the model: when a condition matches (brand, price, stock, product score, feed age, custom labels, even the weather), set the segment or priority. Product Score (0–100, your weights) can drive rules such as product_score > 70.

Is Product Metrics an attribution tool?

No. Product Metrics is not an attribution tool. It uses your Google Ads and shop data to show which products perform and why, and turns that into segments and labels.

What does it cost, and is there a trial?

A graduated share of your rolling 30-day Google Shopping spend, excl. VAT; the first €10K each month is free. The free analysis needs no card; the 30-day trial does, and cancelling during the trial costs nothing. Full Signal Tracking is included, not billed separately.

See your own products in six segments, today. Log in with Google and connect Google Ads and Merchant Center. Your first €10K of monthly Shopping spend is free.

Find your hidden profit30-second estimate · no login
Analyse your products for freeFree analysis, no credit card

Not ready to connect? Book a demo: a video call with Berend, then a demo account with example data. See pricing