How to use Google Shopping campaigns to drive revenue for other channels

Using filters on Google Analytics can help advertisers see which of their ad campaigns are driving traffic and revenue to other channels.

Seeing your conversions attributed to an ad can help you see how well your campaigns are performing and which channels are benefiting the most. This can help you fully optimise your advertising strategy and maximise conversions.

How to set up a filter

After logging into your Google Analytics account, navigate to the ‘Acquisition’ drop-down. 

From there, click on ‘Google Ads’ (1) and then ‘Shopping Campaigns’ (2).

To start making the filter, click  ‘+ NEW SEGMENT’ (3). 

Next, select ‘Traffic Sources’ (1), and make sure the ‘Filter Users’ (2) option is selected.

From this menu, input the campaign name that you want to filter and see the attribution for (3).

Once you’ve pressed save on your new segment, go back to the ‘Channels’ page and remember to tick the box next to it (1) to apply it. It’ll then be added to your list of filters (2).

Head on back to ‘Acquisition’ (1) on the sidebar, and go down to ‘All Traffic’ and then ‘Channels’ (2).

You can see our segment in action here (3), which for this purpose we’ve called ‘name here’.

The graph will show your filter against the unfiltered data in your Analytics account.

With the filter applied, you can scroll down to see the data for your different channels.

For this example, we’re primarily looking at revenue (1) and how it’s split.

The top figure shows the total amount of revenue generated by the channel, and the figure underneath shows the amount of revenue attributed to an ad. 

By applying this filter, you can look back and see which conversions have actually been attributed to an ad: for example, someone may have clicked an ad months ago, leading them to sign up for an email list. They may then have later converted from this, but the original point of contact was the ad that they saw.

In this example, you can see that the paid ads have contributed a large amount of the overall revenue generated by paid search (2).

By creating a segment that filters the first interaction with your Google Shopping ads it’s easy to see how much value they add to your different channels. We’ve often found that a lot of revenue has been attributed to Shopping ads as the first interaction with a shopper.

With Shopping ads helping to generate revenue across multiple channels, it solidifies Shopping as a profitable PPC platform for businesses. 

If you’re looking for more information on Google Shopping or are looking to get the most out of the channel, book a demo with us today.

• See how search volumes for your category are changing
• Uncover the value in your customer journey with attribution modelling
• How using negative keywords cuts back on irrelevant traffic to your Shopping ads