Google Shopping Ads Analytics, Finally Unified

Stop switching between Google Ads and Merchant Center. SKU Analyzer combines your Shopping performance data with product feed insights and pricing competitiveness—all in one powerful dashboard.

Try Demo Dashboard

No signup required · Explore with sample data

dashboard.skuanalyzer.com
SKU Analyzer Dashboard - Overview showing KPI cards with sparklines, day-of-week performance chart, and key metrics

I've managed 30+ Google Ads accounts and hundreds of Shopping campaigns. Analyzing them has always been a nightmare.

Google Ads UI is broken for product performance analysis

  • One summary table, one or two metrics, no context
  • Splitting by brand, product type, custom labels? Possible in theory, but manual nightmare
  • Finding what's working vs what's bleeding money? Good luck

Merchant Center data lives on a different planet

  • Product feed data, competition pricing—incredibly useful but UI for analyzing sucks
  • Completely disconnected from your Shopping Ads performance
  • Combining Merchant Center data, like feed variables to shopping performance data is not possible

Existing tools don't solve this

  • Most product-level tools on the market solve different problems and don't focus on analytics
  • Channable, Producthero = feed management, not analytics
  • Supermetrics = data pipelines, still need to build everything

So I built my own tool.

Samuli Kesseli

Samuli Kesseli

10+ years managing Google Ads accounts • Millions in ad spend across 30+ companies

Senior consultant by day, builder of things by night. I've worked with small startups, big corporations, and everything in between. Analyzed and managed too many Google Ads accounts to count. Realized that Shopping Ads campaigns are often where the real money flows in ecommerce accounts, and they're impossibly hard to analyze properly with existing tools. SKU Analyzer is my answer to that.

LinkedIn Read the full story

How it works

A simple 4-step process to get your dashboard up and running. No complex setup required.

1

Connect Your Google Account

Sign in securely with your Google account through Google's official OAuth. No passwords are stored—just a secure connection.

2

Choose Google Ads and Merchant Center Accounts To Connect

Select which Google Ads and Merchant Center accounts you want to analyze.

3

Data Sync

SKU Analyzer securely pulls your performance metrics, product data, and competitive insights from Google's APIs.

4

Dashboard Ready

Data is processed and stored securely in your account. Your dashboard displays insights immediately, with automatic daily refreshes to keep everything up-to-date.

You can revoke SKU Analyzer's access anytime from your Google Account Permissions page.

Features

Six powerful views designed to answer every question about your Google Shopping ads performance.

Overview

How is my Google Shopping performance at a glance?

The Overview dashboard gives you instant visibility into your entire Shopping portfolio. Perfect for daily check-ins and executive reporting. Get the full picture in seconds without digging through multiple reports.

  • KPI cards with sparklines showing Cost, Revenue, ROAS, Conversions, and more at a glance
  • Day-of-week heatmap revealing performance patterns across the week
  • Top products summary highlighting your best performers by revenue and ROAS
  • Brand and product type split showing budget and conversion value distribution
  • Conversion Value concentration showing how concentrated your shopping ads produced conversion value is
  • Wasted Spend tracker showing total daily wasted spend—follow waste on your account easily
Explore this in the demo

Product Explorer

See all metrics and historical performance of any single product

Google Ads mostly shows campaign-level data. Finding SKU performance means endless spreadsheet exports and pivot tables or Looker dashboards. Product Explorer puts every product's performance at your fingertips—with daily trends, search visibility metrics, and instant filtering by brand, product type, or any custom label.

Perfect for: Performance marketers or product category managers who need to quickly identify top performers, spot declining products, and make data-driven bid adjustments at the SKU level.

  • Performance metrics per product from cost and clicks to conversions and ROAS per product
  • Search visibility charts tracking impression share, click share, and top position rates over time
  • Complete product table with 15+ metrics, inline sparklines, and one-click sorting
  • Click any product for instant time series analysis with daily performance data
  • Sparkline time series for every metric directly in the table
Explore this in the demo

Product Radar

How do my products compare against each other at a glance?

Tables are great for details, but sometimes you need the big picture. Product Radar plots your top 100 products on an interactive scatter chart—using actual product images as data points. Instantly spot outliers, identify clusters of high performers, and discover products that might be flying under your radar.

Perfect for: Ecommerce managers and agency consultants who need to quickly communicate portfolio performance in client meetings or identify optimization opportunities across large catalogs.

  • Visual product mapping with actual product images as interactive data points
  • 7 configurable axes including Cost, Conv. Value, ROAS, CPA, Clicks, Impressions, and Conversions
  • Rich hover tooltips showing complete product metrics without leaving the view
Explore this in the demo

Portfolio Analytics

How is this [feed attribute] working—cross-filter performance data with any product feed filter?

Google Ads doesn't let you segment Shopping campaigns by Merchant Center (product feed) attributes. Want to see how "Nike" products performed last month? Or compare "Sale Items" vs "Full Price"? Portfolio Analytics makes it instant. Filter by any combination of brand, product type, and all 5 custom labels—then watch 10 time-series charts update in real-time.

Perfect for: Brand managers and category managers who need to track specific product segments, compare performance across brands, or build custom reports without touching a spreadsheet.

  • 9 filter dimensions including brand, product type, and all 5 custom labels from Merchant Center
  • 10 synchronized charts showing Cost, Revenue, ROAS, CPA, Conversions, Clicks, CTR, Impressions, and more
  • Flexible date ranges from 7 days to 2 years of historical data
Explore this in the demo

Competition Intelligence

Am I losing to competitors on price? Where's my visibility gap?

Your Shopping ads compete in real-time auctions against every other retailer selling the same products. Competition Intelligence combines Google's impression share metrics with Merchant Center's price competitiveness data—so you can see exactly where you're winning, losing, and leaving money on the table.

Perfect for: Pricing analysts who need to understand competitive positioning, identify overpriced products hurting ROAS, and find opportunities to capture more market share.

  • Impression share time series tracking your market visibility over time by brand and product type
  • Price vs benchmark analysis showing which products are overpriced, competitive, or underpriced
  • Brand-level breakdowns revealing which brands have the strongest and weakest market positions
  • Full product-level breakdown of performance metrics and pricing benchmark data
  • Daily competitive visibility tracking your position against competitors by category—with benchmarks, average rankings, page overlap rates, and trend analysis
Explore this in the demo

Wasted Spend Analysis

How much budget am I losing on products that never convert?

Every Shopping campaign has products consuming budget without delivering conversions. But identifying them is tricky—Google's conversion attribution takes 7+ days, so recent data is unreliable. Wasted Spend Analysis solves this by separating confirmed waste (products with enough data history) from at-risk spend (still within the conversion lag window).

Perfect for: Performance marketers and ecommerce directors who need to stop budget leaks, identify problematic product segments, and reallocate spend to proven winners.

  • Conversion lag awareness distinguishing confirmed zero-converters from products still in attribution window
  • Daily waste tracker showing wasted spend trends and identifying when problems started
  • Waste concentration showing the worst products in terms of wasted euros or dollars
  • Segment breakdowns revealing which brands and product types are the biggest budget drains
Explore this in the demo

Who needs SKU Analyzer?

SKU Analyzer is built for anyone managing Google Shopping ads who needs deeper product-level analytics and insights.

Ecommerce Managers

Track product performance across your entire catalog

Performance Marketers

Optimize ROAS with SKU-level insights

Marketing Analysts

Analyze trends and benchmark performance

Ecommerce Directors

High-level portfolio visibility and reporting

Agency Consultants

Manage multiple client accounts efficiently

Category Managers

Track category and product type performance

Retail Analytics Teams

Centralize Shopping data for team analysis

Digital Marketing Directors

Strategic oversight of paid Shopping channels

Before You Connect

A few things to know before getting started with SKU Analyzer.

Admin Access Required

You must have admin rights to the Google Ads and Merchant Center accounts you want to analyze. Standard or read-only access won't work with the API.

Google Sign-In

Sign in with your Google account and authorize via Google OAuth. This is the secure, standard way to grant access without sharing passwords.

Conversion-Focused Data

SKU Analyzer uses standard Google Ads metrics with a focus on conversions. Your dashboard accuracy depends on your conversion tracking setup.

Your Data, Your Control

Complete transparency about what access SKU Analyzer requests and exactly what happens with your data.

Why SKU Analyzer Requests "Edit" Permissions

When you authorize SKU Analyzer, Google will show that the app is requesting edit access to your Google Ads and Merchant Center accounts. Here's why:

The Google Ads API and Merchant Center API do not offer view-only or reporting-only permission scopes. Google bundles read and write access together in their API permissions. This is a limitation of Google's API design, not a choice.

SKU Analyzer Guarantee: Read-Only Operations

SKU Analyzer will NEVER make any edits, changes, or modifications to your Google Ads campaigns, Merchant Center products, or any account settings. The app only reads and displays your data.

SKU Analyzer FAQ

What data do I need to get started?

You need a Google account with admin access to both Google Ads and Merchant Center. SKU Analyzer connects via Google's secure OAuth—no API keys, credentials, or manual exports needed. Once connected, your Shopping Ads performance data and Merchant Center product data sync automatically.

Can I try it before connecting my accounts?

Yes. SKU Analyzer has a fully interactive demo dashboard loaded with sample data. You can explore every feature—Overview, Product Explorer, Product Radar, Portfolio Analytics, Competition Intelligence, and Wasted Spend Analysis—without signing in or connecting any accounts.

How long does setup take?

About 2 minutes. Sign in with Google, select your Google Ads and Merchant Center accounts, and wait for the initial data sync. The sync typically takes 1-3 minutes depending on your catalog size, and you'll see data loading progressively as it completes.

How is this different from Google Ads reports?

Google Ads shows campaign-level data and makes product-level analysis painful. SKU Analyzer shows product-level data—combining your Shopping Ads performance with Merchant Center attributes (brand, product type, custom labels), pricing intelligence, and competitive benchmarks. Filter by any feed attribute, see time series for individual products, and analyze performance in ways Google Ads UI simply doesn't support.

What metrics can I track?

All the important ones: Cost, Conversion Value, ROAS, CPA, Conversions, Clicks, Impressions, CTR, CPC, Conversion Rate, AOV, Impression Share, Click Share, and Top Impression Share. Every metric comes with trend lines, sparklines, and period-over-period comparisons. You can also see Merchant Center data like price competitiveness benchmarks alongside your ads data.

Can I filter by custom labels?

Yes—all 5 custom label fields from Merchant Center are fully supported. You can filter, segment, and analyze by any combination of custom labels, brands, product types, or drill down to individual SKUs. This is one of the main features that makes SKU Analyzer unique—Google Ads doesn't let you filter Shopping data by Merchant Center attributes.

How does price competitiveness work?

SKU Analyzer pulls benchmark pricing data from Google's Price Competitiveness reports in Merchant Center and displays it alongside your ads performance data. For each product, you'll see whether your price is above, at, or below the benchmark—helping you identify products that might be overpriced (hurting conversion rates) or underpriced (leaving margin on the table).

What are product intelligence labels?

SKU Analyzer automatically classifies every product in your catalog into actionable labels based on the last 14 days of performance: Hero (high spend, high return), Scale (efficient but low spend), Cash Cow (steady converters), Opportunity (potential with more visibility), Fix Price and Fix Listing (underperformers with clear causes), Cut (spending with zero return), and Monitor (low activity). Labels update daily so you always know where to focus.

How does wasted spend analysis work?

The Wasted Spend page identifies products consuming budget without delivering conversions. What makes it unique is conversion lag awareness—Google can attribute conversions to clicks up to 7+ days later, so recent zero-conversion products might just be waiting for attribution. SKU Analyzer separates confirmed waste (enough history to be confident) from at-risk spend (still within the attribution window), so you don't cut products prematurely.

Is my data secure?

Yes. SKU Analyzer uses Google OAuth for authentication—your Google credentials are never seen or stored by the app. Your data is stored securely in isolated database tables and is only accessible to you. You can revoke access anytime from your Google account settings, and you can delete all your data from within SKU Analyzer at any time.

Can I delete my data?

Yes, at any time. You can delete all your data from within the dashboard. You can also revoke SKU Analyzer's access from your Google account permissions page, which immediately stops all data access. Your data is never shared or sold.

Why does the app request edit permissions?

Google's API design bundles read and write access together—there's no "view-only" scope for Google Ads or Merchant Center APIs. SKU Analyzer never writes to or modifies your accounts in any way. It only reads performance data and product information. The "edit" permission is just a requirement to access the reporting data you need.

What campaign types are supported?

SKU Analyzer works with Shopping campaigns, Performance Max campaigns that include Shopping inventory, and Demand Gen campaigns. The dashboard shows product-level performance data regardless of which campaign type is driving the impressions and clicks.

Can I connect multiple accounts?

Not yet. Currently each user can connect one Google Ads account and one Merchant Center account. Multi-account support is planned for the future.

How often is data refreshed?

Data refreshes automatically once per day. The refresh pulls the last 10 days of data to ensure conversion attribution is accurate. Product feed data from Merchant Center is also updated daily to reflect any changes to your product catalog.

Interested in SKU Analyzer?

Leave your email and I'll be in touch with access details.

Not ready to connect your accounts? Try the demo first

Questions? Email me