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PSI - Product Segmentation Insight

Analyzing Product Segment Performance

Product Segmentation Insight (PSI) is designed to help users maximize their Return on Ad Spend (ROAS) and understand the performance of product segments over time. This tool is essential for consultants managing and strategize client relationships or consultants managing campaigns, and other professionals who need to evaluate investments across product segments, identify trends, and optimize campaigns.

Prerequisites

To use PSI, connect your Google Ads campaigns to a segmentation created within a custom label in SmartFeeds on a GMC channel. Learn more in the Related Articles section.

Table of Contents

  1. How to Use and Set Up Product Segmentation Insights
  2. Dashboard Overview
  3. Key Insights and Analysis
  4. Quick Answers to Common Issues
  5. Related Articles

How to Use and Set Up Product Segmentation Insights

Create your dashboard

To get started with Product Segmentation Insights (PSI), follow these steps:

1. Add the relevant Google Ads Account

  • Navigate to settings (bottom left) > Company Account > Link an account > Google Ads. Ensure that your Google Ads account is linked.

2. Choose or Create a Product Flow

  • Select an existing Product Flow or create a new one, especially if you’re working with a prospect.
  • At least one import and one GMC export are required to activate the Insights section.

3. Access the Insights Section

  • In the middle column, locate the Performance Toolkit and select Insights.
  • If prompted with "This section is empty. Please configure your settings to start," proceed to the next step.

4. Go to the Settings Tab

  • Click on the Settings tab to set up your dashboard.
  • Ensure the correct Google Ads account is selected and your segmentation was applied to a custom label in the GMC channel you're analyzing (already linked earlier).

5. Choose Your Account

  • Select the Google Ads account you wish to analyze.

6. Select Your Channel

  • PSI currently works with Google Ads and GMC channels. If you're using a custom channel or another type, this dashboard will not work for that channel.

7. Adjust Segmentation Filters

  • Segmentation Field: Choose the field associated with your custom label.
  • Category Field: Select the field that contains product category information (e.g., product_type or google_product_category).
  • Additional filters can include Brand, Product ID, etc.

8. Generate the Dashboard

  • Once the filters are set, click on "Generate Dashboard". The dashboard will load within approximately 5-10 minutes

Dashboard Overview

1. Account and Data Fetch Information

Discalmer: We need at least 1 day of execution to have historical data for your GMC and get the thing running.

At the top of the dashboard, you'll see the account details, including the account path and the dates of the last data fetch for both PSI and Looker Studio. If the data hasn't been updatedrecently, the date will appear in red, and a red dot will indicate the need for a refresh. In this case, please contact us to update the data.

2. Looker Studio Access

On the bottom-right corner, there’s a Looker Studio button. Clicking on it will open a new window, for better visibility.

3. "can't see any data" button

This issue may occur due to your browser blocking third-party cookies. To resolve this, either allow cookies or click on "Go to Looker Studio" to access the data there.

  1. In Chrome: Click the menu icon (three dots) in the upper-right corner.
  2. Go to Settings > Privacy and security > Third-party cookies.
  3. Ensure that "Allow third-party cookies" is selected.
  4. Alternatively, you can click Go to Looker Studio to bypass the issue.

Key Insights and Analysis

Optimizing ROAS and Budget Allocation

To assess whether your segmentation is improving ROAS, focus on the following key metrics:

  1. Where to Look
    • Overall Performance: View metrics like ROAS, Cost, Impressions, Conversions, and CPC to assess overall performance.
    • Segment Performance Table: Compare ROAS, cost, and revenue for individual segments, including percentage changes compared to the previous period.
  2. What to Adjust
    • Period Comparison: Adjust the period for comparison, for example, this month vs. last month, or Year-over-Year.
    • Segmentation Filters: Filter by Segment, Brand, or Category to focus on specific areas of interest.

Tracking Product Performance Over Time

To understand the impact of segmentation on product performance:

  1. Where to Look
    • Detailed Evolution of Segments: Use dynamic graphs to track how the number of products, budget allocation, and revenue per segment evolve over time.
  2. What to Adjust
    • Period: Compare performance before and after segmentation by adjusting the period.
    • Segments: Monitor specific segments to track their performance over time.

Segment Analysis for Strategic Decisions

Gain insight into how products are distributed across different segments:

  1. Where to Look
    • Segment Distribution and Product Activation: This section provides a breakdown of products by segment, showing how products are activated (i.e., impressions vs. products without impressions).
  2. What to Adjust
    • Filters: Adjust by Segment, Brand, or Category to see how different product groups are performing.

Tracking Product Movement and Changes

Monitor how products move across segments over time:

  1. Where to Look
    • Product Movement Graph: This graph displays how products shift from one segment to another, which can indicate how underperforming products are being reassigned to more profitable segments.
  2. What to Adjust
    • Product List Table: Track individual product details, such as ROAS, Impressions, Revenue, and CPC, to analyze their movement between segments.

Quick Answers to Common Issues

Can the report be customized for a client?

The report is standardized for all clients. Customization is only possible for adjusting the segmentation or category field.

Does it incur an additional cost?

PSI requires access to Smart Data, which is included in Advanced licenses. If you have a Standard license and would like to upgrade, please contact our team

The "Last Fetch Date" on the dashboard is in red. What does that mean?

This means the data in the dashboard hasn't been updated recently. When the fetch date appears in red, please contact us so we can refresh the data and provide you with the latest insights.

Related Articles

For further assistance with SmartFeeds, consider reviewing these articles:

For additional help, feel free to reach out via our Contact Us page.

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