Google SMART Segments are two automatically generated product segments — SMART Top Performers and SMART Poor Performers — that identify which products deserve more investment and which are consuming it unnecessarily.
SMART Top Performers are products that deliver strong returns relative to what they spend — compared to the rest of your inventory. These deserve more visibility and budget.
SMART Poor Performers are products that consume spend without delivering proportional returns compared to the rest. These are candidates for exclusion or reduced investment.
How they differ from manual filters
Manual filters ask a fixed question: "Does this product meet my rule?" — ROAS above 3, spend over €50, whatever threshold you've set. The answer is yes or no, and it never changes unless you change the rule.
SMART Segments ask a different question: "How does this product perform compared to everything else in my inventory?" Each day, every product is ranked against the others based on performance metrics (link: see which metrics →). The thresholds shift automatically as your inventroy evolves.
SMART Segments address this differently:
| Manual filters | SMART Segments |
Thresholds | Fixed, set by the advertiser | Automatic, relative to the full inventory |
Signals | One or two metrics | Multiple signals combined |
Maintenance | Requires manual updates | Recalculate daily, update automatically |
Segment size | Can fluctuate wildly (e.g. 60% of inventory excluded during a sale) | Consistent size — always the relative top/bottom of the inventory |
⚠️ SMART Segments are a direct replacement for manual performance filters, not an extra layer on top. Business segments — new arrivals, high-margin products, seasonal categories — can be used alongside them without conflict.
Eligibility requirements
The following conditions must all be met for SMART Segments to be generated for a market. All conditions are evaluated over the last 21 days.
Condition | Minimum |
Active products | 100 |
Google Shopping + PMax spend | €1,000 (or equivalent) |
Product revenue from all traffic sources | €10,000 (or equivalent) |
Google match rate | 65% |
Google tracking rate | 65% |
Analytics match rate (revenue) | 65% |
Analytics match rate (product detail views) | 65% |
💡 Cross-sell revenue is an optional signal. If cross-sell revenue data is available for the market (sum over last 21 days is non-null), it is included in the model. If not, the model works without it. You can check whether this signal is active for your market directly in the platform.
Where to find them
SMART Segments are available as product filters directly in the platform under Google → Product Sources → Product Filters.
✅ They represent ROI Hunter's recommended default setup for Google campaigns.
Related articles: SMART Top Performers · SMART Poor Performers · Recommended Setup