Intro
The Product Insights menu offers multiple functions that enable your business optimization. These functions harness simple yet powerful criteria about your product performance in order to provide actionable information.
The difference between Product Insights and Segments Dashboard is the nature of data calculations involving time as a value:
Product Insights shows your segments as they're defined at the moment of observation; the products which fulfill the criteria for any given segment at that time may not have applied in the past and may not be applicable in the future.
Segments Dashboard displays the composition of segments for every day separately and will provide information on products when they applied towards a segment's criteria.
The left menu pane offers various tools used to compose insights:
Product Filters: Used to filter products by markets, channels, campaigns, product attributes, performance metrics, etc into a single query to answer questions about your product inventory performance. Other tools here include:
Campaign Filters: Uses campaign (optionally and mutually per channel) information
Metric Filters: Uses Product ROAS, and customary metrics from Meta, Google, and Analytics sources such as impressions, clicks, CTR, conversion rate, etc
Product Attribute Filters: Uses brand, category, discount rate, product age, etc information
Product Attributes: Used to characterize your products according to brand, category, discount rate, product age, etc for further analysis of different factors of your product performance.
For more information on connecting and using Product Attributes (both conventional and custom), read here: Business Data Integration
Main Functions
From the filtration panel on the left, there are multiple filters that can be used to gain insights.
Data Export
To export your data, click the "Export" button on the right side under the chart view. This is limited to 10,000 products per export, and the number of exports are unlimited.
Metric Filters
Channel-specific product metrics are distinguished from product metrics and from analytical sources like Google Analytics, Branch, or Adobe Analytics which are marked by an analytics icon. The applicable criteria under Metrics are:
Product ROAS: This hybrid metric unique to ROIH allows you to evaluate the overall performance of each given product and see whether the revenues match the ad investment or not.
Meta metrics: Scoped to Dynamic product ads with criteria such as amount spent, impressions, clicks, CTR, Meta Product ROAS, etc.
Google metrics: Scoped to Shopping + P Max campaigns with criteria such as cost, impressions, clicks, CTR, Google Product ROAS, etc.
Analytical metrics: Scoped from Google Analytics, Branch, or Adobe Analytics that are paired on a product level with criteria such as conversion rate, custom metrics, item quantity, product average sale price, product detail views, product revenue, quantity added to cart, product ROAS, etc.
Campaign Filters
The applicable criterion under Campaigns is:
Campaign filters: Specifies catalog-based campaigns (on Meta) and Shopping + P Max (on Google).
Product Attribute Filters
The applicable criteria under Product Attributes are:
Brands, categories, and product types: While brand is simple and constant, categories and product types are complex and might sometimes change. Therefore, categories and product type are broken down into multiple levels to help you analyze each layer separately.
Product status: Largely coincides with product availability (generally, in stock or out of stock), with only the latest value being considered.
Product age: Continuously counted from the moment a product was first introduced to your product feed. However, it applies to ROIH filters only from the moment it registers any data or insights about a new product (i.e. from the moment of the first impression or detail view).
Discount rate: The average of discount rates of variants is calculated because the price of individual variants is sometimes different. Only the latest (sale) price is considered.
Stock out score: The percent of variants that are available. It is not possible to set stock out score to a specific percentage; it must must always be
less than XYZ percentage value). Only the latest value status of product variants is considered.Custom attributes: It's possible to map any feed element containing text to a custom field. You can convert numerical values to text buckets; for example, different margin ranges can be bucketed into "high margin", "low margin", and "negative margin" products with which segmentation is possible.
For more information on connecting and using Product Attributes (both conventional and custom), read here: Business Data Integration
Charts
From the top menu tabs, multiple chart views can be selected as ways to further pinpoint product performance analysis:
Trend in Time: Describes how two metrics develop over time, which helps you learn about their possible correlation(s) and compose valuable insights from examining metrics over time in conjunction with relevant filters.
Product Attribute Breakdown: Shows your product performance through the lens of a comparison between two metrics. Sorted by the first metric in descending order; click the sorting icon in the top right to change.
Product Attribute Trend: Describes how your performance develops over time according to different attributes. Used to identify trends with changes in traffic, profitability, or costs. Follow up by diving inside to identify the products driving the trend.
Performance Breakdown: Shows the distribution of your inventory performance. As a histogram, arranges the data into ranges of values (buckets) starting from the lowest value (often zero) and gradually increasing up to the highest value for the given date range.
