To get more granular with your Facebook and Google ad reporting, tracking ad spend and revenue by product or SKU level is definitely achievable, though it requires the right tools and setup.
Tools & Methods
Google Analytics with Enhanced Ecommerce:
- If you haven’t already, setting up Enhanced Ecommerce tracking in Google Analytics is a great start. This can track product performance, revenue, and ad spend at a detailed level, and you can integrate it with Google Ads for more precise reporting.
- You can also create custom reports to drill down by product or SKU.
Google Ads Conversion Tracking:
- For Google Ads, make sure you have conversion tracking set up at the product level. This involves tagging each product page with the correct tracking code, so you can attribute sales directly to specific ads.
Facebook Pixel & Custom Conversions:
- For Facebook Ads, using the Facebook Pixel with custom conversions allows you to track actions specific to certain products. You can also set up custom metrics to track by product category or SKU.
Third-Party Tools:
- Triple Whale: You mentioned Triple Whale, and you’re correct. Triple Whale offers robust attribution modeling and reporting at the product level, integrating with both Facebook and Google Ads. It provides SKU-level tracking, helping you see exactly how much you’re spending and earning on specific products.
- Shopify & Klaviyo Integration: If your store is on Shopify, apps like Klaviyo can help with email marketing, but they also offer detailed analytics and integration with ad platforms to track sales and revenue by product.
Implementation
- Product Feed: Ensure your product feed is correctly set up and linked to your Google Merchant Center and Facebook Catalog.
- Custom Labels: Use custom labels in Google Ads and Facebook Ads to categorize and track specific products or product categories.
- UTM Parameters: Make use of UTM parameters to differentiate campaigns by product, which can help in tracking in Google Analytics.
Reporting & Optimization
Once everything is set up, you can pull reports that break down your ad spend and revenue by product or SKU. This will help you see which products are the most profitable and which campaigns are driving the best ROI.
If you’re using a platform like Triple Whale, you should be able to get this data in a more streamlined way, along with recommendations for optimizing your ad spend.
This level of granular reporting will allow you to make more informed decisions, allocate your budget more effectively, and ultimately increase your store’s profitability.