// GMC add-on setup guide

How to set up Custom Reports in Google Merchant Center

Custom Reports let you slice Merchant Center performance data any way you want — by product, brand, campaign, day, or country. Then schedule the report to email your team on a recurring basis.

// Add-on
Custom Reports
// Impact
Faster decisions
// Setup time
6 steps · ~15-30 min
// Direct link
Open in GMC ↗

Requirements

  • ✓ Verified Merchant Center account
  • ✓ At least a few days of product performance data (Shopping ads or free listings)
  • ✓ Optional: Merchant Center linked to Google Ads (for cost data)

Step-by-step setup

  1. 1
    Open Report Explorer
    Merchant Center → Reports → click "Report editor" (or Explorer).
  2. 2
    Choose report type
    Pick "Products", "Product performance", "Best sellers", or "Price competitiveness" as your base.
  3. 3
    Add dimensions
    Rows: product, brand, category, custom label, campaign, day, country. Drag from the panel.
  4. 4
    Add metrics
    Columns: impressions, clicks, CTR, cost, conversions, revenue, ROAS. Drag from the panel.
  5. 5
    Filter as needed
    Filter by any dimension: only in-stock products, only US country, only above $100.
  6. 6
    Save + schedule
    Save with a name. Then Settings → schedule email delivery daily/weekly/monthly to your team.

Common issues + how to fix

⚠
No data showing
Reports need 24-48 hours after your feed goes live before data appears.
⚠
Metrics missing
Cost + revenue metrics require Merchant Center to be linked to Google Ads.

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