Google Merchant Center Dashboard
Google Merchant Center – Dashboard User Interface gets User Friendly

Google Merchant Center – Dashboard User Interface gets User Friendly


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Google merchant center has a new look. This look makes it a more intuitive dashboard and improves its ease of use. Mainly the navigation menu of Google Merchant Center dashboard is updated to make it quick and hassle-free for the seller to manage the store from Google Merchant Center account.

Now easy to locate important features/programs in your google merchant center dashboard that matter more for your business.

Google Shopping Actions US is open for Merchants in India and Canada: Start selling cross-border to customers in the US, from either India or Canada without any fuss, right away.

The purpose behind the update of Google Merchant Center account is to move less frequently used features under the ‘Tools and Setting’ menu at the top right corner. As a result, the navigation menu clutter-free. 

 Let’s Start with all-important ‘Navigation Menu.’

Google Merchant Center Dashboard – Overview

Google Merchant Center

As visible above, the front page of Google Merchant Center is a collection of programs activated by the merchant and their performance highlighted with a graph for a quick and clear understanding of what is the status of the products in different programs.

Therefore, you need not waste time in finding which products are profitable and whose performance could be the cause of concern.

You can find your product information based on status in different colors.

Green – Active

Yellow – Expiring

Blue – Pending

Red – Disapproved

Color coding in your Google Merchant Center dashboard reveals about product performance under various programs. These programs include Shopping across Google, Shopping Ads, Dynamic Remarketing, and Shopping Actions.

The paid performance graph tells the number of clicks over a certain timeperiod.

Google Merchant Center Dashboard – Orders

Google Merchant Center

When you click ‘All Orders’ under ‘Orders’ in the left side navigation bar of Google Merchant Center, as a result, In a single image, you can figure out the order shipment status. Your product will be either under PENDING SHIPMENT or PENDING DELIVERY.

Google Merchant Center Dashboard – Products

This section of your Google Merchant Center account considers 3 subsections to help you have a real-time understanding of the product in various ways.


The ‘Diagnostic’ under ‘Products’ on the left side menu gives a clear picture of the products in the below categories.

Active Items

If your product is as per the policies of Google, and has appropriate values for its different attributes, then it is in Active state. It depends on the destination as well. Destination Wise product requirements might change.

Expired Items

Every product uploaded on the merchant center has its expiry date. If the product not refreshed within that period, then that product expires from all the destinations, in which it is available. Products that are about to expire or which have expired already, show in this section.

Item auto-expire after 30 days of or on the particular date set under ‘expiration date’ attribute.

Pending Items

It shows you the number of products that are still under review and won’t show in the target destinations. Review duration can be between 3 business (for shopping ads) days to a few weeks(other programs).

Disapproved items

Unfortunately, products that do not comply with the policies of the Target destination or their feed specifications fall under the disapproved items section. It means that you need to work on those products to get them active.

Google Merchant Center

Your complete guide to sell on Google Express via Shopping Actions

All products

This section in Google Merchant Center displays the list of your products that have uploaded on merchant center, for different destinations. In this section, you can also filter your products based on various parameters, and also perform different actions on them like delete them.

Google Merchant Center

CedCommerce is Trusted Integration Partner of Google Shopping Actions.


This section contains the list of all your product feeds. You can also create a new feed from here. Using the primary feed you can upload product data in the form of .txt file, XML (.xml) files, Google Sheets, or via Google Content API for Google Shopping.

Google Merchant Center

You get the option to add an extra feed with ADD SUPPLEMENTAL FEEDS clickable option. You can explore more about how to create the feed here.

Google Merchant Center Dashboard – Performance

It is considered the most critical section in Google Merchant Center account with a quick and complete summary of the collective performance of your products. This section is mainly provided to help you gain insights about product performance over a specific timeperiod.

Last 7 Days

Last 14 Days

Last 28 Days

Last 90 Days

Last 180 Days

Last Year

Quarter to date

Current quarter

Last quarter

Year to date.

Apart from the above time slot, you can compare any time period with the corresponding time period in the last year.


The dashboard provides a complete performance overview of products in the form of a summary and product-wise. It has two tabs ‘SUMMARY’ and ‘PRODUCTS.

The Summary Tab

It gives updated data about performance snapshot and performance over time in Google Merchant Center account.

Performance Snapshot

Google Merchant Center

This section provides the updated data about products in the form of total sales, the Rejection rate, Fulfilled orders, AOV, Lost sales, Fulfilled items, and AOS.

  • AOV – Stands for Average order value means average spent on per customer for fulfilled orders.
  • AOS – It is the average number of items per order.
  • Fill rate – Fill rate is the percentage of items fulfilled based on items ordered.
  • Fulfilled items – It is the total number of orders fulfilled, including the returned orders.
  • Fulfilled orders – This tells about all fulfilled items, including the returned items.
  • Lost Sales – It is the number of sales lost due to order cancellation.
  • Rejection rate – It is the total number of items rejected.
  • Sales – This is the amount of all the successful sales (including shipping & delivery fee minus tax).

The above metrics are also provided in more detailed form under ‘Performance over time’ as shown below. Here you get the data daily.

Google Merchant Center

Further, these metrics are available in a graphical manner just below the Performance over time section.

The Products Tab

Under this tab, you will discover the product under 3 main categories. These categories are Top 100 Products, Fill rate by category and Sales by category.

Google Merchant Center

In the above image of Google Merchant Center dashboard, you will get information about Top 100 products along with its fulfilled items quantity and estimated sales

Under the Fill rate by category, you can see your product categories against their corresponding Fill rate.

Sales by category reveal the amount earned from particular categories over a specific period of time.

You can view all these reports in a better manner by clicking on expand option at the top right corner.

Shopping Actions promotions

It is the second subcategory under Performance on the left side navigation menu in Google Merchant Center account.

It starts with Promotions snapshot, containing all data about how your product promotion is performing under different metrics. 

 Google Merchant Center

Here you will get updated data for below metrics.

  • Fulfilled orders – It is the total number of fulfilled orders, including the returned orders.
  • GMV net of Promotion cost – It is the number of total sales excluding the promotion cost.
  • GMV – It is the total amount of sales excluding shipping and taxes.
  • AOV -The Average order value means the average spent per customer for fulfilled orders.
  • Promotion cost – It is the amount paid by you for product promotion.
  • Return and spend – This is the return on investment due to product promotion.

In the bottom half of Shopping Actions promotions, you will get a quick overview of promotion collectively under the Promotions summary section.

All these metrics can be viewed based on a specific time frame as well as during a particular timeperiod against the same period in the previous year.

Further below the Promotions summary in Google Merchant Center dashboard, you can get a graphical representation of Fulfilled orders, GMV, and AOV for the specific time period.

Retailer Standards

It is basically ‘your retailer standards dashboard.’ Here is the latest data about

  • Monthly score – You can view scorecard on 1st day of the month
  • Detailed reporting – tells about products flagged as defective
  • Defect rate – Information about defect trends to help you understand how to decrease it.

Google Merchant Center

It has two tabs, namely OVERVIEW ,and DETAILS.


Performance scorecard

Under the performance scorecard section in the Google Merchant Center dashboard, you find the information about Item defect rate, Shipping defect rate, Sales, and Items.

Google Merchant Center

If you can maintain defect rate, shipping defect rate better than other sellers (around 1% – 2%) than your chances to be the Top Retailer for the Month are maximum.

Find it as below

Google Merchant Center Top Retailer

Metrics at a glance helps keep track of important metrics that are necessary to become Google Top Retailer.

Google Merchant Center

It provides monthly and today’s status about Item defect rate, Shipping defect rate, Sales, and Items.

Did you know the new Google Merchant Center tells about your performance against other sellers?

Google Merchant Center

In the above image of Google Merchant Center dashboard, you can see store performance in the graphical format under ITEM DEFECT RATE and SHIPPING DEFECT RATE against your competitors. 

These scores are calculated based on the percentage of four critical metrics as below.

Item defect rate 

Shipping defect rate

Sales value

Sales count

Upon achieving a specified percentage (as stated in the above image) your score puts you in position to be a Top Seller. 

Score history in Google Merchant Center account gives information about Top Retailer, Meeting Standards, and Below Standards in graphical format and month wise. It is as below.

Google Merchant Center

Performance Breakdown

The performance breakdown section occupies the bottom half of the Retailer standards page in Google Merchant Center dashboard. Here you get the latest data about below metrics against several months.

Item defect rate

Shipping defect rate



Google Merchant Center

Some of the vital points you need to know to gain maximum insights from Performance breakdown section in your Google Merchant Center dashboard.

  • Defect rate – No specific formula but, if out of 10 orders 4 get rejected as well as receive poor ratings (1 or 2 stars) then defect rate is 10
  • Rating plays a crucial part, and a good rating (5 stars) despite 4 rejected items means a defect rate of 4 only.
  • Rejected Items – List of items unable to reach customers, either due to being out of stock or cancelled by Google.
  • Shipping defect rate – It is calculated based upon the ratio of the number of products lacking accurate tracking info or delivered late to the total number of orders successfully fulfilled.

Shipping defect rate of < 4% is ideal to become Top Retailer.

Google Merchant Center DashboardMarketing

Marketing option in Google Merchant Center account expands into promotions. This section is particularly helpful for the efficient management of orders with promotions.

Google Merchant Center

Now, you can create a structured promotion from the merchant center itself.

Google Merchant Center – Growth

Growth is the last section of the navigation menu on the left side in Google Merchant Center account. It has two tabs HOME and ARCHIVE.

Under the Home tab, is opportunities and suggestions by Google that that positively boost your sales.

Google Merchant Center

You get recommendations in the form of updates about account and feed.

The Archive tab shows updates done on the home screen. If you want these can be rolled back.

Market Insights

Don’t overlook this subsection under Growth in Google Merchant Center dashboard. TOP PRODUCTS and PERSONALISED are the two tabs in this section.  

You can view the most popular products on Google, for which you have not started advertising.

If you are planning to expand your store reach by advertising for items in different categories, then you must visit this section.


The TOP PRODUCTS in Google Merchant Center account shows products rank based upon their popularity as well as their benchmark price on various marketplaces.

Google Merchant Center


In this section, suggestions about products sold in the US, which is related to similarity with your most popular products and approximate traffic on it.

Google Merchant Center

Shopping Actions Insights

You might be interested in knowing about your product price in comparison to other sellers. It is possible from the new Google Merchant Center dashboard to find out the frequency of your products winning Buy Box.

Google Merchant Center

Among all the above information, you must consider the current lowest competitor price. It is the lowest price at which another seller sells the same product on Shopping Actions. This is one of the best feature in Google Merchant Center account.

Next to this is Price Difference which will is positive if your price is lower than the lowest price by your competitor. A negative value indicates that your product price is more than the lowest price for the product.

This information is under the COMPETITIVENESS tab. There is another tab as OPT-IN RECOMMENDATIONS.

Here are accurate predictions about products from Shopping Ads that are highly likely to do better based on their sales potential.

Google Merchant Center

Potential on Shopping Actions section tells about product performance if opted to be sold via Shopping Actions. Find the section highlighted in the above image.

Manage Programs

All important programs are clustered in one place. You can explore about them here.

Message Archive

All recent message notifications (with the latest one at the top) about the Merchant Center account are displayed under the ‘Message Archive’ option found at the top right corner. 

Find the screenshot below.

Google Merchant Center

Tools and Settings

Google Merchant Center

It has several options among which important ones are

Shipping and returns

Under shipping and returns, you can add an extra return policy for products that are not under the default return policy. 

The Default Return Policy has a return window of x days(as set by seller) from the day of delivery and no seasonal overrides.

Google Merchant Center

You can add more addresses for product return under Return Addresses in your Google Merchant Center dashboard for those products that are exceptions to the default return policy.

Google Merchant Center


In the preferences section, options are the same as before the update except for the Orders option under Email notifications.  Once you turn on this option means, you are eligible to receive orders notification via email.

Google Merchant Center

Automatic Item Updates

The automatic item updates option is helpful to auto-update the products on Google Shopping. This update is on behalf of microdata information (available on the website). 

Not opting for this option means items (with mismatched data) getting disapproved temporarily.

Google Merchant Center

Review Policy

Review policies under ‘Shopping ads setup’ in ‘Tools and Settings’ of your Google Merchant Center dashboard specify the crucial points. It is necessary to comply with these policies.

Google Merchant Center

As stated in the above image review policy focus on mainly

Company information

Landing Page


Refund and Return Policy

Unsupported content

The main gist of all points is to ensure best practices for smooth customer experience. The policy describes how to ensure that various components of your online store are optimized.


A better understanding of how to use Google Merchant Center after the recent update. The complete overhaul of Google Merchant Center dashboard is useful to save time, and store management gets easy.

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