Measuring impact in Analytics
You’ve enriched your catalog and you want to know whether it worked. This page covers the enrichment-specific setup — tagging, comparison methods, and which report answers which question.
This page is about measuring enrichment. For the Analytics product — onboarding, the Traffic and Paid Media reports, the AEO report, and the Feedonomics Companion — see the Analytics section.
You can work through everything below in the Analytics dashboard, or ask the Feedonomics Companion your question in plain language.
What you can measure
Once your products are tagged, you can compare enriched products against their own earlier performance, or against products you haven’t enriched:
- AI-assistant and referral traffic — visits from ChatGPT and other AI engines, plus your other referral channels.
- On-site behavior — sessions, add-to-cart rate, conversion rate, and revenue.
- Paid media — impressions, clicks, CTR, spend, conversions, revenue, cost-per-click, cost-per-acquisition, and ROAS.
Which of these you get depends on what you’ve connected — see Analytics onboarding.
Step 1: Tag your products
Analytics can only tell which products are enriched if you tag them. Without tags, none of the comparisons below will work. Do this before you rely on the reports.
There are two tags, and which you need depends on where the product goes.
UTM parameters on your feed product URLs. The product URLs you send to each channel — Google, ChatGPT, and other referral destinations — need a UTM parameter, ideally one dedicated to your enriched products. This is how Analytics identifies enriched products and segments referral traffic by source. You’ll filter on it in the Traffic report. Google’s guidance: UTM best practices.
Custom labels in Google Merchant Center. Products going to Merchant Center need a custom label. You’ll filter on it in the Paid Media report. Google’s guidance: custom labels.
The Traffic report and the Paid Media report are separate. Apply your filter in each one independently — UTM in Traffic, custom label in Paid Media.
Set your tags up first, and organize them by product group or launch. It costs nothing now and it’s the difference between a clean before-and-after later and a comparison you can’t trust.
Step 2: Choose how to compare
Two approaches, and they answer slightly different questions.
Before vs. after, same products. Compare your enriched products in the period before enrichment against the period after, using a custom date range anchored on your enrichment date. Simple, and the natural first look.
Cohort comparison, same time period. Compare enriched products against a non-enriched group over the same window. Because both groups face the same market conditions, this isolates enrichment’s effect far better — it’s the stronger evidence of the two.
Outside factors move the whole catalog. Seasonality, promotions, and demand swings affect enriched and non-enriched products alike, which is exactly why cohort comparisons are worth the extra setup.
Treat AI-assistant traffic as a visibility signal, not directly attributed revenue. It’s evidence your products are surfacing more often — real and worth reporting, but not the same claim as attributed sales.
For the fuller method behind a comparison that survives scrutiny, see Proving enrichment works. For the rigorous version, see A/B testing enriched content.
Which report answers which question
Did my ChatGPT traffic, add-to-cart, and revenue go up after enrichment?
In the Traffic report, filter by the UTM for that referral source, then drill into landing pages for add-to-cart rate, conversion, and revenue. Requires your store connected and UTM tags on your feed URLs.
Can I see this over time?
Yes — use the trend chart and date picker. Anchor a custom range on your enrichment date, or run a cohort comparison over the same period.
Did enrichment improve my Google Ads performance?
In the Paid Media report, filter to your Merchant Center custom label and review clicks, conversions, revenue, CTR, and ROAS.
Did my cost-per-click or cost-per-acquisition change?
In the Paid Media report, cost-per-click is spend ÷ clicks and cost-per-acquisition is spend ÷ conversions. Filter to your custom label and compare — at similar spend levels, or the comparison isn’t meaningful.
Are enriched products getting more impressions?
Filter the Paid Media report to your custom label and compare impressions. Ad placement and position aren’t available in the report.
Which campaigns or product groups benefited most?
Use the campaign and ad-group filters, group by custom label, and rank by revenue or ROAS. You can drill down to individual products for per-SKU cost, ROAS, campaign, and ad group.
How does my ROAS compare before vs. after?
Filter Paid Media to your custom label and compare ROAS before against after — or between your enriched and non-enriched cohorts.
Good to know
- Tagging is required, not automatic. No UTM tags on your feed URLs and no Merchant Center custom labels means Analytics can’t identify your enriched products at all.
- Traffic and Paid Media are separate reports. Filter each independently.
- Outside factors affect the whole catalog. Cohort comparisons help control for it.
- Switching or disconnecting your Google Ads account after setup can leave gaps or mixed data. Comparisons spanning that change can mislead — contact support if you need help sorting it out.
Need a hand? Ask the Feedonomics Companion in plain language, or contact support.