Google’s Merchant Center opened a pilot last week that shows retailers what shopping-related questions people ask AI Mode and AI Overviews about.
Brodie Clark, an independent SEO consultant who got access on a client sub-account, published screenshots and called it the first Google product to give query data for these surfaces
The query data is new, and it’s useful if you run a product feed. But it’s important to know Google groups the questions rather than listing them individually. So what you get in the report are the vocabulary of a category instead of the queries themselves.
That’s enough query data to tell you which attributes to add to your product listings, but it won’t tell you whether AI Mode sent anyone to your site.
What Shipped
The report is called AI performance insights, and Google’s help documentation describes it as showing how a brand is discovered across AI Mode and AI Overviews. If you have access, you’ll find it in Merchant Center under Analytics, then Products, then the AI performance tab.
Google announced the reporting at Google Marketing Live in May, roughly seven weeks before the pilot opened.
What It Tells You
The report sorts shopping questions by query type, using Google’s examplesof searching by category, researching product specs, or looking for reviews. Query frequency shows how popular a given type has been.
Phase of shopping journey groups the questions by how far along the shopper is. Product terms are the words shoppers reach for when they describe what they want, with Google’s documentation giving “maximum cushioning” and “arch support” as examples. Share of voice compares your AI impressions against your competitors’.
Google’s documentation is clear about what to do with all this:
- Click through to all product terms and work the relevant concepts into product titles and descriptions.
- Check the popular attributes against what’s missing from your product data.
The second point is the most actionable detail in the report. Attribute completeness has long been a common challenge, and now you can close the gap with a clear demand signal from Google’s AI surfaces. If shoppers in your category are frequently asking about a feature your feed doesn’t have, that’s an easy fix.
What The Metrics Actually Are
None of the metrics in Merchant Center’s AI Performance insights show you a real question anyone typed.
You understand the shape of the demand, rather than the demand itself. That’s why the product terms serve well as input feeds but aren’t suitable as a keyword list.
Share of voice should be viewed in a similar way. Google calculates it as your AI impressions divided by total impressions across you and your competitors, and you can’t change that competitor set, because it’s defined by the competitors already available in Merchant Center. It can also produce numbers that look like performance and aren’t. If you lack sufficient impressions, share of voice displays…
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