In a world of rising acquisition costs and AI-powered campaigns, understanding how each product contributes to performance isn’t just helpful, it’s essential.
Product Performance Management (PPM) is a strategic approach that helps eCommerce brands make product-level decisions that drive scalable, profitable growth.
360 OM’s data-driven approach to Product Performance Management helps unlock the full potential of your product portfolio so each SKU contributes to your bottom line. Here’s everything you need to know.
What is Product Performance Management?
Product Performance Management (PPM) is the practice of tracking, analysing, and acting on product-level data to drive profitable growth. For e-commerce brands and retailers managing hundreds or thousands of SKUs, it’s the difference between scaling smart and wasting budget.
PPM helps you understand not just what is selling, but why, and whether it’s truly profitable.
Why Does Product Performance Matter?
Not all products are created equal.
Some products drive high-margin revenue. Others attract first-time customers. A few burn through ad budget with little to show for it.
Yet many advertisers treat all SKUs equally—bidding the same, showing everything, and hoping for volume. The result? Budget gets spread too thin across underperformers, and true growth drivers go under-supported.
Product Performance Management helps brands:
- Identify best-selling or high-margin products
- Exclude low-performing SKUs from campaigns
- Allocate budget to high-ROAS and high-contribution items
- Make decisions based on profit, not just revenue
What Data Should You Track?
Effective PPM relies on unified, cross-platform data. You need a consolidated view of:
1. Advertising Platforms
- Google Ads, Meta Ads: ROAS, CTR, cost per conversion
- Campaign structure and SKU-level reporting
2. Analytics Platforms (GA4, etc.)
- Sessions per SKU
- Bounce rate, conversion rate
- Revenue per product
3. E-commerce Platform Data (Shopify, Magento, etc.)
- Product cost (COGS)
- Gross margin
- Stock levels and availability
4. Returns and Post-Purchase Metrics
- Return rate per SKU
- Net margin after returns
- Customer satisfaction by product
Bringing all this data together gives you a complete picture of each SKU’s contribution to business health, not just sales volume.
Together, these signals help determine not just what’s selling, but what’s working for the business.
How We Help You At 360 OM
At 360 OM, we help multi-brand retailers manage product performance at scale. We start with SKU-level analysis to spot top performers and underachievers, then apply feed optimisation to improve visibility across platforms.
Our approach includes dynamic budget allocation to maximise ROI and integrated data from Google Ads, GA4, and Shopify to inform smarter decisions.
How to Implement PPM in Google Ads (and Performance Max)
Platforms like Performance Max automate targeting and delivery, but you can still control what products get shown:
Here’s how.
- Apply custom labels: Tag products based on margin, lifecycle stage, or performance.
- Segment campaigns: Group top performers into dedicated “growth” campaigns.
- Exclude poor performers: Remove low-ROAS, low-margin products from ad groups.
- Optimise asset groups: Tailor creatives based on product attributes and KPIs.
PPM ensures your automation is smart, not blind. It gives structure and strategic intent to machine-driven delivery.
Who Should Use Product Performance Management?
PPM is ideal for:
- Retailers with large SKU catalogs: Maintain profitability at scale.
- DTC brands: Focus on hero products and manage margins tightly.
- Performance marketing teams: Make smarter, SKU-level bidding and creative decisions.
- CMOs and marketing leaders: Align media spend with business goals.
Whether you manage a global catalog or a handful of key products, PPM helps align your marketing investment with real business outcomes.
How To Overcome PPM Challenges
Implementing PPM isn’t without hurdles, but each one has a solution:
❌ Challenge: You lack visibility into true product performance.
✔️ Solution: Integrate marketing, sales, and margin data for a full-funnel view.
❌ Challenge: Ad platforms choose which products to push.
✔️ Solution: Use custom labels, exclusions, and campaign segmentation to regain control.
❌ Challenge: You need real-time agility.
✔️ Solution: Automate SKU-level promotion updates based on real-time data.
One Platform, Infinite Possibilities
PPM isn’t just about reporting—it’s about action.
Marketing Automation
- Define what “profitable” means to your business.
- Automatically promote the right products based on performance thresholds.
Creative Automation
- Design templates that auto-fill with dynamic product images, pricing, and branding.
- Adapt promotions in real-time without constant manual creative updates.
Commercial Strategy
- Align inventory, pricing, and promotions with ad performance.
- Ensure that operational decisions support marketing efficiency.
PPM is Not Optional, It’s Foundational
As platforms evolve toward greater automation, your edge lies in what you can control: product-level insights. Product Performance Management ensures you're not just spending more, but spending smarter.
For retailers serious about scaling profitably, it’s not optional. It’s foundational.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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