Google Ads has added two new reporting metrics to some accounts: product clicks and non-product clicks. Product clicks count a searcher who clicked directly on a product shown inside an ad and landed on that product’s page. Non-product clicks count everyone else, clicks on the store name, headline, or “Visit site” call to action, according to Search Engine Roundtable.
The distinction matters because a single blended click-through rate has always hidden whether shoppers were engaging with the merchandise or with the ad’s surrounding elements. Splitting the two gives advertisers a clearer read on creative performance across Shopping and Performance Max campaigns, separating genuine product interest from broader brand engagement.
Digital marketer Yash Mandlesha first spotted the change and posted screenshots on LinkedIn. Search Engine Roundtable’s Barry Schwartz reported the metrics are appearing in some reports, not as a confirmed general rollout.
Advertisers running Shopping or Performance Max should check whether these fields have reached their account before rebuilding creative-performance reports around them.
Barry Schwartz reported this for Search Engine Roundtable on Tuesday, July 28, 2026.
