Google Adds AI Search Query Data for Merchants, But Clicks Still Missing

Google has launched a limited pilot in Merchant Center that gives retailers visibility into shopping-related questions users ask in AI Mode and AI Overviews. The new reporting marks the first time Google has provided any query-level data for these AI surfaces, though significant gaps remain.

Independent SEO consultant Brodie Clark, who gained access through a client account, shared screenshots of the feature and noted it represents the first Google product to offer query data for AI-powered search experiences.

What retailers can see

The AI performance insights report, located under Analytics > Products > AI performance tab in Merchant Center, groups shopping questions by type rather than displaying individual query strings. Retailers see query frequency, phase of shopping journey, and product terms—the vocabulary shoppers use when describing what they want.

One actionable metric is attribute completeness. If the report shows shoppers frequently ask about a product feature missing from your feed, you can add that attribute directly. Share of voice compares your AI impressions against competitors already defined in your Merchant Center account.

The report covers only organic AI traffic; paid ads are excluded. Product category filters work one category at a time, and only conversational queries indicating shopping or brand intent are counted.

Why it matters

This pilot arrives as pressure mounts on Google to provide meaningful AI search reporting. The UK's Competition and Markets Authority imposed a conduct requirement last month mandating impressions, click-throughs, and click-through rates for search generative AI features within nine months. Google has now released two limited AI reporting tests in two months—neither includes click data, the metric search professionals most need to measure actual traffic impact.

For merchants with access, the grouped query data offers a demand signal to prioritize product feed improvements. But the absence of clicks means retailers still cannot determine whether AI Mode drives conversions or simply displays their products without sending traffic.

What's still missing

Click data remains unavailable across all Google AI search reporting. Individual query strings are grouped rather than listed separately, limiting keyword research applications. Share of voice calculations use a competitor set merchants cannot edit, potentially producing misleading numbers—a zero can indicate thin impressions, while 100% can mean an empty competitor list.

Sites without product feeds, including affiliate sites and editorial teams publishing buyer guides, receive no query insights at all. Their AI reporting remains limited to impression data in Search Console.

Google began testing dedicated generative AI performance reports in Search Console last month for a subset of UK sites, showing impressions by page, country, device, and date. That test also excluded clicks and query-level metrics.

Limited rollout

The Merchant Center pilot currently covers a limited number of US accounts. Google plans to expand to Australia, Canada, India, and New Zealand in coming months. The company stated in June it would add metrics to Search Console reports over time but provided no timeline or specifics.

Access requires an eligible Merchant Center account, though that alone does not guarantee inclusion. Retailers can check whether an AI performance tab has appeared in their dashboard.

Search Engine Journal first reported these details, with analysis from Brodie Clark and staff writer Matt G. Southern.