A few months ago, Google quietly added a new Analytics tab within the Shipping and Returns section of Google Merchant Center. At the time, the tab was empty, no data, no reports, nothing to work with. But shortly after, data started appearing on specific accounts, and it turns out this feature is far more important than it first appears.
In this article, I’ll show you where to find the new shipping analytics, why some accounts have data while others don’t, and how this information directly impacts your Store Quality Score.
Where to Find Shipping Analytics in Google Merchant Center
Inside Google Merchant Center, navigate to Shipping and Returns and open the Analytics tab. If your account is eligible, you’ll see two new reports:
- Delivery Time Performance: the average number of days it takes for orders to reach your customers
- Shipping Cost Performance: the average cost of shipping per order
In my example account, the data showed an average delivery time of 3.6 days and an average shipping cost of $4.14.
Why You Might Not See Any Data
If you open the Analytics tab and see nothing, don’t worry, your account isn’t broken. The data simply isn’t being submitted to Google.
Here’s how to check: go to Settings, scroll to the bottom, click Access and Services, and then open Apps and Services. In my account, you can see ShipStation listed here. This is the source of the shipping data that Google receives.
To get shipping analytics in your account, you need ShipStation or a similar app that supports submitting shipping data to Google Merchant Center. Without a connected shipping app, Google has no order-level shipping data to work with, and the analytics tab will remain empty.
Why This Data Actually Matters
You might be thinking: “Okay, but it’s just analytics. Why does it matter?”
Here’s the key point, this shipping data contributes to your Store Quality Score. And your Store Quality Score determines whether you earn a store badge, which gives you:
- Better representation on your ads: your listings stand out more in Google Shopping results
- A trust badge on your website: signaling to customers that Google rates your store highly
If you check your Store Quality section in Merchant Center, you’ll see the delivery time and shipping cost information reflected there. In my case, the account holds an exceptional store rating.
Real Data vs. Estimated Shipping Settings
Here’s an important distinction: this analytics data is not based on the shipping pricing you manually configured in your Shipping and Returns settings. It comes directly from ShipStation, meaning it reflects your actual, real-world delivery times and shipping costs.
That makes it far more accurate, and it’s exactly the kind of verified data Google wants when deciding which stores deserve top quality ratings.
How to Connect ShipStation to Google Merchant Center
If you’re running a Shopify store, the setup is straightforward:
- Install the ShipStation app in Shopify
- Connect ShipStation to Google Merchant Center
- The shipping data will then automatically flow into Google Merchant Center
Once connected, Google will begin receiving your order-level shipping data, and the analytics reports will populate over time.