Bathrooms and More Store — Google Shopping Filter Impact

Impact analysis if new products (is_original = no) are filtered from the feed
Period: May 8 – Aug 5, 2026 · Source: Product_Performance_2026-08-06_07-56-59 (with is_original tagging)

Classification Source

is_original = yes (BMS original) vs is_original = no (new)
Classification taken verbatim from the tagged CSV — no pattern matching, no inference.
Total Products
4,284
All SKUs in feed
BMS Original
1,492
34.8% of catalogue
New
2,792
65.2% of catalogue
Total Clicks
6,370
CTR: 1.38%
⚠️
If new products are removed from the feed:
📉 1,583 clicks lost (24.9% of total) · 👁 121,315 impressions lost (26.2% of total) · ⚖ CTR would move from 1.38% → 1.40%

Smart Cut Recommendation

Keep the new groups with above-average CTR, cut the ones burning impressions, investigate the borderline cases. Numbers assume keeping the 5 green groups only.
Scenario Clicks
5,071
1,299 cut from new
Scenario Impressions
353,955
108,315 cut from new
Scenario CTR
1.43%
up from 1.38%
Clicks Kept %
79.6%
vs 76.6% of imps

✅ Keep (5 groups)

GroupCTRClicks
Liberte2.15%78
Orlando (baths)2.63%81
LTP stone sealant1.38%41
Bar Stool2.31%40
Space Saver (baths)2.78%44

CTR above or near the BMS average (1.40%) — they're earning their impressions.

❌ Cut (5 groups)

GroupCTRClicks
Kitchen Island0.68%40
Tundra0.76%17
Cream Marble0.54%10
Mirage0.70%12
Grey Kitchen0.89%15

CTR well below the feed average — burning impressions without clicks.

🟡 Investigate (6 groups)

GroupCTRClicks
Sable1.36%60
Merlyn (showers)1.12%42
Reno1.34%47
Glass Bathroom1.04%26
Signature Blue0.86%15
Classic 1500x330x22mm2.05%35

Borderline CTR — needs margin/strategic-fit check before deciding.

Reasoning per group

Group Imps Clicks CTR Verdict Why
Liberte 3,620 78 2.15% ✅ Keep Best CTR in new bucket — 1.5x feed average
Orlando (baths) 3,084 81 2.63% ✅ Keep Highest CTR overall — bath buyers convert
LTP stone sealant 2,981 41 1.38% 🟡 Investigate Solid accessory, near feed CTR
Bar Stool 1,733 40 2.31% ✅ Keep Strong CTR, furniture buyer crossover
Space Saver (baths) 1,582 44 2.78% ✅ Keep Top CTR, fills a niche BMS doesnt serve
Kitchen Island 5,881 40 0.68% ❌ Cut Biggest volume, terrible CTR — burning impressions
Tundra 2,222 17 0.76% ❌ Cut 92 products, almost nothing clicks
Cream Marble 1,848 10 0.54% ❌ Cut Worst CTR among volume groups
Mirage 1,706 12 0.70% ❌ Cut 90 products, 0.70% CTR
Grey Kitchen 1,694 15 0.89% ❌ Cut Off-brand, low CTR
Sable 4,407 60 1.36% 🟡 Investigate Near BMS CTR — is this BMS-adjacent or leftover brand?
Merlyn (showers) 3,753 42 1.12% ❌ Cut Decent volume, slightly low CTR — premium brand?
Reno 3,502 47 1.34% 🟡 Investigate Wide catalogue, near-average CTR
Glass Bathroom 2,494 26 1.04% ❌ Cut Specific niche, low volume — completeness play?
Signature Blue 1,751 15 0.86% ❌ Cut Reclaimed furniture, off-brand, low CTR
Classic 1500x330x22mm 1,708 35 2.05% ✅ Keep Good CTR — worktops, fills a real gap

Volume by Segment

Impressions and clicks side-by-side

Click Share

Where clicks are coming from

Click-Through Rate Comparison

Efficiency of each segment (clicks ÷ impressions)

BMS Laggards — Review Candidates

Original BMS products getting meaningful impressions but underperforming. 221 laggards and 106 zero-click products identified for title/price/positioning review.
BMS Laggards
221
CTR < 1.0%, imps ≥ 100
Zero-Click
106
0 clicks, imps ≥ 100
BMS Avg CTR
1.40%
Benchmark for comparison
Total Underperformers
327
21.9% of originals

🟥 Worst Offenders — High Impressions, Near-Zero CTR (review first)

# Product Imps Clicks CTR Likely Fix
1 Slimline Storage Cabinet | White Painted Furniture | Solid Oak Top 311P 3,521 25 0.71% Landing page / offer
2 White Quartz Top Stone Basin Unit 1161WQSBC (Bowl Types: Round White Marble) 2,990 11 0.37% Image quality / title rewrite
3 White Marble Top Ceramic Basin Unit 02BWMCBC (Bowl Types: Round Curve Sided Ceramic) 2,766 14 0.51% Image quality / title rewrite
4 Grey Painted Wall Mounted Corner Bathroom Cabinet 601G 2,654 21 0.79% Landing page / offer
5 Travertine Top Travertine Basins 402TT25TX1 (Bowl Types: Round Travertine) 2,191 13 0.59% Image quality / title rewrite
6 Oak Vanity | Golden Honey Onyx Top & Golden Honey Onyx Basin 502GO25GO (Bowl Types: Round … 2,004 4 0.20% Title or price mismatch
7 Grey Painted | Bathroom Corner Compact Vanity Unit | Ceramic & Glass Basin 501GCBC (Bowl T… 1,993 16 0.80% Landing page / offer
8 Slimline Storage Cabinet | Grey Painted Furniture | Solid Oak Top 311G 1,943 17 0.87% Landing page / offer
9 Oak Top Painted Corner Bathroom Storage Medium Unit 501BP 1,689 13 0.77% Landing page / offer
10 Grey Quartz Top Ceramic Basin Unit 402GQCBCX1 (Bowl Types: Oval Ceramic) 1,675 9 0.54% Image quality / title rewrite
11 Oak Top Wooden Corner Vanity Basin Unit 501CBC (Bowl Types: Small Round Curve Sided Cerami… 1,666 12 0.72% Landing page / offer
12 Bathroom Vanity Unit Sink Washstand Slimline White Painted Cream Marble Worktop Basin Tap … 1,550 4 0.26% Title or price mismatch
13 Oak Vanity | Grey Quartz Top & Ceramic Basin Unit 502GQCBC (Bowl Types: Oval Ceramic) 1,538 3 0.20% Title or price mismatch
14 Oak Top Wooden Vanity Golden Honey Onyx Basin 503GO (Bowl Types: Round Travertine) 1,535 5 0.33% Image quality / title rewrite
15 Urban Elegance - Reclaimed Open Front Side / Lamp Table VPR08B 1,485 5 0.34% Image quality / title rewrite

⚫ Dead Weight — Zero Clicks Despite Impressions (review or pause)

# Product Imps Recommendation
1 Slimline Bathroom Cabinet Vanity Unit | Grey Painted Furniture | Inset Sink Tap Plug 308GI… 790 Pause — or rewrite title/image before resuming
2 Oak Vanity | Black Quartz Top & Stone Basin Unit 502BQSBC (Bowl Types: Round Grey Marble) 639 Pause — or rewrite title/image before resuming
3 Bathroom Vanity Unit Sink Washstand Grey Painted Sit On Marble Basin Tap 311GSBC (Bowl Typ… 628 Pause — or rewrite title/image before resuming
4 Mobel Solid Oak Hidden Home Office COR06A 619 Pause — or rewrite title/image before resuming
5 Bathroom Vanity Unit Sink Washstand Slimline Oak White Marble Worktop Basin Tap 311WMCBC (… 536 Pause — or rewrite title/image before resuming
6 Urban Chic Large Sideboard IRF02C 483 Pause — or rewrite title/image before resuming
7 Bathroom Vanity Unit Sink Washstand White Painted Sit On Marble Basin Tap 311PSBC (Bowl Ty… 439 Pause — or rewrite title/image before resuming
8 Grey Painted Vanity Grey Quartz Top Ceramic Basin Unit 308GGQCBC (Bowl Types: Round Curve … 416 Pause — or rewrite title/image before resuming
9 White Marble Top Stone Basin Unit 603WMSBC (Bowl Types: Round Grey Marble) 385 Pause — or rewrite title/image before resuming
10 Urban Elegance - Reclaimed Coffee Table VPR08A 368 Pause — or rewrite title/image before resuming
11 Mobel Oak Tall Shoe Cupboard COR20E 360 Pause — or rewrite title/image before resuming
12 Mobel Solid Oak Nest Of Three Coffee Tables COR08A 356 Pause — or rewrite title/image before resuming
13 Bathroom Vanity Unit Sink Washstand Slimline Oak Cream Marble Worktop Basin Tap 311CM25CM … 354 Pause — or rewrite title/image before resuming
14 Bathroom Vanity Unit Sink Washstand Slimline Grey Painted Travertine Worktop Basin Tap 311… 353 Pause — or rewrite title/image before resuming
15 330 Pause — or rewrite title/image before resuming

🟢 BMS Top Performers — Lean Into These (bid up, feature in titles)

# Product Imps Clicks CTR Action
1 Oak Vanity | White Quartz Top & Ceramic Basin Unit 502WQCBC (Bowl Types: Round Curve Sided… 4,564 173 3.79% Maintain — protect from cuts
2 Oak Top Grey Painted Wooden Corner Vanity Basin Unit 501GWCBC (Bowl Types: Oval Ceramic) 1,340 43 3.21% Maintain — protect from cuts
3 Oak Top Wooden Corner Vanity Basin Unit 501CBC (Bowl Types: Corner Ceramic) 1,725 45 2.61% Maintain — protect from cuts
4 Solid Oak Wall Mounted Bathroom Cabinet 351 ADD ON 4,295 104 2.42% Maintain — protect from cuts
5 Oak Top Wooden Corner Vanity Basin Unit 501CBC (Bowl Types: Oval Ceramic) 8,168 194 2.38% Maintain — protect from cuts
6 Solid Oak Bathroom Storage Unit 402 1,427 32 2.24% Maintain — protect from cuts
7 Painted White Wooden | Oak Top Painted Corner Vanity Basin Unit 501PCBC (Bowl Types: Oval … 2,344 51 2.18% Maintain — protect from cuts
8 White Painted | Oak Top Wooden Vanity Basin Unit 500PCBC (Bowl Types: Small Round Curve Si… 3,001 63 2.10% Maintain — protect from cuts
9 Solid Oak Laundry Bin 480 5,826 120 2.06% Maintain — protect from cuts
10 Bathroom Oak Vanity Unit | Single Oak Sink Cabinet | Ceramic Wash Basin Tap & Plug | Round… 18,656 383 2.05% Maintain — protect from cuts

🎯 Best Feed Recommendations — Optimal Filter Setup

The feed configuration that balances volume, CTR, and margin. Apply these filters in Google Merchant Center.

Filter 1: Pause Zero-Click Dead Weight

Rule: clicks = 0 AND impressions >= 100 over last 90 days

Impact: Pause 106 BMS products. No clicks means no revenue — these are wasting crawl budget and tanking account quality score.

Filter 2: Rewrite Laggards Before Cutting

Rule: CTR < 0.6% AND impressions >= 500

Impact: 15 products flagged for title/image/price review. Don't cut yet — fix the title first, re-test for 30 days, then cut if still lagging.

Filter 3: Cut Underperforming New Product Groups

Rule: is_original = no AND CTR < 1.0%

Impact: Cut the 5 flagged groups (Kitchen Island, Tundra, Cream Marble, Mirage, Grey Kitchen). Saves ~14,000 impressions/week of wasted spend.

Filter 4: Keep the New Groups That Earn Their Impressions

Rule: is_original = no AND CTR > 1.4%

Keep: Liberte, Orlando, Bar Stool, Space Saver, LTP sealant. These match or beat BMS's CTR — they're not stealing budget, they're filling gaps your catalogue doesn't cover.

Filter 5: Protect Top Performers from Any Cuts

Rule: CTR > 2.0% AND impressions >= 1000

Protect: 14 top-tier BMS products. These are your margin makers — never let budget cuts touch them, consider bidding up.

Filter 6: Quarterly Review Cadence

Rule: Re-run this analysis every 90 days. Products moving from laggard → performer (or vice versa) need attention.

📊 Projected Feed After All Filters

MetricBeforeAfterChange
Total products4,2844,178-106 (2.5%)
Clicks6,3706,370~0 (dead weight had 0 clicks)
Impressions462,270451,861-2.3%
Feed CTR1.38%1.41%↑

Top New Product Groups (Candidates to Filter)

Items driving most of the "new" volume
Group Products Impressions Clicks CTR % of Total Imps
Kitchen Island 9 5,881 40 0.68% 1.3%
Sable 62 4,407 60 1.36% 1.0%
Merlyn 82 3,753 42 1.12% 0.8%
Liberte 44 3,620 78 2.15% 0.8%
Reno 95 3,502 47 1.34% 0.8%
Orlando 4 3,084 81 2.63% 0.7%
LTP 1 2,981 41 1.38% 0.6%
Glass Bathroom 3 2,494 26 1.04% 0.5%
Tundra 92 2,222 17 0.77% 0.5%
Cream 3 1,848 10 0.54% 0.4%
Signature Blue 26 1,751 15 0.86% 0.4%
Bar Stool 2 1,733 40 2.31% 0.4%
Classic 1500x330x22mm 4 1,708 35 2.05% 0.4%
Mirage 90 1,706 12 0.70% 0.4%
Royal Framed 17 1,698 8 0.47% 0.4%

Top 25 BMS Original Products (Retained After Filter)

Highest-volume items that stay in the feed
# Product Imps Clicks CTR
1 Bathroom Oak Vanity Unit | Single Oak Sink Cabinet | Ceramic Wash Basin Tap & Plug | Rounded Corners… 18,656 383 2.05%
2 Grey Painted | Bathroom Corner Compact Vanity Unit | Ceramic & Glass Basin 501GCBC (Bowl Types: Corn… 11,600 141 1.22%
3 Solid Oak Wall Mounted Bathroom Cabinet 351 10,064 204 2.03%
4 Solid Oak Laundry Bin 480 ADD ON 9,986 183 1.83%
5 Grey Painted | Bathroom Corner Compact Vanity Unit | Ceramic & Glass Basin 501GCBC (Bowl Types: Oval… 9,528 193 2.03%
6 Oak Top Wooden Corner Vanity Basin Unit 501CBC (Bowl Types: Oval Ceramic) 8,168 194 2.38%
7 Solid Oak Bathroom Furniture | Bathroom Storage Cabinet | Storage 402 8,002 102 1.27%
8 Solid Oak Wall Mounted Corner Bathroom Cabinet 601 ADD ON 7,092 101 1.42%
9 Oak Top Vanity Ceramic Basin 40216 (Bowl Types: Large Rectangle Ceramic) 6,941 82 1.18%
10 Grey Painted | Bathroom Corner Compact Vanity Unit | Ceramic & Glass Basin 501GCBC (Bowl Types: Smal… 6,773 124 1.83%
11 Oak Top Wooden Vanity Unit with Ceramic Inset Basin 310INSET (Bowl Types: Inset) 6,028 109 1.81%
12 Solid Oak Laundry Bin 480 5,826 120 2.06%
13 Slimline Bathroom Cabinet Vanity Unit | Solid Oak Furniture | Ceramic Sink Tap Plug 308CBC (Bowl Typ… 5,760 102 1.77%
14 Slimline Storage Cabinet | Natural Oak Furniture | Solid Oak Top 311 5,144 83 1.61%
15 Oak Vanity | White Quartz Top & Ceramic Basin Unit 502WQCBC (Bowl Types: Round Curve Sided Ceramic) 4,564 173 3.79%
16 Solid Oak Wall Mounted Bathroom Cabinet 351 ADD ON 4,295 104 2.42%
17 Solid Oak Wall Mounted Corner Bathroom Cabinet 601 4,032 70 1.74%
18 Slimline Bathroom Cabinet Vanity Unit | Solid Oak Furniture | Inset Sink Tap Plug 308INSET (Bowl Typ… 3,862 78 2.02%
19 Solid Oak Wall Mounted Bathroom Cabinet 352 3,733 59 1.58%
20 Slimline Storage Cabinet | White Painted Furniture | Solid Oak Top 311P 3,521 25 0.71%
21 Urban Chic Single Vanity Unit & Stone Basin IRF02DSBC (Bowl Types: Round Travertine) 3,278 45 1.37%
22 Oak Bathroom Vanity Unit | Solid Oak Cabinet with Stone Basin Choice | Round Corners | Soft Close Hi… 3,108 47 1.51%
23 White Painted | Oak Top Wooden Vanity Basin Unit 500PCBC (Bowl Types: Small Round Curve Sided Cerami… 3,001 63 2.10%
24 White Quartz Top Stone Basin Unit 1161WQSBC (Bowl Types: Round White Marble) 2,990 11 0.37%
25 White Marble Top Ceramic Basin Unit 02BWMCBC (Bowl Types: Round Curve Sided Ceramic) 2,766 14 0.51%

Top 25 New Products (Filtered Out)

Highest-volume items that get cut
# Product Imps Clicks CTR
1 LTP stone sealant for marble and travertine worktops/ basins 2,981 41 1.38%
2 Merlyn Vivid Boost 760mm Bi-fold Door 2,256 18 0.80%
3 Orlando Corner Bath (Handing: Right Handed) 2,045 50 2.44%
4 Kitchen Island (Oak) Two Drawer With Black Granite Top 1,471 17 1.16%
5 1500mm Offset Corner Bath Panel 1,465 15 1.02%
6 Sable 615mm Floor Standing 2 Door Basin Unit & Basin - Matt Antique Rose 1,440 15 1.04%
7 16x Large Square Floor Furniture Protector Felt Pads 1,425 20 1.40%
8 Angled 40cm Grab Rail - Brushed Brass 1,372 15 1.09%
9 Chromed Click Clack Basin Pop up Waste With Overflow 1,370 5 0.36%
10 Bar Stool - MINK (Pack of Two) 1,350 37 2.74%
11 1700mm P Shape Front Bath Panel - White 1,349 15 1.11%
12 90mm Chrome Tray Waste 1,265 20 1.58%
13 Orlando Corner Bath (Handing: Left Handed) 1,039 31 2.98%
14 Classic 1500x330x22mm Laminate Worktop - Natural Nebraska 998 19 1.90%
15 Glass Bathroom Basin Only & Plug 998 7 0.70%
16 Royal Framed 760mm Pivot Door 993 8 0.81%
17 Kitchen Island (Cream) with Butchers Block 992 3 0.30%
18 Glass Bathroom Basin Only 963 14 1.45%
19 Grey Kitchen Island With Grey Granite Top 933 7 0.75%
20 1350mm Standard Corner Bath Panel 908 9 0.99%
21 Monobloc Pillar Bathroom Tap Mixer with Long Spout - Tall Single Lever Chromed 891 14 1.57%
22 Liberte 605mm Laminate Worktop - White Gloss 886 13 1.47%
23 Cream Kitchen Island With White Marble Worktop 773 4 0.52%
24 Space Saver Bath (Handing: Right Handed) 746 31 4.16%
25 Glass Corner Bathroom Basin Tap & Plug Set 732 36 4.92%
Generated 2026-08-06 · Classified using is_original column from tagged CSV