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The average price of the product: the average price of a product when an ad shows or when the ad was competitive in the auction.
reference price difference of products: the percentage difference between the average product price of your product and the price of the reference product.
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product price benchmark: the weighted average click price of a product in all the companies that advertise this product with shopping ads.
Benchmark product price difference: the percentage difference between the average price of the product of your product and the price of the reference product.