Performance Max: New Channel Reporting & Search Terms Data

Google Ads Enhances Performance Max with Powerful Reporting

Google has launched significant updates to Performance Max campaigns, providing advertisers with much-needed visibility into performance across different Google surfaces.

These enhancements include channel-level reporting, full search terms data, and expanded asset performance metrics, empowering marketers to better understand, evaluate, and optimize their campaigns.

Channel-Level Reporting Unveiled

For the first time, advertisers can view Performance Max results by channel: Search, YouTube, Display, Discover, Gmail, Maps, and Search partners. The new "Channel performance" page offers visual breakdowns of performance by surface, campaign-level metrics (clicks, conversions, spend) for each channel, a downloadable data table, and diagnostics to identify opportunities and setup issues.

This granular data allows for strategic budget allocation and creative optimization based on channel performance. For example, if YouTube outperforms other channels, advertisers can prioritize high-impact video creatives.

Full Search Terms Data Arrives

Google Ads now provides full search terms reporting for Performance Max, similar to standard Search and Shopping campaigns. Advertisers can see the actual queries driving performance, identify top-performing search terms, tailor assets, and apply negative keywords or brand exclusions.

This enhanced visibility streamlines workflow efficiency, enabling more accurate keyword refinement and tighter alignment between campaign objectives and user behavior.

While privacy thresholds still apply, the reporting is significantly more detailed. Initially available in the Google Ads UI, API support is expected later.

Granular Asset Metrics Enhance Creative Optimization

Asset reporting now includes impressions, clicks, cost, and conversion value across Performance Max, Search, and Display campaigns. This allows for in-depth evaluation of creative performance. Advertisers can directly compare the effectiveness of different assets (e.g., video vs. image) and optimize accordingly.

Built-in Diagnostics Improve Campaign Performance

New diagnostic tools within the Channel performance page flag potential issues and suggest improvements. For example, if Maps isn't generating traffic, diagnostics might recommend adding a location asset. While channel exclusions aren't yet available, these diagnostics offer valuable insights for informed decision-making.

Why These Performance Max Updates Matter

These updates address the historical challenge of limited visibility within Performance Max. Advertisers now gain channel-level transparency, deeper search intent insights, clearer creative performance metrics, and actionable recommendations. This empowers more effective campaign evaluation and optimization.

These changes represent Google's responsiveness to advertiser feedback, signaling a shift towards hybrid automation where AI handles scale and human strategists leverage robust data. This increased accountability and insight builds trust in automated systems.

More details are expected at Google Marketing Live. These updates mark a new phase for Performance Max, balancing automation with greater control and understanding.