Performance Max: Channel Performance Reporting

Performance Max Updates

New reporting is coming to Performance Max, offering insights into channel performance, search terms, and assets. Performance Max uses Google’s channels and AI in one campaign. Over one million advertisers now use it.

In 2024, over 90 quality improvements in Performance Max increased conversions and conversion value by over 10% for advertisers. New features are being built to give more visibility and ways to optimize campaigns. New channel-level reporting in Performance Max is being introduced. Full search terms reporting and more detailed asset reporting that shows all the metrics for individual assets are being added. The open beta for channel performance reporting will start in a few weeks. Tune in to Google Marketing Live on May 21 to get more details on how to join!

Channel Performance Reporting

Channel performance reporting helps you see how your Performance Max campaign delivers results across Google’s range of channels and inventory. On the new “Channel performance” page, a campaign-level performance summary and a new data visualization helps you see which channels you’re engaging customers on and how they contribute to your conversion goals. You can explore specific channels to understand how they drive performance and to find potential improvements.

For example, a home and garden retailer might see that they’re performing well on YouTube and invest in additional video assets to drive more conversions. Other helpful reports will also appear on the Channel performance page. Placement reports will further explore Display and YouTube results. You can see how your channels perform against your conversion goals. Click into a channel to learn more and improve your performance. You’ll also get format level breakdowns across channels — when it comes to video and ads with product feeds.

If you’re a retailer, ads using product data can include Shopping ads for Search, dynamic remarketing ads for Display, and video ads that showcase your products on YouTube. Going back to the home and garden business, they might find that their ads with product data aren’t showing up as much month-over-month, and focus on improving the imagery in their product feed. Use format-level breakdowns to see how video ads or ads with product feeds have performed and contributed to your goals, including a breakdown of Shopping ads using product data on Search.

Further down the page, the channel distribution table delivers a granular view of your Performance Max results, including clicks, conversions, cost and more. This table data is downloadable. Dive deeper into your channel performance with a granular view of metrics for all your channels including Search, YouTube, Discover, Gmail, Display Network, Search partners and Maps in the channel distribution table. You’ll also get format-level breakdowns, including a breakdown of ads using product data. Download this data and share it with ease.

To find more ways to improve your performance, diagnostics will surface potential issues on specific channels. For example, the home and garden business might find that they’re not serving on Maps due to missing store locations, or that they’re limited on Search because their landing pages aren’t as relevant to consumer search queries as they could be. As a result, they could activate thefinal URL expansionfeature and use Google AI to choose landing pages that are a better match for user intent. Diagnostics will show you potential issues you can troubleshoot on different channels.

It's key to balance looking at your overall Performance Max results with digging into specific channel performance. Performance Max focuses on your main conversion goals, constantly looking across all channels to find the most valuable conversions that maximize your total campaign return in real time. People aren’t tied to a single channel as they search, shop, scroll and stream. And the “best” channel for a customer in one context may not be the best channel in another context.

Additional Reporting

Search terms reportingis rolling out now, on top of existingsearch terms insights. You’ll get the same granularity of Search reporting you do for Search and Standard Shopping campaigns, right in Performance Max. Use this information to create new text assets geared towards your highest-performing search terms. If you discover any search terms that aren’t a good fit for your business, apply campaign-levelnegative keywordsorbrand exclusionsas needed, while keeping an eye on your performance to make sure you’re not limiting your reach.

Asset-level reporting shows you which assets are driving the most conversions for your business. Impressions, clicks and cost are now being added so you can see a wider range of metrics, and expanding this reporting beyond Performance Max to Search and Display campaigns. Use this data to understand which asset types and themes drive the most impact so you can prioritize what to build next and maximize your variety andAd Strength. New metrics are being added to asset reporting like clicks, cost, impressions, conversion value/cost, average CPC, and more.