Performance Max: New Channel Reporting

New Reporting in Performance Max

New reporting is coming to Performance Max, providing insights into your channel performance, Search terms, and assets. Performance Max harnesses Google’s channels and AI in one campaign. It is used by over one million advertisers.

Channel-level reporting in Performance Max is being introduced, along with full search terms reporting and more detailed asset reporting that shows you all the metrics for individual assets. 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.

Channel Performance Reporting

Channel performance reporting helps you understand how your Performance Max campaign delivers results across Google’s channels and inventory. On the new “Channel performance” page, there is a campaign-level performance summary and a data visualization to help you see which channels you’re using to engage customers and how they contribute to your conversion goals.
You can explore specific channels to understand their role in driving performance and identify potential improvements. For example, a home and garden retailer might see strong performance on YouTube and invest in more video assets.

Other helpful reports will also be available on the Channel performance page. For example, there will be a link to placement reports for Display and YouTube results. You’ll get key format level breakdowns across channels, especially for 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 on YouTube.
A home and garden business might find that their ads with product data aren’t showing up as much month-over-month, and decide to 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, including Shopping ads using product data on Search.

The channel distribution table offers a granular view of your Performance Max results, including clicks, conversions, cost and more. This table data is downloadable. You’ll also get key format-level breakdowns, including ads using product data. Download this data and share it.

Diagnostics will show you potential issues you can troubleshoot on different 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 relevant enough. They could then activate the final URL expansion feature and use Google AI to choose landing pages that are a better match for user intent.

It's important to balance looking at your overall Performance Max results with digging into specific channel performance. Performance Max focuses on your main conversion goals, and looks across all channels to find the most valuable conversions that maximize your total campaign return in real time.

Search Terms and Asset Reporting

Search terms reporting is rolling out, in addition to existing search 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 for your highest-performing search terms. If you discover search terms that aren’t a good fit for your business, apply campaign-level negative keywords or brand exclusions, while monitoring your performance.

Asset-level reporting shows you which assets drive the most conversions for your business. We’re adding impressions, clicks and cost 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. New metrics are being added to asset reporting like clicks, cost, impressions, conversion value/cost, and average CPC.