Google expands Performance Max product reporting across all networks

Google broadened Performance Max product-level reporting to see information from each eligible networks, giving advertisers a much complete position of run performance—but besides causing a one-time jump successful cardinal metrics for galore accounts.

What’s happening. As of June 15th, Google updated merchandise reporting for Performance Max campaigns truthful metrics are nary longer constricted to Search web activity.

The updated reports now see merchandise capacity information across:

• All Performance Max networks
• Video campaigns
• App campaigns
• Demand Gen campaigns (where applicable done Google Merchant Center)

Previously, metrics specified arsenic costs and conversions reflected only products served connected Search networks and Standard Shopping campaigns.

Why we care. Advertisers whitethorn announcement abrupt increases successful impressions, clicks and different metrics, moreover if run capacity hasn’t really changed. The displacement reflects a broader reporting scope alternatively than improved results.

Between the lines. The update addresses a long-standing reporting limitation by giving advertisers a much broad position of really products execute crossed Google’s inventory. At the aforesaid time, it complicates humanities comparisons, arsenic pre- and post-update reports aren’t straight comparable.

What advertisers should do: When analysing Performance Max data:

• Use the Network (with hunt partners) select to break down wherever activity is coming from.
• Add discourse to month-over-month reports, arsenic reporting changes—not run performance—may explicate abrupt spikes.

The bottommost line. Google’s expanded Performance Max reporting offers a much complete image of merchandise capacity crossed its advertizing ecosystem, but advertisers should dainty caller reporting increases arsenic a measurement alteration alternatively than a capacity improvement.

First spotted. The update was highlighted by Google Ads master Bia Camargo, who shared Google’s announcement and warned advertisers to hole clients for reporting changes that whitethorn look for illustration capacity gains but are really the consequence of expanded measurement.