Google testing channel reporting for Performance Max campaigns

Google appears to be testing channel reporting functionality for Performance Max campaigns, potentially addressing a major advertiser criticism of the automated campaign type.

Driving the news:

• Documentation about Channel reporting coming to Performance Max was reported by Kirk Williams, Founder of Zato, with Google Search Lead Tetsuo Konno tagged in the reference on X.
• A screenshot from the Google Think event in Amsterdam was shared by Arjan Schoorl showing apparent channel breakdowns on LinkedIn:

• Christopher Bell, Head of PPC at Kelkoo, claims a large advertiser account has already received access to the feature.

Why we care. Since launching in 2021, Performance Max has faced sustained criticism for its “black box” approach that consolidates multiple Google channels without providing advertisers visibility into channel-specific performance. If Google provides insight into how budgets are distributed across its various channels this could enable better optimization and accountability.

Between the lines. Google Ads Liaison Ginny Marvin has been asked about the feature but has not yet responded, suggesting the company may not be ready to announce the functionality broadly.

What they’re saying. “I think Google is just testing the water to reassure customers when concerns are raised regarding high none-Shopping Traffic,” Bell said, indicating the feature may be designed to address advertiser transparency concerns.

What we’re watching. If implemented widely, channel reporting would mark a significant shift in Google’s approach to Performance Max, potentially giving advertisers greater insight into how their budgets are being allocated across Search, Display, YouTube, Gmail, and other Google properties.