More insights with new PMax update

Google’s rolling out new reporting tools that break down how each channel contributes to your PMax campaign. If you’ve ever felt like PMax is a black box, this update is a step in the right direction.

However, there is always a “however”.

 

What’s new in this PMax update?

Channel-level reporting

You’ll now be able to see exactly how Search, YouTube, Display, Discover, Gmail, Maps, and partner sites are performing inside your PMax campaigns. Real data, not guesses.

I think we will not be needing any scripts, which in my opinion, is pain in the ass.

 

This is how it will look in your account.

 

 

And then you have a table with more insights per channel:

 

Let’s explore what we see here.

1. It’s great to see what networks drive traffic; we used to have a script for that. I love the more detailed channel breakdown, where you see how many conversions each of them drove.
2. I would like to be able to exclude a network if it does not perform. We can exclude keywords, we can exclude placements, but it’s not as convenient as it can be.
3. And then there is bidding options per channel. That would be awesome, but I guess next time.

Overall, it’s a great step towards the right direction – giving us more insights. But it does look more visual than it is useful. Fingers crossed.

 

Full search terms

Keyword-level visibility is coming to PMax — just like you’re used to in Search and Shopping. No more blind spots.

Now this is great. We now have search categories, and then we have to go deeper to uncover useless searches. If it is like search campaigns, we will regain full control again. Great.

If they add negative keyword lists, then it’s going to be amazing. Search Themes can drive random traffic, and you have to go through search terms. This will make our job a lot easier.

 

Better asset reporting

You’ll now get clicks, impressions, and cost data for your creative assets. Great for figuring out which headlines, images, and videos are actually pulling their weight.

 

 

Since Performance Max is quite heavy on the creatives, it’s great that we will be able to see how each of them impacts conversions. I don’t see video performance, but I hope it just did not make it in the screenshot.

But it will be interesting to see how they report video performance, as some metrics are different. For example, video campaigns have “watched to” percentages that help understand where people drop off. That’s very important in understanding how video is performing.

 

 

Why it matters

Advertisers have been asking for this forever. These changes won’t magically make PMax perfect, but they do give you more control, more insight, and better decision-making power.

• A new Channel Performance page gives visual breakdowns by channel — clicks, conversions, cost, placements.
• There’s also a downloadable distribution table for offline analysis.
• New diagnostic tools flag missed opportunities — like store locations not syncing with Maps or bad landing pages hurting Search.

I think eventually they will open up PMax to even more insights. Especially, since recently a lot of e-commerce stores have been moving back to Shopping.

 

Google’s still pushing the idea that total performance matters more than per-channel ROI — because the algorithm shifts spend based on where it sees conversions. So don’t get tunnel vision chasing individual channel numbers.

But at the same time, averages hide a lot of insights that might be more beneficial to Google than to us.

The channel reporting update will enter open beta in a few weeks. Full rollout details should drop at Google Marketing Live on May 21. Also coming: more advanced asset reporting in both Search and Display campaigns.