Performance Max Reporting in Google Ads

Understanding how to access and use Performance Max channel reporting in Google Ads can provide clearer insights into cross-channel performance and highlight fresh opportunities for optimisation.

For quite some time, advertisers and marketers have been asking Google to give them more visibility into the specific role each channel plays within Performance Max campaigns. Until now, it has often been difficult to understand how different platforms contribute to overall results.

Google has now responded with a step-by-step tutorial introducing its new Performance Max channel reporting tool. This addition offers a greater level of transparency by showing how campaigns perform across a range of channels, including Search, YouTube, Display, Gmail, Discover, and even Google Maps.

With this reporting feature, advertisers can go beyond surface-level results. They are now able to break down performance by both channel and format, giving them the ability to analyse outcomes in more detail and identify where adjustments might be needed.

In practice, this means you can not only measure how each channel contributes to conversions, but also spot areas where your campaigns may need refining or where additional budget could deliver better returns.

Here’s a closer look at where to access this report within Google Ads, along with the ways you can put it to use to strengthen your advertising strategy.

Where to Find Channel Performance Reporting

To view the channel reporting, log in to your Google Ads account.

Then, go to: Campaigns >> Insights & Reports >> Channel Performance.

Once inside, you’ll find three main sections:

A performance summary
A visual breakdown of goals by channel
A detailed channel distribution table

These aren’t just static figures. You can click into each channel to explore deeper reports, such as placements within the Google Display Network or the search terms driving traffic from Search.

Exploring the Reports in Detail

The channel performance area goes beyond a simple overview. It offers several layers of reporting that provide greater context on how your ads perform across Google’s different platforms.

Ad Format Insights

Not every ad type works the same across channels. With this report, you can break down results by format. For example, you can see how video ads are performing on YouTube compared with product ads on Search. This makes it easier to decide whether you should adjust your creative approach or reallocate budget towards formats delivering stronger results.

Product-Based Reporting

For advertisers running Shopping or retail campaigns, this section highlights how ads linked to product feeds are performing. You’ll be able to compare Shopping ads on Search with dynamic remarketing placements on Display, giving ecommerce businesses a clearer view of how products perform across multiple touchpoints.

Channel Distribution Table

The distribution table is one of the most detailed parts of the report. It provides metrics such as impressions, clicks, conversions, cost, and conversion value, all broken down by channel.

The table can be customised to focus on the KPIs most relevant to your campaigns, such as ROAS or CPA. You can also segment results by ad type, like video or product ads, and even download the report to share with your team or clients for easier collaboration.

Status Column and Diagnostics

The built-in status column helps identify potential issues and offers recommendations. For example, it may flag diagnostics if certain ads aren’t being delivered as expected. Reviewing these insights allows you to spot problems early and make improvements before they affect campaign results.

Looking at Cross-Channel vs Single-Channel Performance

One of the key reminders from Google’s tutorial is that focusing only on CPA or ROAS from a single channel doesn’t show the full picture.

Performance Max optimises for marginal ROI by bidding in real time to secure conversions at the lowest possible cost across all channels. Since customers rarely engage with just one channel before converting, this cross-channel perspective provides a much more accurate view of how campaigns deliver results overall.

How Advertisers Can Benefit From Performance Max Channel Reporting

The new reporting feature doesn’t alter how Performance Max operates in the background, but it does provide advertisers with clearer insights.

It allows you to see which channels are delivering the strongest results for your objectives, highlight areas where certain formats or channels may need creative tweaks or budget changes, and present performance data more clearly to stakeholders by showing cross-channel impact.

Google has also confirmed that reporting for the Search Partner Network will be introduced in the future, signalling its commitment to offering more detailed visibility for advertisers.

While Performance Max still functions as an integrated, cross-channel campaign type, this added reporting brings a greater level of transparency. By exploring these reports, advertisers can gain a better understanding of performance across Google’s platforms and make more informed optimisation decisions.