New asset segmentation and a beta channel report. Visualization of results on a surface-by-surface basis is being added to Google Ads Performance Max reporting.
Google is providing you with better insights into where Performance Max is performing.
The next batch of reporting updates will introduce asset reporting segmentation and further implement a channel performance report that subdivides the individual contribution of each Google surface to your objectives.
What’s New
Devices, time, conversions, and networks have segmented asset reporting. It is therefore easier to view the performance of creatives based on placements.
Another addition to the Google asset group report is the Network (with search partners) view. Such a perspective follows personal resources on YouTube, Display, Search, Discover, Gmail and Maps.
Google made some pragmatic adjustments to the channel performance report, specifically regarding weekly reviews. They include account-level bulk downloads, visualization, table columns with an ROI-like style, and the ability to filter results by conversion action and ad event type.
Problems like limited serving, which restricts bid targets, are now identified.
How To Read the Data
Two pitfalls are identified in the help doc of Google.
First, asset metrics can be confusing since each asset tracks its own impressions, clicks, and costs. As a result, the sums in the asset table could be greater than the sums of the campaign or asset group as a whole.
Second, the asset-level ratios, including CTR, CPC, CPA, and ROAS, are not precise, as they represent combined data from assets presented in groups rather than individual assets. According to Google, it is suggested to calculate performance on an asset group or campaign level rather than using Ad Strength to diversify your creatives, and then swap.
Additionally, please note that in the channel performance report, ‘Results’ refers to the number of primary conversions (by goal). In contrast, ‘Conversions’ represents the number of secondary actions being tracked, which may result in variations in the data displayed in the columns.
How It Helps
To start with, it is a good idea to review your channel report to understand which surfaces are helping you reach your key objectives. Next, re-review any budget changes at the campaign or goal level.
The new asset segmentation feature enables you to quickly identify coverage gaps between different networks or devices and ensure your formats are up to date, guaranteeing visibility.
If diagnostics indicate that you are limited in your ability to serve, it is advisable to address all issues before evaluating your creative work.
Availability
The channel performance report is currently in beta stage and will be made available to all advertisers simultaneously.
It is located under Campaigns, Insights, and Reports Channel Performance.
