Channel performance reporting helps you understand how your Performance Max campaign is delivering results across Google’s full range of channels and inventory. On the channel performance page, you’ll find a campaign-level performance summary along with data visualization to help you determine which channels you’re engaging customers on and how they’re contributing to your conversion goals.
On this page
- Benefits of channel performance reporting for Performance Max
- Navigate the channel performance report
- Segments and metrics
- Frequently asked questions
Benefits of channel performance reporting for Performance Max
The channel performance report offers the following key benefits:- Understand how your Performance Max campaign is performing across all of Google's channels and inventory, and clearly see how each channel contributes to your overall conversion goals.
- Drill down into specific channels and ad formats, including video and ads with product feeds, to pinpoint opportunities for improvement.
- Utilize diagnostics that surface potential issues on different channels, enabling you to quickly identify problem areas and prioritize your efforts.
Navigate the channel performance report
Access your channel performance report
- Go to Campaigns
within the Campaignsmenu
.
- Select the Insights and reportsdrop down in the section menu.
- Select channel performance.
You can select Downloadon the table toolbar to download any information found on the channel distribution table.
on the table toolbar to add a segment, such as “Ads using product data”, to your channel distribution table. If you need to add more than one segment, you can select Downloadand then More optionsand add multiple segments to your report download.The channel performance report has 3 sections: Performance summary, Channels-to-Goals chart, and channel distribution table.
Performance summary- Actual ROAS or CPA: The actual ROAS or CPA of your Performance Max campaign during the selected time period
- Average target ROAS and CPA: Your average target ROAS or CPA during the selected time period
- Interactions: Total clicks and engagements of the campaign
- Conversions: The number of conversions attributed to the campaign
- Conv. value: The total value of the conversions attributed to the campaign
- Cost: The cost of the campaign
The Channels-to-Goals chart shows how Performance Max uses various channels to help your goals. You’ll see key performance metrics gathered by each channel. These metrics can help you understand how each channel contributes towards your campaign goals based on inputs including your campaign objectives, targets, and specified budget.
There are three dropdowns at the top of the report that allow you to further customize your view:
- Channel: Filter for a specific channel or all channels
- Format: Filter for “Ads using product data”, “Ads using video”, or “All ads”
- Conversions: Filter for “Conversions” or “Results”
- Filtering for "Conversions" shows the conversions your campaign is optimized for.
- "Results" shows conversions for all of your goals, including those you aren’t optimizing for in your campaign.
The channel distribution table provides you with the most detailed information. The columns in this table include all of the available metrics .
To slice data by additional segments
, select the Segment
The status column provides diagnostics that surface potential issues on specific channels so you know where to prioritize your efforts.
| Status | Meaning |
| Not eligible | The channel can't show ads. |
| Eligible (Limited) | Issues are present that are limiting where and when ads can show. |
| Eligible | The channel has no issues. |
Below are some of the diagnostics you may see if we detect issues that are limiting your campaign’s performance on a particular channel.
Asset group policy issues
- Asset groups are disapproved
- Asset groups are limited by policy
Product feed issues
- Invalid or inactive Merchant Center account
- Campaign has no products
- Some products aren't approved in Merchant Center
- All products are paused
- Merchant Center account is suspended / at risk of suspension
- Products are missing GTIN (Global Trade Item Number)
- Missing product group / listing group
- Excluded product or listing group
- Products out of stock
- Campaign has a call goal but call asset is missing or disapproved
- Campaign has a lead form goal but lead form assets are missing or disapproved
- Channel requires a location asset to show ads (Maps)
- Final URL expansion isn't enabled
Missing video assets
- The campaign is missing a video asset
The channel has not shown ads recently and the campaign is limited by budget .
In this scenario, you may see the following message: “This channel isn't showing ads because the budget is being prioritized for conversions on more efficient channels”
- The channel isn't showing ads due to being limited by budget .
Segments and metrics
Note: You can view any date range after June 6, 2025 using the date picker.
Segments
The channel where an ad was served, including:
- Search
- Google Display Network
- YouTube
- Discover
- Maps
- Gmail
Learn more about how Performance Max channels are defined .
Metrics
You can review the following metrics in your report:
- Impressions: The number of times your ad was shown on a specific channel
- Clicks: The total clicks received from a channel
- Interactions: A combination of total number of clicks and engagements on your ads from a channel.
- Conversions: The total number of conversions from a channel
- Conversion value: The total value of the conversions from a channel
- Cost: The cost of ads running for a channel
- Results: The number of conversions you've received from the primary conversion actions in each of the goals in your account for a specific channel. Learn more About Results Reporting .
- Results value: The conversion value you've received for the primary conversion actions in each of the goals in your account for a specific channel. Learn more About Results Value .
Frequently asked questions
Refer to Troubleshoot the Performance Max channel performance report for help with specific performance concerns.
Does the report support attribution modeling for conversion actions?Check the status column in your channel distribution table to understand if there are any issues preventing a channel from showing ads. If not, this likely indicates that Performance Max is simply bidding on channels that provide a higher return-on-investment (ROI) at that moment. Performance Max aims to maximize performance across channels by bidding on the inventory that’s predicted to deliver the most cost-efficient, highest ROI conversions in real time. This means spending on the channels that are expected to drive the best results for your particular goals and targets within your specified budget.
If you’d like additional guidance on how to take action on your channel performance report, refer to our guide on how to Troubleshoot the Performance Max channel performance report .
Performance Max campaigns have many brand suitability features at the account-level to ensure that your ads are served to the right users for your business, while maximizing performance. Learn more about How to use brand suitability features in Performance Max .
To reduce Performance Max serving on a channel you don't think fits your brand, you can use negative keywords and placement exclusions. Negative keywords can prevent ads from serving and negatively impact a campaign's performance. Placement exclusions can prevent ads from serving on specific websites, apps, or YouTube channels.
Finally, if you’re concerned about invalid traffic and you’re a lead gen advertiser or your campaigns are optimizing toward a shallow conversion it’s important to ensure a strong measurement foundation in order to drive quality traffic. Please refer to this article for best practices on generating high-quality leads .
No, all offline conversions driven to each store will be summed in the “Total conversion” column.
Image assets can be used in channels besides Display such as in the Discover feed, YouTube image ads, or as image extensions in Search.
Results Reporting highlights and explains the value and results your campaigns are delivering for the goals set up in your account. It surfaces the full value of your campaigns performance, illustrating the quantity of conversions driven across each conversion goal category such as Purchase.
In the table view, you can segment by “ads using product data”. This will help you to find where ads that are pulling data from your Google Merchant Center feed are surfacing. You can see this breakdown by channel.
