Google says Performance Max ‘intentionally’ doesn’t show channel-specific KPIs

March 01, 2024

Google confirmed that it deliberately withholds channel-specific KPIs for Performance Max campaigns because it could be “misleading.”Some advertisers suspect Google is not being fully transparent about PMax campaign performance data because doing so would impact its ability to push automation. When an advertisers asked why Google doesn’t offer channel-level reporting for PMax campaigns in the Google Ads Help Center, a spokesperson replied:“It intentionally doesn’t show channel-specific KPIs because looking at aggregate ROAS or CPA for a single channel within Performance Max can actually be misleading and doesn’t accurately represent the value of a given channel.”“One channel may seem better than another with stronger ROI on average. However, this doesn’t account for the marginal cost of the next conversion on that channel. And since Google’s products are designed to benefit Google rather than advertisers, many would feel more comfortable having insights to ensure that decisions about their campaign performance prioritize their brands rather than Google. Read the full Google Ads Help Center Q&A for more information.

The source of this news is from Search Engine Land