Transparency in Google Ads: How to Properly Utilize Performance Max Channel Reporting

Google Ads is one of the most efficient ways to increase a company's reach and achieve targeted conversions. However, in times of AI and automation, the way campaigns are managed and evaluated is also changing. With the introduction of Performance Max campaigns, Google has created a new approach: all channels, from Search to YouTube to Shopping, are bundled into a single, fully automated campaign. This promises maximum efficiency, but at the same time makes it more difficult to trace through which channels the conversions are actually generated. 

For a long time, it was unclear which channel contributed what to the campaign's performance. Those who needed this information had to resort to technical scripts and complex workarounds - an effort that overwhelmed many teams. With the new Channel Performance Reporting, this changes fundamentally, allowing results to be evaluated per channel. In this article, we'll show you how to make the most of the new reporting, which best practices have already proven themselves, and how to make better decisions with more transparency. As an experienced Google Ads agency, we provide you with practical tips directly from everyday life at internetwarriors.

 The Essentials in Brief 

• Performance Max bundles all Google channels into one campaign. The Channel Reporting now provides the necessary transparency.

• You can see how Search, Display, YouTube, Discover, Maps, and Gmail perform individually. 

• The reports can be segmented by ad format, status, or targets like CPA or ROAS. 

• The new reporting allows you to identify optimization potentials more quickly and control them more precisely.

•  The status section helps with technical issues and offers recommendations for action. 

What Exactly Is a Performance Max Campaign? 

The Performance Max campaign, or PMax for short, is an automated campaign format in Google Ads available since 2021. It allows ads to be played simultaneously across multiple Google channels such as Search, Display, YouTube, Gmail, Discover, and Shopping, all in a single campaign. Unlike traditional campaigns, PMax relies on Google AI for ad delivery and optimization. Based on goals such as conversions or revenue, the system independently decides which ad to show to which user on which channel. For advertisers, this means less manual control and more focus on high-quality assets and strategic goal setting. With the new Channel Performance Reporting, it is now finally visible which channel contributes what to the overall performance, and this is an important step toward more transparency and control. Why Transparency in a PMax is so Important Performance Max campaigns offer many advantages: They bundle all Google channels into a single campaign, use AI for automated delivery, and promise maximum efficiency. However, this very automation brings a central challenge: a lack of transparency. It was long unclear through which channel a conversion actually occurred. This was a problem for anyone wanting to optimize their campaigns based on data. Without channel-specific insights, it is difficult to make informed decisions: Should more budget flow into YouTube or Search? Do video ads work better than text ads? Which audiences perform on which platforms? The answers to these questions are crucial for effective campaign management, and this is where the new Channel Performance Reporting comes in. It provides the necessary transparency to evaluate the performance of individual channels, identify optimization potentials, and strategically manage budgets. For agencies like internetwarriors, this is an important step to not only deliver results to clients but also develop transparent strategies. How to Find Channel Reporting in Your Google Ads Account The new Channel Performance Reporting for Performance Max is currently still in beta. This means that the feature is being rolled out gradually and may not be immediately available in every Google Ads account. The scope of the displayed data can also vary depending on the account, ranging from basic channel metrics to detailed conversion insights. If your account is already enabled, you can find the reporting directly in the Google Ads interface under: Campaign Overview → Select Performance Max Campaign → Insights → Channel Performance 

There, you will receive a detailed breakdown of important metrics such as impressions, clicks, conversions, costs, and ROAS. The view can be filtered by time period, device, or conversion goal, providing a valuable basis for data-driven optimizations. 

What Exactly Does the Channel Reporting Show You? 

The Channel Performance Reporting provides a structured overview of the performance of individual channels within a Performance Max campaign. It shows how the campaign is distributed across platforms like Search, Display, YouTube, Gmail, Discover, and Shopping, and what each channel's share of the achieved conversions is. This transparency allows an informed evaluation of budget distribution, identifies underperforming channels, and assists in prioritizing future investments. 

Additionally, the reporting offers extensive segmentation and filtering options. The data can be analyzed by key metrics such as Cost per Acquisition (CPA), Return on Ad Spend (ROAS), or Click-Through Rate (CTR). This provides a comprehensive view of the campaign's performance, both cross-channel and data-driven in a strategically usable way. 

What Can Be Learned from the Data 

The Channel Performance Reporting delivers far more than just numbers. It opens up new perspectives for the strategic management of Performance Max campaigns. By breaking down key figures like impressions, clicks, conversions, and costs by channel, it becomes visible which platforms are genuinely contributing to achieving targets and how the deployed budget is distributed. 

This data enables an informed assessment of the used ad formats, targeting methods, and device distribution. Conclusions can also be drawn regarding the customer journey and potential optimization potentials can be identified, for example, in the design of assets or budget allocation. 

For agencies like internetwarriors, this transparency is a valuable foundation for not only optimizing campaigns efficiently but also communicating transparently with clients. 

How to Optimize Your Campaigns with the New Insights 

The channel-specific data from the Channel Performance Reporting provides a valuable foundation for the strategic optimization of Performance Max campaigns. By analyzing individual channels, it becomes apparent which platforms work particularly efficiently, where wastage is occurring, and which ad formats achieve the best results. Based on this, budgets can be distributed more strategically, assets can be designed more precisely, and target groups can be addressed more diversely. 

Furthermore, the insights enable a more precise evaluation of the customer journey: Are users addressed via YouTube but convert only via Search? Such patterns can now be comprehended and incorporated into the campaign structure. The selection of conversion goals can also be newly assessed based on the data to further align campaign orientation with actual user behavior. 

Limitations and Pitfalls of Channel Reporting 

Even though the Channel Performance Reporting represents an important step towards transparency, current limitations and pitfalls should not be neglected. Since the feature is still in the beta phase, availability is not guaranteed across the board, and the scope of displayed data can vary from account to account. In some cases, only aggregated values are displayed, without deeper insights into individual ad formats or audiences. 

Moreover, it should be noted that Performance Max operates cross-channel, and the individual channels do not stand alone but work collectively. A channel with seemingly weak performance can nevertheless make an important contribution to conversion, for example, through early user engagement in the funnel. Therefore, interpreting the data requires a holistic understanding of the customer journey and shouldn't rely solely on individual metrics. 

Technical limitations such as incomplete conversion attribution, missing asset data, or limited segmentation options can also complicate analysis. Therefore, a combination of Channel Reporting, conversion tracking, and supplementary tools such as Google Analytics or server-side tracking is recommended for a sound evaluation. 

Conclusion: More Control, Better Decisions 

With the new Channel Performance Reporting, a decisive step toward transparency within Performance Max campaigns is taken. The ability to evaluate channel-specific data directly in the Google Ads interface provides a solid basis for strategic decisions and targeted optimizations. Even though the feature is still in the beta phase and not fully available in every account, it is already clear how valuable these insights are for modern campaign management. 

The combination of automation and data-driven control makes it possible to distribute budgets more efficiently, use assets more targetedly, and better understand the customer journey.  

For agencies like internetwarriors, this means: more clarity in analysis, better arguments in customer communication, and significantly increased effectiveness in digital marketing. 

As an experienced Google Ads agency, we help you harness the full potential of your Performance Max campaigns. We assist you not only with setting up and optimizing your campaigns, but also with the targeted use of the new Channel Performance Reporting. This way, you'll gain clear insights into the performance of individual channels, can distribute budgets sensibly, and make data-based decisions. With our expertise in AI-supported campaign management and cross-channel analysis, we ensure that your ads not only perform but are transparent and traceable. Get in touch with us!