Google is cracking open the black box of its popular AI media buying tool Performance Max some more, and unsurprisingly, this is a welcome development for advertisers who have long complained about this feature.
In the coming weeks, advertisers will get channel-level reporting from Pmax across Google’s owned-and-operated properties like Search, Shopping, YouTube, Gmail, Display and Discover. This gives buyers greater transparency into where their budgets are spent and how each platform contributes to overall campaign performance.
Buyers will also be able to see metrics like impressions, clicks, conversions, and costs broken down by ad format and channel, a shift from the current reporting that aggregates performance across display, video and app campaigns.
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