Google expands Performance Max reporting to all networks

As of June 15th, Google updated product-level reporting for Performance Max campaigns, now incorporating data from all eligible networks instead of limiting metrics to Search activity alone. This change gives advertisers a more complete view of campaign performance but introduces a one-time spike in key metrics for many accounts.

The expanded reports now include product performance data across all Performance Max networks, Video campaigns, App campaigns, and Demand Gen campaigns (where applicable through Google Merchant Center). Previously, metrics like cost and conversions only reflected products served on Search networks and Standard Shopping campaigns.

Why this matters. Advertisers may see sudden increases in impressions, clicks, and other metrics even if actual campaign performance hasn’t shifted. The increase stems from a broader reporting scope, not from improved results. This update addresses a long-standing reporting limitation by offering a more comprehensive view of product performance across Google’s inventory. However, it complicates historical comparisons, as pre- and post-update reports are not directly comparable.

What advertisers should do. When analyzing Performance Max data, use the Network (with search partners) filter to break down activity sources. Add context to month-over-month reports, as reporting changes rather than campaign performance may explain sudden spikes.

The bottom line: Google’s expanded Performance Max reporting provides a fuller picture of product performance across its advertising ecosystem, but advertisers should treat recent reporting increases as a measurement change rather than a performance improvement. The update was first noted by Google Ads specialist Bia Camargo, who shared Google’s notice and warned advertisers to prepare clients for reporting changes that may look like performance gains but are actually the result of expanded measurement.