Google Ads API v23 introduces channel-level reporting for Performance Max campaigns, a critical advancement that allows advertisers to see exactly where their ads run across Google’s extensive network. This update enhances the transparency of Performance Max, which previously aggregated data into a single mixed category.

Understanding the Shift to Channel-Level Reporting

Prior to the v23 update, Performance Max campaigns’ reporting largely consolidated performance data under an ad network type called MIXED. This generic grouping made it difficult for advertisers to understand how their ads performed on individual Google platforms such as Search, YouTube, or Display.

With the launch of v23, the API now returns specific enumerations for channels including Search, YouTube, Display, Discover, Gmail, Maps, and Search Partners. This granularity enables marketers to dissect performance metrics at multiple campaign levels, from the campaign itself down to asset groups and individual assets.

Why Channel-Level Data Matters

The introduction of channel-level insights is a game-changer for advertisers using Performance Max campaigns. As a campaign type that automatically optimizes placement across all Google inventory, PMax was historically considered a black-box solution with limited transparency. Advertisers had minimal visibility into the channels driving their campaign results, complicating optimization efforts.

“Channel-level reporting brings much-needed clarity to Performance Max campaign performance, allowing advertisers to fine-tune strategies based on concrete data rather than assumptions,” said Amanda Chen, a digital marketing analyst at BrightAd Consulting.

Now, advertisers can isolate results by channel, understanding which Google properties yield the best return on investment. For instance, combining channel data with segments like ad_using_video and ad_using_product_data (available since API v22) enables detailed analysis such as the effectiveness of video assets on YouTube or shopping ads on Search.

How Advertisers Can Leverage Detailed Channel Data

The availability of channel-level reporting at various granularities unlocks multiple optimization opportunities. At the campaign level, marketers can review overall performance fluctuations across different Google properties. Asset group-level data, although currently accessible only through the API and not visible in the Google Ads UI, allows for evaluation of the creative groupings driving results on specific channels.

Examining asset-level performance by channel helps identify which specific creatives resonate best on certain platforms, supporting data-driven creative development and budget allocation.

“Understanding creative performance by channel helps our team create more targeted ad assets, refining both messaging and formats to better align with users’ expectations on each platform,” shared Diego Martínez, head of digital campaigns at Nexa Marketing.

Practical Optimization Examples

For example, if an advertiser notices stronger conversions from Performance Max assets running on Gmail compared to Display, they can shift budget focus or tailor asset messaging accordingly. Similarly, insights into YouTube-specific video performance help advertisers decide whether to produce more video content or diversify into image assets depending on user engagement.

Channel-level data also aids in identifying underperforming segments. By detecting lower click-through rates or engagement on Discover or Maps, advertisers may opt to adjust bids or exclude certain channels to maximize ROI.

Implications for Developers and Reporting Systems

From a development standpoint, Google Ads API v23 requires tool builders and advertisers’ reporting systems to adapt to the new channel enums instead of relying on the legacy MIXED ad network type. Reporting integrations, dashboards, and automated scripts must be updated to handle and display this richer data for meaningful insights.

It is important to note that channel-level data is only available for dates starting June 1, 2025. Historical data before this date will not have channel segmentation for Performance Max campaigns.

Additionally, asset group-level channel reporting remains accessible solely through the API and is currently unavailable in the Google Ads user interface. This situation underlines the added value of API integrations for advanced campaign analysis.

Broader Context and Future Outlook

The introduction of channel-level reporting contributes to demystifying Performance Max campaigns, which have grown rapidly since their launch due to their automation-driven efficiency and wide reach. Advertisers have long requested enhanced visibility and control to optimize investments effectively.

“This update aligns with an industry shift toward transparency in automated campaign types, empowering advertisers with the data needed to complement machine learning with human insights,” commented Sarah Li, an independent PPC consultant.

By integrating channel-specific insights, advertisers are better equipped to make informed decisions, balancing automation with strategic human input. This development may encourage wider adoption of Performance Max as confidence in data transparency grows.

Marketers and developers can find additional technical details and migration guidance for the v23 API at Google’s official developer resource site: https://developers.google.com/google-ads/api/docs/release-notes#v23_0.

Summary

Google Ads API v23 enhances Performance Max campaigns by providing unprecedented channel-level performance data. This update allows advertisers to analyze how campaigns perform across Search, YouTube, Display, and other Google channels, improving optimization capabilities.

With data available from mid-2025 onward, detailed reporting is accessible at the campaign, asset group (API-only), and asset levels. This granularity supports pinpoint creative evaluation and smarter budget allocation strategies, transforming the traditionally opaque Performance Max campaign into a more transparent and manageable tool for digital marketers.