For years, Performance Max has been sold as Google’s most powerful automation play. One campaign. All channels. Machine learning decides. Marketers optimize outcomes, not placements.
And for just as long, the biggest criticism has been the same. Performance Max worked, but it refused to explain itself.
That changes with the introduction of channel-level reporting for Performance Max campaigns in Google Ads API v23.
This is not a cosmetic update. It is a structural shift in how advertisers can understand, measure, and ultimately trust Performance Max.
From black box to decision engine
Until now, Performance Max reporting largely collapsed performance into a single mixed bucket. Search, YouTube, Display, Discover, Gmail, Maps, and Search Partners all blended together. Useful for Google’s automation, frustrating for human decision making.
With v23 of the Google Ads API, that mixed reality breaks apart.
Advertisers can now see Performance Max results by individual channel. Search is no longer lumped in with Display. YouTube performance is no longer inferred. Each channel stands on its own.
This is the first real step toward treating Performance Max as a system you can analyze, not just accept.
What actually changed under the hood
Earlier API versions returned a MIXED value for the ad_network_type segment in Performance Max campaigns. That value masked where ads were truly serving.
With v23, Google replaces MIXED with specific channel enums. Search, YouTube, Display, Discover, Gmail, Maps, and Search Partners are now visible in reporting.
This matters because reporting drives behavior. When everything is mixed, optimization becomes vague. When channels are separated, strategy becomes intentional.
Why this matters for advertisers
Channel-level reporting unlocks three critical advantages.
First, it restores accountability. Teams can finally answer basic questions like how much of Performance Max spend is going to YouTube versus Search.
Second, it improves creative decisions. Channel data is available at the campaign, asset group, and asset level. That means advertisers can see how individual assets perform across Google properties, not just in aggregate.
Third, it enables smarter experimentation. When combined with existing v22 segments such as ad_using_video or ad_using_product_data, teams can isolate performance like video assets on YouTube or Shopping ads on Search.
Performance Max stops being a leap of faith and starts behaving like a performance system.
A quiet but important UI signal
Alongside the API update, Google has also introduced a quick preview feature for Performance Max asset groups. Advertisers can now preview ads directly from the asset group table by clicking on images.
It is a small change, but it reinforces a broader theme. Visibility matters.
As Bia Camargo put it, a tiny view change with big impact. Faster previews mean faster feedback loops, especially when paired with deeper reporting.
What developers and teams need to prepare for
There are a few important caveats.
Channel-level data is only available for dates starting June 1, 2025. Historical reporting will not be retroactively segmented.
Asset group level channel reporting is API-only. It will not appear in the Google Ads UI, at least for now.
Reporting systems that relied on the legacy MIXED value will need to be updated to handle the new channel enums.
This is not a plug-and-play update. It requires intentional adoption.
The bigger picture
Google Ads API v23 does not just add features. It reshapes the relationship between advertisers and automation.
Performance Max is no longer just about surrendering control for scale. It is about pairing automation with insight. Channel-level reporting is the foundation that makes that possible.
The black box is not fully open yet. But for the first time, we can see the edges.
Further Reading:
How to Optimize PPC Campaigns for AI-Driven Search Ad Placements
Beyond the Hype: Why AI Max Demands More Human Oversight, Not Less
