Performance Max reporting

As with other campaign types, you can use GoogleAdsService.SearchStream to retrieve attributes and performance metrics for Performance Max campaigns. The following table outlines the options for reporting on Performance Max campaigns organized by objective.

Measurement objective	Associated resources	Examples
Campaign level performance	`campaign`	All Performance Max campaign performance
Asset group level performance	`asset_group`	Asset group ad strength Asset group performance
Asset performance	`asset_group_asset` `asset_group_top_combination_view`	Asset performance with `asset_group_asset` Top asset combinations
Retail campaign performance	`asset_group_product_group_view` `campaign` `shopping_performance_view`	All retail campaigns performance Campaign performance for a `feed_label` Product performance Product performance with cart data Campaign performance with cart data Campaign performance by asset group and product group Asset group performance by product group Listing group filter dimension performance
Campaign criterion performance	`location_view`	Location criterion performance

Campaign level performance

Viewing Performance Max campaign performance is similar to viewing the performance for any other campaign type. However, you must add a filter to include only campaigns with an advertising_channel_type equal to PERFORMANCE_MAX.

All Performance Max campaign performance

For example, the following query returns the performance for all Performance Max campaigns over the last 30 days. You can also limit the results to a single campaign by filtering on campaign.id or campaign.resource_name.

SELECT
  metrics.impressions,
  metrics.clicks,
  metrics.conversions,
  metrics.cost_micros
FROM campaign
WHERE campaign.advertising_channel_type = 'PERFORMANCE_MAX'
  AND segments.date DURING LAST_30_DAYS

Asset group level performance

In addition to campaign reporting, reporting is available for asset_group resources linked to your Performance Max campaigns.

Asset group ad strength

Because Performance Max campaigns dynamically generate ads for each asset group using the assets attached to that asset group, it's not possible to view individual ad performance. However, the Google Ads API exposes the asset_group.ad_strength field to evaluate the performance of ads associated with different asset_group entities.

The following query demonstrates how to view the ad strength of all asset groups. You can further filter this query on asset_group.id or asset_group.resource_name to view the ad strength of one or more specific asset groups. Alternatively, you can add a campaign filter as described previously, to compare the ad strength of different asset groups within a specified campaign.

SELECT
  asset_group.id,
  asset_group.ad_strength
FROM asset_group
WHERE asset_group.status = 'ENABLED'

Asset group performance

The asset_group resource exposes a variety of metrics to measure individual asset group performance. The sample query below demonstrates how to retrieve the performance metrics for each asset_group in a specified campaign.

SELECT
  asset_group.id,
  asset_group.name,
  metrics.conversions,
  metrics.conversions_value,
  metrics.cost_micros,
  metrics.clicks,
  metrics.impressions
FROM asset_group
WHERE asset_group.campaign = 'customers/CUSTOMER_ID/campaigns/CAMPAIGN_ID'

Asset performance

It's possible to obtain asset level performance by using the asset_group_asset resource.

Asset performance with `asset_group_asset`

On the asset_group_asset resource, the performance_label field ranks the asset against other assets of the same type. For more details, see About asset reporting in Performance Max.

SELECT
  asset_group_asset.asset,
  asset_group_asset.performance_label,
  asset_group_asset.status
FROM asset_group_asset
WHERE asset_group.id = ASSET_GROUP_ID
  AND asset_group_asset.status != 'REMOVED'

Top asset combinations

The asset_group_top_combination_view resource can be used to query the top performing combinations of assets in asset groups. For example, the following query produces a list of the top asset combinations in a specified asset_group. Each row in the response contains a list of asset_group_top_combination_view.asset_group_top_combinations messages of type AssetGroupAssetCombinationData. Each item in that list contains a list of the assets in the respective combination represented as an AssetUsage message.

SELECT asset_group_top_combination_view.asset_group_top_combinations
FROM asset_group_top_combination_view
WHERE asset_group.id = ASSET_GROUP_ID

Taking this a step further, you can adjust this query to generate insights that help with asset selection and better optimize Performance Max campaign performance. The query below produces the top asset combinations by asset group in a single campaign but limits the results to asset groups that have an asset_group.ad_strength of GOOD or EXCELLENT. The resulting asset combinations represent the top asset combinations in the best performing asset groups in the campaign.

SELECT
  asset_group_top_combination_view.asset_group_top_combinations,
  asset_group.ad_strength,
  asset_group.id
FROM asset_group_top_combination_view
WHERE asset_group.ad_strength IN ('GOOD', 'EXCELLENT')
  AND campaign.id = CAMPAIGN_ID

Retail campaign performance

There are a variety of ways to measure Performance Max retail campaigns based on your reporting objectives.

All retail campaigns performance

The most basic example is retrieving the performance of all Performance Max retail campaigns using the methodology of the All Performance Max campaign performance example. In order to create a Performance Max retail campaign, you must populate the shopping_setting field in your campaign with the merchant_id of your Merchant Center account. Adding the condition campaign.shopping_setting.merchant_id IS NOT NULL to the WHERE clause then filters the result set to include only retail campaigns.

SELECT
  metrics.impressions,
  metrics.clicks,
  metrics.conversions,
  metrics.cost_micros
FROM campaign
WHERE campaign.advertising_channel_type = 'PERFORMANCE_MAX'
  AND campaign.shopping_setting.merchant_id IS NOT NULL
  AND segments.date DURING LAST_30_DAYS

Campaign performance for a `feed_label`

The campaign.shopping_setting.feed_label field can be used to target specific product feeds in your Merchant Center account. You can filter on this field to get reporting metrics for all campaigns associated with a specific product feed. For example, the following query demonstrates how to retrieve metrics for all Performance Max campaigns that target products intended to be promoted during the winter season.

SELECT
  metrics.impressions,
  metrics.clicks,
  metrics.conversions,
  metrics.cost_micros
FROM campaign
WHERE campaign.advertising_channel_type = 'PERFORMANCE_MAX'
  AND campaign.shopping_setting.merchant_id IS NOT NULL
  AND campaign.shopping_setting.feed_label = 'WINTER-PRODUCTS'
  AND segments.date DURING LAST_30_DAYS

Product performance

You can use the shopping_performance_view to retrieve product-level metrics across all of your Performance Max retail campaigns, as shown in the query below. Filtering on campaign.advertising_channel_type limits the results to Performance Max campaigns, and including segments.product_item_id automatically filters those results to include only retail campaigns because non-retail campaigns don't have any associated products.

SELECT
  segments.product_item_id,
  metrics.clicks,
  metrics.cost_micros,
  metrics.impressions,
  metrics.conversions,
  metrics.all_conversions,
  campaign.advertising_channel_type
FROM shopping_performance_view
WHERE campaign.advertising_channel_type = 'PERFORMANCE_MAX'
  AND segments.date DURING LAST_30_DAYS
  AND metrics.clicks > 0
ORDER BY
  metrics.all_conversions DESC,
  metrics.conversions DESC,
  metrics.clicks DESC,
  metrics.cost_micros DESC,
  metrics.impressions DESC

Product performance with cart data

Retail advertisers can access relevant sales and profit metrics such as Revenue, Gross Profit, Gross Profit Margin, and Units sold. These metrics are available to all advertisers who implement Conversions with cart data across Performance Max campaigns and are compatible with the following reports.

asset_group_product_group_view
campaign
customer (Aggregated for all campaigns)
shopping_performance_view

The following cart data metrics can be used in reports, such as the shopping_performance_view, for Performance Max for retail campaigns.

metrics.average_cart_size
metrics.average_order_value_micros
metrics.cost_of_goods_sold_micros
metrics.cross_sell_cost_of_goods_sold_micros
metrics.cross_sell_gross_profit_micros
metrics.cross_sell_revenue_micros
metrics.cross_sell_units_sold
metrics.gross_profit_margin
metrics.gross_profit_micros
metrics.lead_cost_of_goods_sold_micros
metrics.lead_gross_profit_micros
metrics.lead_revenue_micros
metrics.lead_units_sold
metrics.orders
metrics.revenue_micros
metrics.units_sold

The following example demonstrates how these cart data metrics can be used to understand product level performance for Performance Max campaigns in the last 30 days.

SELECT
  segments.product_item_id,
  segments.product_title,
  metrics.average_cart_size,
  metrics.average_order_value_micros,
  metrics.conversions,
  metrics.conversions_value,
  metrics.gross_profit_micros,
  metrics.gross_profit_margin,
  metrics.revenue_micros,
  metrics.units_sold,
  campaign.advertising_channel_type
FROM shopping_performance_view
WHERE campaign.advertising_channel_type = 'PERFORMANCE_MAX'
  AND segments.date DURING LAST_30_DAYS
  AND metrics.conversions > 0
ORDER BY
  metrics.gross_profit_margin DESC,
  metrics.revenue_micros DESC,
  metrics.conversions_value DESC

Campaign performance with cart data

Cart data metrics can be used at the campaign level and can be combined with other performance metrics such as impressions, clicks, and cost.

SELECT
  campaign.id,
  campaign.name,
  campaign.advertising_channel_type,
  metrics.impressions,
  metrics.clicks,
  metrics.conversions,
  metrics.cost_micros,
  metrics.average_order_value_micros,
  metrics.gross_profit_micros,
  metrics.gross_profit_margin
FROM campaign
WHERE campaign.advertising_channel_type = 'PERFORMANCE_MAX'
  AND campaign.shopping_setting.merchant_id IS NOT NULL
  AND segments.date DURING LAST_30_DAYS
ORDER BY
  metrics.gross_profit_margin DESC,
  metrics.average_order_value_micros DESC,
  metrics.cost_micros DESC,
  metrics.conversions DESC,
  metrics.clicks DESC,
  metrics.impressions DESC

Campaign Performance by Asset Group and product Group

The following example demonstrates how asset_group_product_group_view can be used to retrieve performance metrics by asset_group and asset_group_listing_group_filter. The example segments the results by product partition tree node for each asset_group in the specified campaign.

SELECT
  asset_group.id,
  asset_group_listing_group_filter.id,
  metrics.impressions,
  metrics.clicks,
  metrics.conversions,
  metrics.cost_micros
FROM asset_group_product_group_view
WHERE campaign.id = CAMPAIGN_ID
  AND segments.date DURING LAST_30_DAYS

Asset group performance by product group

Alternatively, you can use the asset_group_product_group_view to get performance metrics by asset_group_listing_group_filter but limit the results to a single asset_group by adding an asset_group filtering condition to the WHERE clause.

SELECT
  asset_group_listing_group_filter.id,
  metrics.impressions,
  metrics.clicks,
  metrics.conversions,
  metrics.cost_micros
FROM asset_group_product_group_view
WHERE asset_group.id = ASSET_GROUP_ID
  AND segments.date DURING LAST_30_DAYS

Listing group filter dimension performance

Taking the previous example a step further, you can segment performance metrics by the asset_group_listing_group_filter dimension. The following example demonstrates how to retrieve performance metrics by product brand, which is done by adding asset_group_listing_group_filter.case_value.product_brand.value to the SELECT clause, which also automatically filters the results to only include asset_group_listing_group_filter entities with a product brand dimension.

You can perform a similar analysis by replacing asset_group_listing_group_filter.case_value.product_brand with a different dimension, such as asset_group_listing_group_filter.case_value.product_condition.condition.

SELECT
  asset_group_listing_group_filter.case_value.product_brand.value,
  metrics.impressions,
  metrics.clicks,
  metrics.conversions,
  metrics.cost_micros
FROM asset_group_product_group_view
WHERE asset_group.id = ASSET_GROUP_ID
  AND segments.date DURING LAST_30_DAYS

Campaign criterion performance

Campaign criterion reports are only populated for supported criterion types, which you can find in the create campaign criteria guide.

Location criterion performance

Here is an example of querying Performance Max location criteria data from the location_view report:

SELECT
  campaign.id,
  campaign.name,
  metrics.clicks,
  metrics.impressions,
  campaign_criterion.location.geo_target_constant
FROM location_view
WHERE campaign.status != 'REMOVED'

Travel goals

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