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Channel performance report

The channel performance report is a Performance Max report that splits a campaign's impressions, spend and conversions by Google channel, such as YouTube.

How it works

A Performance Max campaign shows ads across Google’s networks and decides for itself where to spend. The report splits impressions, clicks, spend, conversions and conversion value by channel, such as Google Search, Search partners, Display, YouTube, Discover, Gmail and Maps.

Shopping is not a channel here. Separate splits show which ads used product data from the Merchant Center feed and which used video.

In GetProfit data (146 stores, June 2025 – June 2026), Performance Max runs in 141 stores and takes a median 95.7% of their ad budget. So for a typical store, this report covers almost all Google Ads spend. Our channel performance report guide shows how to read it.

Formula

Channel share of spend = channel spend ÷ campaign spend

Where you see it

  • Google Ads: Channel performance in a Performance Max campaign’s reports.
  • Google Ads API: segments.ad_network_type for Performance Max, from v23; segments.ad_using_product_data for ads using the feed.

Example

Example store, not client data.

The tableware shop spends 40,000 a month on Performance Max. Of that, 37,000 goes to Google Search, Shopping ads included, and 3,000 to Display and YouTube: 3,000 ÷ 40,000 = 7.5% of spend. Search brings 174,000 of conversion value (ROAS 4.7), Display and YouTube 6,000 (ROAS 2.0).

Not to be confused with

  • Channel controls — a Demand Gen setting that switches channels on and off. Performance Max has no such setting: this report only shows where it served.
  • Awareness campaigns — separate Video, Display or Demand Gen campaigns. YouTube or Display spend in this report belongs to Performance Max.

Right and wrong readings

  • Wrong: “Display and YouTube return 2.0, so we switch them off in the campaign.” Right: Performance Max cannot opt out of specific networks. You can block single sites, apps and videos with placement exclusions, and the campaign decides where the rest of its spend goes.
  • Wrong: “Shopping is missing from the channel list, so the campaign shows no Shopping ads.” Right: ads built from the feed sit inside channels such as Search, and the product data split shows them.

Sources

  • Campaign level performance — Google Ads API: Performance Max by channel, product data and video, from v23. Checked 2 October 2026.
  • Segments — Google Ads API: channel values, product data segment. Checked 2 October 2026.
  • Campaigns — Google Ads API: no opting out of networks. Checked 2 October 2026.
  • GetProfit data: 146 online stores, June 2025 – June 2026 — Performance Max share of budget.