Performance Max: Why Channel-Level Reporting Matters
Performance Max campaigns can look great at the campaign level. You might see strong conversion volume, a good CPA, and impressive overall performance.
But the campaign-level numbers don't always tell the whole story.
One useful step when analyzing a Performance Max campaign is to break down performance by channel and look at where your spend and conversions are actually coming from.
In some cases, you may discover that a significant amount of spend and conversions are coming from lower-quality traffic.
This doesn't necessarily mean that some channels are always bad or that you should immediately make changes to your campaign. However, it's an important signal to investigate before assuming that strong campaign-level performance automatically means high-quality traffic.
In the video below, I show how to check the channel-level performance of a Performance Max campaign and identify this potential red flag.
Watch the video to see how I analyze the data and look beyond the headline numbers.
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