I recently delved into Google Search Console’s branded query filter, which has become a game-changer for SEO reporting. This feature now allows me to track brand awareness, diagnose performance drops, and truly measure the impact of my SEO efforts.
In November 2025, Google introduced a solution to a long-standing SEO challenge: the ability to distinguish branded from non-branded search performance directly within Google Search Console (GSC). The rollout is now complete for eligible properties, and I was ecstatic to try it out.
For so long, I’ve had to rely on regex filters, custom dashboards, or third-party tools, which weren’t always reliable. But GSC’s branded query filter simplifies the process, positioning it as a native feature in a platform widely used for organic reporting.
This change makes it easier for me to close a crucial gap in SEO reporting. Now, I can independently evaluate brand demand and discovery, leading to improved performance analysis supported by first-party data.
In essence, GSC’s new filter performs its function by sorting queries into two categories:
Branded queries that include recognized brand terms.
Non-branded queries covering all other discovery queries.
These features empower me to group queries by topic or intent, filter by branded and non-branded types, and create detailed reports without external processing.
Historically, separating branded from non-branded performance wasn’t new but maintaining consistency was challenging. I used to manually segment with regex, keyword tagging in rank-tracking tools, or through custom dashboards.
These methods worked but were fragile. Common issues included character limits on regex, language variants for international sites, and no shared standard for branded terms. With GSC’s update, I find these challenges largely eliminated.
Branded traffic is crucial, being both a signal of brand awareness and a major source of conversions. However, when mixed with non-branded data, it skews the interpretation of SEO performance.
By segmenting this data, I can now accurately identify brand demand versus discovery, allowing clearer insights. This helps me to better understand what’s genuinely boosting performance and address key questions like:
Are we enhancing brand demand or expanding non-branded reach?
Is our content strategy bolstering non-branded visibility?
Is the current strategy effective as anticipated?
Having used the filter, branded search trends have become one of the clearest indicators of brand health. Monitoring these trends reveals gaps and provides opportunities across various channels.
This functionality isn’t just a feature; it signifies a paradigm shift in SEO measurement. The consistency it brings to branded versus non-branded reporting is transforming how SEO work gets done, making reporting more consistent and actionable.
As I continue to evaluate and use these insights, I find that adopting this feature means less time spent reconciling data and more focus on interpreting results. This results in more confident and consistent communication, ultimately driving greater impact.
Every week, I join thousands of other media buyers in the same ritual. We open the Meta Ads Manager, eyes scanning the metrics, striving to identify the winning and losing campaigns. A positive ROAS gives us a sense of contentment, while a negative one sends us scrabbling to disable the underperforming asset. This is where many advertisers find themselves trapped in the scoreboard mentality.
By treating metrics as a mere scoreboard, I only see the final outcome, missing the bigger picture that could guide future improvements. It’s like judging a game’s score without considering that my strikers aren’t receiving any passes from the midfield.
If I want to scale performance, it’s crucial to transition from mere reporting to diagnosing. By viewing metrics both as individual KPIs and as parts of an interdependent system, I can uncover the real narrative within my account and make informed optimization decisions.
The Dashboard Illusion
Meta’s interface, with its linear grid format, can sometimes give a false sense of clarity. While one column points at high CPM as an issue, another blames low CTR. In reality, these metrics are often connected, revealing much deeper insights.
A high CPM might not necessarily mean an expensive audience. Instead, it could indicate that my creative isn’t up to par, prompting Meta to charge more due to a subpar user experience.
On the flip side, while a high CTR seems like a win initially, if my CVR is declining, then it’s not really a victory. I find myself paying for high-intent customers that my landing page fails to convert.
The dashboard might tell me what happened, but understanding the system explains why.
A visual of an example of Meta Ads Manager CTR and CPM reporting columns.
To better comprehend the system, I visualize metrics as parts of a sports team. Each player has a unique role. If the team loses, I don’t bench them all. Instead, I review the plays to identify areas for improvement in the next game.
The Scouts: CPM and Reach
CPM acts as feedback from the auction on my total value, combining my bid, estimated action rates, and user value. Together, they play the role of market resonance.
If I notice a spike in CPM compared to historical averages, these metrics hint at an overly crowded market or my creative’s ineffectiveness in maintaining volume.
The Midfielders: CTR and Hook Rate
Their role emphasizes moving the engagement from Meta’s ad placement to my website. A high hook rate but low CTR shows my ad snags attention but falters in driving clicks. It effectively stops the scroll, but people aren’t compelled to click.
The Strikers: CVR and AOV
Representing the final journey step, they depend on my website. A high CTR and low CPC, yet a low ROAS, indicate issues. Although my ad performed well, my landing page or offer didn’t convert the visitors.
The real analysis occurs between the columns displayed in Ads Manager.
Hook vs. Hold Rates
By examining the ratio between hook and hold rates, I can prevent creative fatigue that impacts ROAS.
If my ad has a high hook rate but low hold rate, it captures attention initially but rapidly loses it. This suggests I should enhance the latter part of the ad with a compelling CTA.
If I observe a low hook rate but a high hold rate, most people disengage early, although those who engage tend to convert. This scenario presents a chance to test new hooks that align with the rest of the video, aiming to boost initial engagement and conversions.
Link Clicks vs. Landing Page Views
The discrepancy between these metrics often goes unnoticed. Out of 1,000 clicks, if only 450 landing page views are recorded, there may be a technical issue. It’s essential to check my page speed and ensure my tracking functions properly.
Such a drop isn’t typically due to a creative problem but likely a slow server issue since people expect quick site loading times, and any delay results in bounces, wasting my budget.
CPA vs. Frequency
If increasing CPA is baffling, I should examine the frequency. A rise in both suggests ad fatigue among my audience.
An exhausted audience and system require fresh input, not just increased bids or budgets. I should refresh my creative assets or expand targeting if it’s too narrow.
A visual of an example of Meta Ads Manager reporting columns.
When I encounter an underperforming campaign or creative, I ask myself:
Is volume constant? Have impressions or spend decreased? This might indicate the system devaluing or rejecting my ad, especially the creative component.
Where is the friction occurring? I trace it across hook rate, CTR, and CVR.
Upon identifying the bottleneck, I focus on altering only that variable. Changing multiple elements simultaneously obscures the actual issue. For example, if CVR is low, I focus on the landing page experience, not the ad itself.
Am I directing traffic to a detailed product page while promoting various products in a single creative? It’s crucial to eliminate this friction by creating a product collection landing page, offering an intuitive experience for all interests once they click.
Becoming a Media Architect
With Meta’s AI guiding targeting, my role evolves into a system architect.
While a scoreboard highlights something isn’t winning, a system map unravels the full narrative, such as slow site speeds affecting ROAS or creative appealing to the wrong audience.
Next time I check my account, I’ll resist the urge to immediately glance at the ROAS column. Instead, by focusing on ratios and tracing the user’s journey, I’ll unlock the story from ad to website. Shifting focus from winners to detecting friction points is the key to engineering substantial growth.
I’ve come to realize that AI has dramatically simplified the publishing process, but it also means standing out amidst the noise is increasingly challenging. The good news is, by focusing on clarity, intent alignment, and a few strategic SEO adjustments, we can make significant progress.
As AI breaks down the barriers to production, the web is getting flooded with content that is polished, optimized, but often lacks distinctiveness. When everything seems competent, you and I must strive harder to differentiate our voices.
Though AI has transformed how content is churned out, the core of what users seek—intent—remains unchanged. They sift through headlines and descriptions, rewarding clarity and effectiveness. This is why foundational elements matter even more now.
I find that keeping content fresh isn’t about being novel for novelty’s sake. It’s about diving back into what makes content truly unique: distinct messaging, structured delivery, and a deep grasp of our audience’s needs.
The Real Problem with AI Content
The crux of the issue with AI-generated content isn’t its factualness—it’s its sameness. AI draws from vast pools of existing content, often reproducing unremarkable tropes and conclusions. Individually, they seem fine; collectively, they’re indistinguishable.
This homogeneity is why so much content today feels the same. Even when relevant, it seldom provides a unique reading experience.
Both users and search engines are responding in kind. In a sea of similar content, differentiation becomes key. At this juncture, originality, specificity, and intent alignment have taken on heightened importance.
Ironically enough, AI has increased the value of originality. As automated content inundates the web, signals like clarity, usefulness, and intent alignment become beacons of high-quality content.
Many teams falter here, competing with AI by focusing on quantity over quality. Freshness isn’t about novelty; it’s about crafting content that feels distinctly human and undeniably helpful.
Fresh, Unique Content is Still Built on Classic SEO Principles
Ever since content creation tools evolved, what’s been constant is how people interact with search engines. Users still show up with an issue to solve, skimming through results to pick what seems most relevant.
Despite the rise of AI, this behavior endures.
Page titles, headings, and meta descriptions serve as that crucial first contact with the user. They function almost like ad copy, contrary to assumptions that these elements are becoming obsolete.
Classic SEO principles—clear search intent alignment, descriptive language, organized structure—continue to underpin fresh content.
Although these aren’t groundbreaking ideas, their importance has surged. A tweak in clarity doesn’t just help search engines index a page; it helps users find answers to their questions.
Small SEO Changes Can Lead to a Strong Impact
A recent experiment on my website examined whether more descriptive titles could boost clicks without altering the underlying content. We tested the hypothesis by aligning page titles more closely with search intent and user needs.
The result? A greater alignment led to a substantial increase in click-through rates, proving that small changes can powerfully impact visibility and engagement.
Strategies for Keeping Content Fresh in an AI-Saturated World
Remaining fresh in the AI era isn’t about jumping on every new tool but requires intentionality in creating, positioning, and maintaining content.
1. Treat Intent as Strategy
The essence of SEO has always been search intent, not keyword stuffing. Before crafting content, ask what problem the searcher is trying to address and what a good answer would look like in their context.
2. Use Page Titles and Headlines as Tools
In a crowded SERP, an effective title is crucial to catch a user’s attention and make them click.
3. Refresh Before You Create
Oft-overlooked is the power of improving existing content. You don’t need to produce new content incessantly when updates can achieve better results.
4. Lean into Specificity and Constraints
While AI excels at general advice, human-guided content shines through specificity and context, offering expert insights and breaking down misconceptions.
5. Use AI as an Accelerator
AI should accelerate tasks that don’t require judgment. Editorial responsibilities still lie with us, ensuring content aligns with our goals.
6. Measure Freshness by Behavior
It’s not the volume of content but engagement metrics like time on page and scroll depth that define freshness.
7. Accept that ‘Traditional’ Doesn’t Mean Outdated
Mainstays like clarity, structure, and relevance have only gained importance in our AI-driven landscape.
Why Fresh Content Actually Wins
While AI has revolutionized content speed and accessibility, truly effective content remains appealing and relevant, aligning with users’ search intent and preferences.
In our latest report, I’ve dug deep into the world of Shopify Plus agencies to bring you the cream of the crop for 2026. With an exhaustive analysis of 84 agencies globally, my research focused on crucial factors like mastery of the Shopify Plus platform, customer reviews, and unique enterprise capabilities.
After meticulously evaluating each agency, I honed in on six standout contenders by ranking their abilities in areas such as technical expertise, B2B implementation success, and customer satisfaction rates. Below, I’ve summarized who made the cut and why they shine.
The Top Shopify Plus Agencies of 2026
Here, I’m unveiling the top Shopify Plus specialists! This table showcases each expert agency based on a comprehensive assessment of their technical prowess and customer delight.
With over 15 years of experience, Atwix stands as a beacon for B2B eCommerce transformation. Founded by Slava Kravchuk, Atwix leverages its vast Shopify Plus expertise, bringing innovative custom development and integration services to manufacturers and distributors.
What sets Atwix apart is their ingenious Sirius integration platform, a vital tool that links various enterprise systems with ease, ensuring real-time data accuracy. Their 96% client retention rate is a testament to their ability to offer solutions that scale as businesses expand.
Clients laud Atwix as “true professionals” providing “quick responses” and “elegant solutions” to complex challenges. Their “deep technical expertise” and proactive management are consistently highlighted.
Eastside Co: Masters of Conversion Rate Optimization
At Eastside Co, the name of the game is conversion rate optimization through precise A/B testing strategies. My insights show this agency emphasizes performance metrics, helping brands maximize their growth potential in the Shopify Plus ecosystem.
Their targeted services benefit direct-to-consumer brands, reflecting their commitment to driving results using data-driven methodologies. Though they excel in conversion, their scope might be too narrow for businesses needing expansive ecommerce solutions.
Clients commend Eastside Co for their “focus on performance metrics” and systematic approach to achieve “ROI improvements.” Their dedication to analytics stands out, though some mention the need for additional partners for broader projects.
We Make Websites: Experts in UK Headless Development
In the UK, We Make Websites is synonymous with expertise in headless commerce and performance optimization. My research indicates their focus on Core Web Vitals and innovative technical practices makes them a powerhouse for UK markets.
While they are adept at creating high-speed, dynamic experiences, their strategies focus primarily on the UK, which might pose challenges for international companies with more complex needs.
Location: London, UK
Established: 2008
Price Range: $$$$
Average Review Score: 4.8/5
Services Offered: Headless Commerce, Performance Optimization, Custom Development, API Integration, Technical SEO
Summary of Online Reviews
Clients praise them for their “attention to performance” with “lightning-fast storefronts.” However, their strong UK-centric approach can be challenging for global firms.
Digital Silk: Crafted for Large-Scale Fashion Brands
For those in the fashion arena, Digital Silk offers exceptional design-centric Shopify Plus services. Their commitment to aesthetic excellence is ideal for high-end fashion brands focused on stunning visual identity over operational intricacies.
While their creativity in design sets them apart, their services might not suit businesses looking for robust, functional ecommerce solutions with sophisticated technical requirements.
Location: New York, NY
Established: 2013
Price Range: $$$$
Average Review Score: 4.7/5
Services Offered: Brand Design, Shopify Plus Development, Visual Identity, Digital Marketing, UX Design
Summary of Online Reviews
Clients appreciate their “design quality” and the ability to craft “experiences” that highlight brands, though some note their focus on aesthetics can sometimes overlook functional needs.
Studio Rotate: Embodying Australian Commerce Design
Studio Rotate blends local market knowledge with design prowess to serve the Australian market effectively. My insights reveal their visually compelling solutions cater magnificently to regional audiences.
While their boutique approach is a boon for Australian brands, it might not match the needs of international or large enterprises seeking extensive capabilities and scalability.
Location: Melbourne, Australia
Established: 2016
Price Range: $$$
Average Review Score: 4.5/5
Services Offered: Shopify Plus Development, Australian Market Focus, Design Direction, User Experience, Local Commerce
Summary of Online Reviews
Clients remark on their “deep Australian market knowledge” and ability to craft “local designs.” However, regional focus can limit scalability for international markets.
Charle: Masters of UK Creative Solutions
Since 2018, Charle has charmed ambitious UK brands with their creative and performance-driven Shopify Plus development. With a focus on people-first strategies, they’ve built a remote-first culture that encourages innovative collaboration.
However, while offering captivating creative designs, their capacity to address comprehensive B2B functionality is limited, particularly outside the UK market.
Location: London & Manchester, UK
Established: 2018
Price Range: $$$
Average Review Score: 4.4/5
Services Offered: Shopify Plus Development, Creative Design, UK Market Focus, Platform Migration, Brand Development
Summary of Online Reviews
Clients describe their experience with Charle as “an absolute dream” due to their “creative approach” and seamless process, though their focus on UK limits global expansion capabilities.
The Top Shopify Plus Agencies in the US by Specialty
To aid you further, I’ve classified these exceptional Shopify Plus agencies into specialized categories based on detailed research. This should help you align with partners who resonate with your project goals and growth aspirations.
For years, I’ve been part of countless discussions about paid media, all revolving around the same question: should we focus on building in-house teams or outsource to agencies?
While this debate is certainly valid, it often overlooks the core issue at hand. The real challenge isn’t where paid media is placed within our organizational chart. Instead, it’s all about how we structure performance leadership.
Many companies, including the ones I’m familiar with, navigate Google Ads and other paid channels with capable teams, solid budgets, and well-documented best practices. Campaigns are active. Dashboards appear full. We keep optimizing as scheduled. Yet:
Results stall.
Pipelines flatten.
Budgets get questioned.
Confidence in paid advertising erodes.
This is hardly a talent issue. Rather, it’s often a structural one.
The Plateau Most In-House Teams Eventually Hit
Across several B2B paid media accounts, ranging from SaaS to service businesses with monthly spends in the five-figure range, I’ve noticed a recurring pattern.
Performance doesn’t just drop overnight. It slows gradually.
Campaigns continue running. Costs seem stable. We still gather leads. But growth comes to a halt. Leadership observes motion without gaining insight. Decisions turn reactive. Paid media shifts from a growth engine to a cost center that must justify its existence.
The gap lies not in effort or execution. Over time, strategy narrows when teams work in isolation.
Why ‘More Headcount’ Rarely Fixes the Problem
When performance slows, the immediate response is often to hire more staff. This could be a new specialist, a channel owner, or someone in a more senior position.
While additional resources might alleviate workload, simply increasing headcount doesn’t usually solve the actual problem.
In my experience with in-house teams, three challenges are consistently present:
1. Tracking and Leadership Visibility
Often, leadership teams lack a unified and clear view of how paid media impacts pipeline and revenue. The data is out there, but it’s scattered across different platforms, tools, and dashboards.
Without strong integrations, even well-executed campaigns operate with weak feedback loops, which limits their potential for improvement.
2. Structure and Skill Ceiling
Many teams strive to adhere to proven best practices. The problem isn’t their intent but the context. What works for one company or growth stage can be ineffective, or even detrimental, for another.
Without external benchmarks or fresh perspectives, teams struggle to determine what truly applies to our business.
3. Lack of Systematic Testing
Daily execution consumes the available capacity. Teams focus on maintaining stability instead of driving performance forward. Testing becomes intimidating despite the fact that real gains usually emerge from the few experiments that succeed.
Over time, this creates an illusion of optimization: steady activity without significant progress.
The Same Mistake Happens Before Ads Even Launch
These structural problems don’t just affect companies already engaged in paid media. They often arise earlier, before the first campaigns even begin.
In many B2B companies, paid advertising becomes relevant when growth from outbound sales, partnerships, or organic channels begins to slow.
Budgets are cautiously allocated. Execution is delegated. Results are expected to spring forth from platform defaults.
What’s typically missing is strategic ownership:
Clear definitions of success that go beyond surface-level metrics
Tracking that ties spend to pipeline, not just lead volume
A testing roadmap aligned with revenue goals
Without this foundation, initial results are often disappointing. Budgets are cut. Confidence wanes. Paid media is labeled ineffective before it gets a real chance to show its worth.
Ironically, this early phase is where an external perspective can have the greatest long-term impact. It’s also the phase when companies are least likely to seek it.
The Structural Advantage of Outsourced Performance Leadership
Outsourcing is often seen as a cost-cutting measure or a way to boost execution power. In reality, its major advantage lies in perspective.
External performance teams work across various accounts, industries, and growth stages. They:
Identify patterns earlier.
Recognize when platform recommendations favor spend growth over business outcomes.
Challenge assumptions that internal teams may no longer question.
That outside view is crucial in areas like tracking architecture, platform integrations, and account structure, where partial adoption of best practices can subtly undermine performance.
A typical scenario looks like this:
Teams adhere to platform guidance but leave underlying martech gaps unresolved.
Systems fail to communicate effectively.
Optimization signals weaken.
Budget efficiency drops, even though campaigns seem fully compliant.
When Outsourcing Actually Works — And When It Doesn’t
Outsourcing isn’t a one-size-fits-all solution. It falters when companies expect external partners to improve performance in isolation, or when strategy and execution exist in separate realms.
It thrives best as a hybrid model:
Internal teams manage execution and business context
External experts provide strategic direction, structural adjustments, and continuous challenge
In this structure, partners don’t replace teams. They elevate them.
That’s why a specialized Google Ads agency offers the most value when our goal goes beyond running campaigns to transform paid media into a predictable, scalable growth driver.
A Smarter Model: External Strategy, Internal Execution
High-performing organizations increasingly separate strategy from execution volume.
We bring in outside expertise not because something is broken, but because we desire:
Objective assessments of performance and structure.
Stronger attribution and tracking foundations.
Disciplined experimentation frameworks.
Clear accountability at the leadership level.
This method builds momentum before budgets get cut, and not after results decline. It also helps leadership comprehend why paid media performs the way it does, thereby restoring confidence in the channel.
What High-Performing Companies Do Differently
Organizations that avoid prolonged plateaus tend to:
Consider paid media a system, not a standalone channel.
Invest early in clear tracking and robust integrations.
Welcome external challenges before performance drops.
Accept that most tests will fail, knowing the few successful ones will compound.
In this context, outsourcing isn’t about cost efficiency. It’s about maintaining strategic acuity as platforms and markets evolve.
Final Thought
The in-house versus outsourced debate oversimplifies a deeper question: who owns performance direction, and how often is it challenged?
As paid media platforms continuously evolve and automate, the companies that sustain growth aren’t those with the largest teams, but those with the clearest perspective.
As the new year arrives, it’s my job to present an end-of-year (EOY) PPC report that truly reflects our performance.
EOY reports are not merely extended versions of our monthly check-ins. Instead, they cater to a different audience—mainly the leadership team, who need a broader narrative.
Executed well, these reports set the stage for the upcoming strategies, garnering buy-in and positioning me as a strategic ally rather than just a campaign overseer.
Here’s my approach for creating an impactful EOY PPC report that engages leadership and sets us on a successful path for the new year.
1. Understanding My Audience’s Priorities
Launching a new campaign without defined goals and target audiences is unheard of, and the same goes for my EOY report.
This year, my clients include diverse leadership teams—from those new to me wanting concise summary reports, to detail-oriented CEOs desiring a rich narrative.
Instead of a generic template, I tailor each report to fit the unique needs of each audience, avoiding confusion and maximizing satisfaction.
If you’re unsure of your audience, engage your primary contact to better understand the report’s recipients, their focal points, and decision-making goals.
2. Building a Clear Executive Summary
My executive summary’s role is to quickly provide leadership with an understanding of our PPC performance.
It’s the gateway that frames everything that follows, and though taught to write it last, I start with it to shape the report’s flow.
Focusing on Key KPIs
I prioritize metrics vital to my audience—be it revenue, leads, or conversions—ensuring these are front and center in my summary.
Providing Context with Benchmarks
By leveraging year-over-year performance, target achievements, and industry benchmarks, I ensure leadership comprehends our standing without needing to guess.
These benchmarks provide busy executives with an immediate grasp of our performance, priming them for deeper insights and actions to follow.
3. Diving into Performance Details
Here, I delve into the ‘why’ behind our performance, illuminating the strategies and decisions driving key outcomes.
Whether limited to pivotal insights or an in-depth analysis, my focus remains on information supporting the summary and informing our future direction.
Highlighting Best Performers and Resource Allocation
By showcasing top-performing assets and how we distributed efforts, I help leadership see where we’ve excelled and intelligently invested resources.
Reflecting on Tests and Trends
Sharing tests and trends that have shaped our year helps leadership understand the evolution of our strategy and sets the stage for potential opportunities.
4. Considering External Influences
It’s crucial to frame our performance within the wider environment, highlighting external factors that influenced results either positively or negatively.
An Analysis of Digital and Economic Factors
From shifts in digital marketing channels to broader macroeconomic trends, I contextualize performance against external events, explaining both impacts and non-impacts.
5. Planning for What’s Next
Looking ahead, I focus not on pre-determined paths, but on our decision-making framework, assuring leadership of a structured plan for adapting to future changes.
Outlining Next Steps and Innovations
By sharing strategic moves tied to last year’s data, as well as exploratory initiatives and adaptation strategies, I foster confidence and excitement for the year to come.
Finalizing with a Leadership Lens
Before submitting, I ensure all data is clearly sourced, negatives are addressed up front, and all stakeholder queries have been thoroughly answered.
This reflective practice not only strengthens my relationship with stakeholders but also lays the foundation for seamless reporting in the years ahead.
I just discovered that Google Search Console has finally addressed the month-long delay in their page indexing report. It felt like a stroke of relief when I saw the report now displays data as recent as just a few days ago. This is the usual schedule for updates and I’m thrilled to have this crucial tool back on track.
Another piece of good news: emails notifying about indexing issues have resumed, so we site owners can stay informed directly through our inboxes once again.
Page Indexing Report. This indispensable tool helps me understand which pages on my site Google can find and index, along with highlighting any potential problems. It also allows me to submit any fixes and see if they’ve been successfully implemented. Previously, when the report was delayed, we couldn’t verify our fixes or check the indexing status of new and existing pages, which was quite frustrating.
Fixed Issues. Here’s a screenshot of the updated report, showcasing a more current date—December 14th—instead of the long-stagnant November 21st:
Besides, Google has also resolved the delays in performance reports just yesterday! It’s a relief to know that most significant reports are now functioning smoothly, though it’s always wise to stay prepared for potential future hiccups.
Why It Matters to Us. Over the past month, many of us struggled to provide up-to-date reporting to our SEO clients and stakeholders. With the recent fixes, we now have access to the latest data for both page indexing and performance reports.
This means we can get back to speed with our reporting tasks, just in time before the holiday season sets in.
For years, I’ve been fascinated by how PPC advertisers navigate the complexities of Google’s campaigns, especially Performance Max (PMax).
While the automation behind PMax is impressive, the lack of transparency has often been a source of frustration for me and many others.
Thankfully, Google has finally started to address some of these concerns with the introduction of the new Channel Performance report.
This guide is designed to help you understand the report, its benefits, and how you can leverage it effectively.
The Channel Performance report represents a major shift in how we can view and assess campaign performance.
Located under Campaigns > Insights and Reports > Channel Performance (beta), it’s a pre-built network report offering tabular and flow diagram data.
It’s currently exclusive to Performance Max campaigns but could potentially expand to other types in the future, hinting at a broader applicability.
Previously, getting insights into channel performance required tedious manual reports, or at best, third-party tools with limited capabilities.
Now, the Channel Performance report provides a direct, Google-native solution to this problem.
The report has two primary components: an account-level view and a campaign-level view, complete with a data table and a Sankey diagram.
The account-level view offers a new perspective with a convenient table displaying campaign and channel metrics, making it easier to analyze at a glance.
This view allows for sorting by different metrics, which is a handy way to compare and prioritize campaigns.
My favorite feature is the ability to switch segments, offering insights into ‘ads using product data’ versus ‘ads not using product data’, which was a significant challenge in understanding PMax campaigns.
Upon switching to the campaign-level view, you’ll notice a striking Sankey diagram that visualizes user interactions from impressions to conversions.
Though visually impressive, the data table below is more reliable for detailed analysis, showing performance metrics by channel and ad type.
For a deeper dive, I recommend exporting the data and using it in spreadsheets for comprehensive analysis.
However, the report has some drawbacks, like the misleading proportions in the Sankey diagram and lack of ratios in the data table.
Despite this, it offers valuable insights into which channels are genuinely delivering results, enabling you to maximize asset and traffic quality.
Utilizing placement data for quality control and customizing reports through Google Sheets can enhance your strategy.
Google has promised future features like API access, which will expand the report’s utility significantly.
As we continue to explore these insights, the challenge lies in accurately interpreting the data to make informed decisions.
Have you ever felt uneasy managing large catalogs in Google Performance Max, almost like you’re handing over your wallet to an algorithm? I sure have.
La Maison Simons faced a similar struggle. With too many products and not enough control, they decided to rebuild their segmentation using Channable Insights. This change turned their perplexing campaign into a revenue powerhouse.
Step 1: Stop segmenting by category
Initially, Simons divided campaigns by product category. It seemed like a good idea until their popular sweater consumed the entire budget, leaving less visible or new products unnoticed.
Static segmentation brought limited visibility and sluggish decision-making. Marketers were trapped with manual tweaks, while Google auto-focused on what’s already succeeding.
Step 2: Segment by performance
With Channable Insights, product-level data like ROAS and clicks now fuel dynamic grouping:
Products automatically transition between segments based on performance. As Etienne Jacques, Digital Campaign Manager at Simons, expressed:
“One super popular item no longer takes all the money.”
Step 3: Shorten your analysis window
Instead of the usual 30-day signals, Simons decided to use a rolling 14-day window. This means quicker reactions, more accurate decisions, and less wasted spend in a fast-paced catalog.
Step 4: Push the strategy across channels
Why limit the strategy to Google? Simons applied the same segmentation across:
Meta
Pinterest
TikTok
Criteo
This cross-channel consistency amplifies optimization.
Step 5: Watch the metrics climb
Simons unlocked impressive results without increasing ad spend:
ROAS growth: from ~800% to ~1500%
CPC decrease: $0.37 to $0.30
CTR lift: 1.45% to 1.86%
14% increase in average order value
1300% ROAS for New Arrivals campaigns
Faster workflows and fewer manual tweaks
Even previously invisible products turned into unexpected profit drivers with a spot in the limelight.
Step 6: Treat automation as control, not chaos
Automation has restored marketing control rather than taking it away. Now, teams can learn from data and actively influence product growth instead of leaving everything to PMax autopilot.
Your action plan
Classify products as Stars, Zombies, and New Arrivals.
Automate campaign reassignment based on real-time data.
Refresh product insights every 14 days.
Roll out segmentation logic to every paid channel.
Scale what wins – test what’s yet to succeed.
Aiming for Simons-style ROAS gains without raising ad spend? Start with a free feed and segmentation audit to enhance your product data quality.
I’ve noticed a significant shift in Google Ads as they now allow us to optimize bidding for view-through conversions (VTC) in Android App campaigns. This change highlights a growing emphasis on video-driven performance.
In the past, VTC was a subtle, behind-the-scenes signal within Google’s system. Now, it’s a visible option that allows me to focus on conversions that occur after an ad is seen, rather than clicked.
The shift. It’s evident that Google is steering app advertising away from traditional click-focused strategies, encouraging an approach centered around influence and incremental results. This is particularly beneficial for platforms like YouTube and in-feed video advertising.
This update means our bidding strategies align more intuitively with the actual ways users discover and install apps today.
Why it matters to me. This flexibility allows me to go beyond mere clicks, enhancing measurement metrics for video-centric app campaigns. It’s an exciting validation for those of us invested in upper-funnel marketing activities.
Who benefits the most? Advertisers who prioritize video content and focus on creating awareness and engagement. This is a game-changer for teams oriented towards long-term growth, not just immediate installs.
What I’m keeping an eye on:
How Google’s attribution models affect campaign reliance
Potential shifts in Cost-Per-Acquisition expectations
The growing importance of creative quality over click-centric strategies
First seen by. I came across this update thanks to Rakshit Shetty, a Senior Performance Marketing Executive who first spotted this change.
Bottom line. Google is elevating view-based data for app campaigns to a priority status, marking a shift towards a performance marketing strategy led by AI and agnostic of sales funnels.
