Google Expands PMax Product Reporting: Why Your Metrics Just Jumped
Google updated Performance Max product reporting on June 15 to include all networks. Here's why your metrics spiked and what to do about it.
On June 15, Google updated product-level reporting for Performance Max campaigns to pull in data from all eligible networks, not just Search. For many advertisers, the result was an immediate and visible spike in impressions, clicks, costs, and conversions. Nothing about campaign performance actually changed. The bigger numbers reflect a wider reporting scope, and that distinction matters a great deal when you are reporting results to clients or comparing month-over-month figures.
What happened
| Detail | Fact |
|---|---|
| Effective date | June 15, 2025 |
| What changed | Product reporting now covers all eligible networks |
| Networks added | Video, App, Demand Gen (via Google Merchant Center), all PMax networks |
| Previous scope | Search network and Standard Shopping campaigns only |
| Metrics affected | Impressions, clicks, cost, conversions |
| First flagged by | Google Ads specialist Bia Camargo |
Before June 15, when you pulled a Performance Max product report, the cost and conversion figures you saw came only from Search network activity and Standard Shopping campaigns. That was a long-standing gap. Google Merchant Center-connected products could be running across Video, App, and Demand Gen inventory and generating activity that simply did not show up in your product-level view.
The update closes that gap. Product reports now aggregate data across all Performance Max networks, Video campaigns, App campaigns, and Demand Gen campaigns where the feed is connected through Google Merchant Center.
Why does this cause a sudden spike in metrics?
The numbers went up because more activity is now counted, not because campaigns got better. If a product had been generating clicks and conversions through Video or App placements before June 15, that activity was invisible in product reports. Now it is included. The result is a one-time step-change in reported figures for accounts that run PMax across multiple inventory types.
Historical data before the cutoff still reflects the old, narrower scope. That makes any direct before-and-after comparison unreliable. A month-over-month chart will show a cliff edge at June 15 regardless of what actually happened to performance.
What advertisers should do
- Flag the June 15 date as a reporting break in any dashboard or client report that covers that period.
- Use the “Network (with search partners)” filter inside Performance Max reports to see which networks are driving which activity.
- Add a note to month-over-month reports explaining that the increase reflects expanded measurement scope, not campaign improvement.
- Avoid using pre-June-15 product data as a performance baseline when evaluating current campaign health.
If you manage paid campaigns and need help structuring clean reporting around updates like this, our Performance Advertising service includes ongoing account oversight and reporting hygiene.
Our take
This is the kind of platform change that quietly damages client relationships if you do not catch it first. An account manager who does not know about the June 15 change could walk into a review meeting, show a chart with a big spike, and either take undeserved credit or, worse, make optimisation decisions based on a measurement artifact rather than real performance data.
The reporting improvement itself is genuinely useful. Knowing how individual products perform across Video and App placements, not just Search, gives you a much richer picture of where a product earns its keep. The problem is the transition, not the destination.
Google Ads specialist Bia Camargo was the first to flag the change publicly, warning advertisers to prepare clients for what would look like performance gains but are actually the result of expanded measurement. That is the right framing. The expanded scope is a step forward for cross-channel product advertising transparency, but the historical data break is a real operational headache that requires active communication.
If your reporting setup does not already include annotation layers for platform changes, this is a good reminder to build that habit. One annotation on June 15 saves a lot of confused client questions.
Frequently asked questions
Why did my Performance Max metrics suddenly increase in June 2025?
On June 15, 2025, Google expanded product-level reporting for Performance Max to include all eligible networks, not just Search. The spike in impressions, clicks, cost, and conversions reflects the wider reporting scope, not an actual improvement in campaign performance.
Does the Performance Max reporting change affect historical data?
Pre-June-15 data reflects only Search network and Standard Shopping activity. Post-June-15 data includes Video, App, Demand Gen, and all PMax networks. The two periods are not directly comparable, so month-over-month comparisons need a clear annotation.
What networks are now included in Performance Max product reporting?
As of June 15, 2025, product reports include all Performance Max networks, Video campaigns, App campaigns, and Demand Gen campaigns where the product feed is connected via Google Merchant Center.
How do I break down Performance Max data by network?
Use the 'Network (with search partners)' filter inside your Performance Max reports to see which networks are contributing to each metric.