Performance Max reporting in Google Analytics

Google Analytics 4 (GA4) has replaced Universal Analytics (UA). Starting on July 1, 2024, you will lose access to Universal Analytics data in your account, the API, and in Google Ads. If you haven't completed the migration, go to the Setup Assistant to get started with Google Analytics 4. 

Performance Max is a goal-based campaign that allows you to access all Google Ads inventory from a single campaign.

Reporting is streamlined in Google Ads for performance-focused purposes. However, there are a few things to consider about how Performance Max campaigns show up in Google Analytics products.

Things to consider

  • A Performance Max campaign is still a Google Ads campaign. Therefore, all considerations about Google Analytics and Google Ads apply to Performance Max campaigns too.
  • Performance Max campaign reports work as intended within the “Campaigns” tab. Performance Max campaign data may be split across multiple rows when used in combination with the Campaign, Campaign ID, or Campaign ID dimensions. It’s recommended to use the “Campaigns” tab on such occasions.
  • Filters (reports, views, or the combination of both) that aren’t compatible with Performance Max campaigns, for example, Ad group, Campaign terms, and Campaign content may cause stats to display incorrectly. It’s best practice to remove these filters before trying to view a Performance Max campaign’s report.
  • Performance Max counts conversions, which come from Engaged-view conversions, while Google Analytics by default doesn’t count these key events. Learn more about how to set up and manage key events in GA4.
Note: Upgrade to Google Analytics 4, which fully supports Performance Max campaign reporting.

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