• by Laurie Sullivan , November 6, 2025

Google has been criticized for more than a decade for not giving advertisers the data needed to make decisions on their own -- data that is often used to optimize campaigns and determine ad and audience targeting.

When Google built extensive technology based on artificial intelligence (AI), it gave advertisers even less data, asking them to trust automation and AI. 

On Thursday, advertisers gained increased transparency and data in Performance Max, an ad campaign platform, with “channel performance” accessible across Google's channels and search partners.

The move clearly addresses opening the black box and broadening limited access to data such as impressions, interactions and results. The data empowers advertisers to make more informed decisions based on their own judgement.

In the coming weeks, advertisers will gain specific reporting on search partners and access the channel performance report via Google Ads manager accounts (MCC), the place where advertisers can view and manage multiple other Google Ads accounts from one location. 

Google also made it easier to use Performance Max for store goals campaigns. Businesses now have a “pin” to appear as “promoted places in navigation” in a user's map.

The channel performance page also will suggest other reports for the advertisers to review. For example, when advertisers want to learn more about search campaigns, they can go to the search terms report, or go to the placement report to see where people view a display or YouTube ad. 

For U.S. advertisers using Performance Max for in-store goals, these ads are now available without an additional setup. The platform automatically uses the advertiser’s existing assets to optimize campaigns for store visits, store sales, or "local actions directions."

The update also integrates Waze ads for all U.S. advertisers using Performance Max for store goals, helping drive in-store sales ahead of the holiday season by automatically promoting business locations on the Waze map and directing nearby customers, with no extra setup needed.

The platform will expand Waze inventory to additional markets beyond the U.S. in 2026.