skill-128-performance-max-channel-performance

Skill 128: Performance Max Channel Performance

Purpose

Extract available performance data from Performance Max campaigns including asset group performance, network distribution, and placement insights. Identify optimization opportunities despite PMax's limited visibility.

Data Requirements

Data Source: Custom GAQL Required

Performance Max data requires custom queries for asset group and placement insights.

GAQL Queries:

Campaign-level:

SELECT
  campaign.name,
  campaign.id,
  campaign.status,
  campaign_budget.amount_micros,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions,
  metrics.conversions_value
FROM campaign
WHERE campaign.advertising_channel_type = 'PERFORMANCE_MAX'
  AND segments.date DURING LAST_30_DAYS

Asset Group:

SELECT
  campaign.name,
  asset_group.name,
  asset_group.status,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions
FROM asset_group
WHERE campaign.advertising_channel_type = 'PERFORMANCE_MAX'
  AND segments.date DURING LAST_30_DAYS
ORDER BY metrics.cost_micros DESC

Network Distribution:

SELECT
  campaign.name,
  segments.ad_network_type,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions
FROM campaign
WHERE campaign.advertising_channel_type = 'PERFORMANCE_MAX'
  AND segments.date DURING LAST_30_DAYS

Run via /google-ads:get-custom.

Analysis Steps

1. Identify PMax campaigns: Locate all Performance Max campaigns in account
2. Fetch performance data: Run GAQL queries for campaign, asset group, and network data
3. Analyze asset groups: Compare performance across asset groups
4. Review network distribution: Assess spend allocation across networks
5. Compare to standard campaigns: Benchmark PMax CPA/ROAS against Search/Display

Thresholds

Condition	Severity
PMax CPA > 50% above Search campaign CPA	Critical
Asset group with "Low" strength and high spend	Warning
>70% spend on Display network with poor conversions	Warning
No first-party audience signals configured	Info

Output

Short format (default):

## Performance Max Audit

**Account:** [Name] | **PMax Campaigns:** [X] | **Issues:** [Y]

### Campaign Overview
| Campaign | Cost | Conv | CPA | ROAS |
|----------|------|------|-----|------|
| [Name] | $[X] | [Y] | $[Z] | [%] |

### Asset Group Performance
- **[Asset Group]**: [X] conversions, $[Y] CPA → Top performer
- **[Asset Group]**: [X] conversions, $[Y] CPA → Review assets

### Network Distribution
| Network | Spend % | Conv % | Efficiency |
|---------|---------|--------|------------|
| Search | [X]% | [Y]% | [Good/Poor] |
| Display | [X]% | [Y]% | [Good/Poor] |

### Recommendations
1. Improve [Asset Group] asset strength
2. Review high Display spend with low conversions

Detailed adds:

• Full asset group breakdown
• Placement insights (where available)
• PMax vs standard campaign comparison
• Audience signal recommendations