Google Ads API v23: Cracking the Performance Max “Black Box”

The release of Google Ads API v23 marks a turning point for Performance Max (PMax) transparency. Historically criticized as a “black box” campaign type, PMax now offers granular, channel-level reporting that allows advertisers to see exactly where their budget is being spent and which networks are driving results.

The headline update is the move away from the generic MIXED value in the ad_network_type segment. Starting with v23, the API returns specific channel enumerations, providing the transparency that sophisticated advertisers and developers have requested for years.

Key Technical Upgrades in v23

The transition to v23 requires a shift in how reporting systems parse data. Here is the breakdown of what has changed “under the hood”:

• Channel Breakouts: Instead of a single aggregated metric, you can now retrieve performance data for Search, YouTube, Display, Discover, Gmail, Maps, and Search Partners.
• Multi-Level Visibility: This data is available at the Campaign, Asset Group, and Asset levels. This means you can see how a specific image or video creative performs on YouTube versus the Display Network.
• The Enum Shift: Developers must update their systems to handle specific network enums (e.g., YOUTUBE_WATCH, SEARCH, DISPLAY) rather than the legacy MIXED The result that was standard for PMax in previous versions.

Strategic Applications: Combining v23 and v22 Data

The real power of this update emerges when you combine v23 channel reporting with segments introduced in v22 (released late last year):

• Isolating Product Performance: Use the ad_using_product_data segment alongside the new channel enums to see exactly how your Merchant Center Shopping ads are performing on Google Search, specifically, compared to Dynamic Remarketing on the Display Network.
• Video Efficiency: Combine ad_using_video with channel data to understand the conversion value of your video assets on YouTube versus the Discover feed.
• Creative Refinement: By seeing which assets resonate on which platforms, you can tailor your messaging. For example, if an asset group underperforms on Gmail but excels on Search, you can adjust the copy to better fit a “research-intent” mindset.

Important Constraints for Deployment

While this update is a massive leap forward, there are several limitations to keep in mind for your Q1 reporting:

Technical Watchlist:

• Historical Data Cap: Channel-level reporting is only available for dates on or after June 1, 2025. Any queries prior to this date will return legacy aggregated values.
• API Exclusivity: Channel reporting at the Asset Group level is currently exclusive to the API. It will not appear in the standard Google Ads web interface.
• Attribution Nuance: While v23 shows where the final interaction occurred, it does not yet provide a full multi-touch attribution path across these channels within a single PMax campaign.