Google appears to be rolling out the Performance Max Channel Performance report at the MCC level, giving agencies and large advertisers a long-awaited view of channel-level performance across multiple accounts.
What’s new: The Channel Performance report, previously limited to individual accounts, is now surfacing in some manager (MCC) accounts. Google had previously confirmed the feature was coming, but this marks one of the first confirmed sightings in live environments.
Why we care. MCC-level visibility allows agencies to analyze how Performance Max allocates spend and drives results across channels—Search, Display, YouTube, Discover, Gmail, and Shopping—without logging into each account individually. That’s a major efficiency gain for teams managing large portfolios.
What to watch. When and how quickly the feature becomes available across all MCCs, and whether Google expands the report with deeper metrics or export options.
First seen. This update was first picked up by head of Ecommerce Insights at Smarter Ecommerce, Mike Ryan, who very recently published a guide on How to use Google’s Channel Performance reports.
Bottom line. MCC-level Channel Performance reporting signals another step toward making Performance Max less of a black box—especially for agencies that need cross-account insight at scale.
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