#Google adds segmentation to Performance Max Asset Groups
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Google Ads now offers a “segment” option for Pmax Asset Group performance, enhancing optimization potential for campaign performance.
This has been a highly requested feature for years, and Google has now delivered, enhancing the ability to monitor and optimize PMax campaigns.
Why we care. This new segmentation tool empowers you to slice data directly in the Table View, allowing for deeper analysis of campaign performance. Notably, you can now see specific conversion actions and track the “days to conversion,” providing critical insights into the timing and value of conversions across different asset groups.
With the UI having been a point of contention for advertisers in the past, this new ease in segmenting performance is a step in the right direction.
How it works. The segmentation feature enables advertisers to break down Pmax Asset Group performance by:
- Time
- Click Type (consistently set to cross-network clicks)
- Conversions
- Device
- Network (showing cross-network by default)
- Top vs. Others
Key feature spotlight. The “Conversions” segment opens up new possibilities for Pmax users. It allows for the analysis of conversion values based on different actions and tracks “days to conversion,” which details how long it takes for each asset group to drive conversions.
This insight enables advertisers to better understand the performance journey of their users and make data-driven adjustments to optimize for faster conversions.
First seen. This update was first seen by Thomas Eccel on LinkedIn, who noted that fellow marketers Meltem Balcia and Carolin Carvalho da Silva brought it to his attention.
What’s next. As the segmenting feature is gradually rolled out, more accounts will gain access to these detailed insights, which will support advertisers in refining campaign strategies and understanding user behavior more precisely.
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
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