Google has expanded product-level reporting in Performance Max to cover every network, causing a one-time increase in reported impressions, clicks and other metrics for PMax campaigns. The spend did not change, the reporting did, so annotate the jump before anyone mistakes it for growth.
A number that jumps because the definition changed is not a result. It is a footnote.
Google has expanded product-level reporting in Performance Max to cover every network. If you run PMax with a Merchant Centre feed, expect a one-time jump in reported impressions, clicks and other metrics. The spend did not change. The reporting did.
Until now, product performance data like cost and conversions only showed up for products serving on Search and in Standard Shopping campaigns. From June 2026, Google is reporting product metrics across all networks a PMax campaign touches, plus Video, App and Demand Gen. The result is more complete data and a set of numbers that will look bigger than last month for no real reason.
That is the trap. A metric that climbs because Google changed what it counts is not a performance gain. Treat it as one and you will draw the wrong conclusion about what is working.
Why it matters
Performance Max is a black box, and product reporting was one of the few windows into what it was actually doing. More network transparency is a real gain. It lets you see which channels inside PMax are carrying your products instead of trusting one blended number. The risk is that the one-time metric bump gets mistaken for growth, especially by anyone reporting up to a boss who does not know the reporting rules just changed.
Product reporting in Performance Max now spans every network the campaign runs on, not just Search and Standard Shopping. Source: Search Engine Land.
What to do about it
Annotate the change in your reports now. When impressions and clicks jump this month, the note explaining why should already be there.
Compare like for like. Do not put pre-change and post-change numbers side by side and call the difference performance.
Use the new network view. This is your chance to see which channels inside PMax are pulling weight and which are riding along.
Point your CFO at conversions and cost per acquisition, not impressions. Those survive a reporting change. Vanity metrics do not.
More visibility into Performance Max is worth having. Just make sure the first thing it shows you is not a number that only went up because Google moved the goalposts.