Just in time for Halloween, Google Ads has rolled out a treat for some selected accounts—a new “segment” feature for PMax campaigns! Here’s what you need to know about this update and how it can help you optimize your campaigns.

The new “segment” option is now available in Table View for PMax Asset Group Performance. This feature allows you to view segmented performance data, giving you deeper insights into how your asset groups perform across various dimensions.

What you can segment by

You now have the ability to segment your data by:

1. Time – View performance across different time periods.
2. Click type – Understand where your clicks are coming from (always “cross network” clicks in PMax).
3. Conversions – Track conversion values and actions (a powerful addition!).
4. Device – See which devices are driving the most value.
5. Network – Analyze “cross network” performance.
6. Top vs. Others – Compare your top performers against other assets.

Spotlight on Conversion Segmentation

The Conversion Segment is the star of this update. After three years, Google Ads has finally introduced the ability to analyze conversion values across different conversion actions. One particularly handy feature in this segmentation is “Days to Conversions.”

Days to Conversions helps you understand the time each asset group takes to convert users. This insight is invaluable for identifying which asset groups are most effective at moving customers through the funnel quickly. Knowing the average conversion time for each asset group allows you to adjust your bidding, budgets, and campaign timelines more precisely.

This new segmentation feature provides a clearer picture of what’s working and where there’s room for improvement. With these insights, you can optimize your PMax campaigns to drive higher conversions, allocate resources more efficiently, and better understand your audience’s behavior.