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A new feature is being introduced in the Performance Max reporting within Digital Phablet, aiming to provide advertisers with a clearer picture of their campaign spending across different channels. This update includes a toggle that displays the “Share of Cost” for each channel in your Performance Max campaigns, enabling more precise budget analysis.
The feature was highlighted by Thomas Eccel, who shared a screenshot demonstrating the new cost slider. By activating this slider, users can see how much of the overall campaign budget each channel is consuming, giving a straightforward way to assess allocation.
There are three key advantages to this new toggle for advertisers:
1. It reveals the exact percentage of total campaign spend attributed to each channel or network.
2. When analyzing the “Share of Cost” alongside conversion share and value, you can identify if a channel is overspending relative to its performance. This insight is vital for making informed optimization decisions.
3. If a highly effective placement shows a small share of the total spend but delivers a strong return on ad spend (ROAS) or maintains a low cost per acquisition (CPA), it indicates potential for expansion and additional conversions without extra cost.
This enhancement offers a more granular view of ad spend distribution, helping advertisers allocate resources smarter and improve campaign performance effectively.
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