Feed-Based vs. Asset-Based (PMax)

Feed-based and asset-based are not official Google report types. They refer to Performance Max built on a Merchant Center feed or on your own assets.

“Feed-based” and “asset-based” are not terms from Google’s reports. The earlier version of this entry turned them into two traffic types in the channel report. That is not documented. The distinction is still useful if you read it as a description of the data basis.

Where the distinction comes from

Performance Max can run on two foundations. One is a product feed from Merchant Center. The other is assets, meaning text, images, logos and videos that you provide yourself.

Google itself uses the term “feed-only”. In the help for asset testing, it describes an asset group that uses only a product feed. A test there adds extra assets and compares both variants.

There is no definition of “feed-based” or “asset-based”. People who use the words usually mean: a campaign with a feed or a campaign without one.

What the channel report really shows

The channel performance report for Performance Max lists channels: Google Search, Display, YouTube, Discover, Maps, Gmail and Search partners. It says nothing about feed traffic or asset traffic.

Product data shows up elsewhere. The report has the segment “Ads using product data” and the diagnostic “Product feed issues”. With these you can see whether ads are based on product data.

The common equation “feed equals Shopping, assets equal Display and YouTube” is not in this documentation. Do not rely on such a rule of thumb.

How it differs from search themes and the channel report

Search themes are a signal with which you give Google hints about your offer. They are neither a feed nor an asset. They add to both.

The channel report answers where your ads run. Feed or assets answer what the ads are built from. These are different axes, not two sides of one.

For sales goals, Google’s help recommends using the feed as a starting point and also maintaining text, images and videos.

What this means for your account

With a feed, product data quality is the biggest lever. Titles, descriptions, images, current prices and availability all count. Custom labels help you split important products into their own asset groups.

Without a feed, for example for service providers, everything depends on assets. For store goals, Google’s help requires all asset types, including headlines, descriptions, images, a logo and video.

First check which goal your campaign has. Then decide whether a feed is needed.

Limits of the rule of thumb

A pure feed campaign is a special case. Google’s help describes it as a test subject. In its optimization tips, Google recommends additional assets for sales goals. Only a test shows whether it makes sense for you.

Also, according to the help, text customization does not apply to Shopping ads. Anyone who expects different results from a feed than from assets should therefore not count on generated text across the board.

Frequently asked questions

Does Google Ads have a report for feed-based and asset-based traffic?

No. The Performance Max channel performance report does not use these terms. It shows channels such as Search, Display and YouTube. For product data there is the segment 'Ads using product data'. The split is a rule of thumb from practice.

What is a feed-only campaign?

In its help, Google describes an asset group that uses only a Merchant Center product feed. There it serves as the control group in a test where additional assets are added.

Does Performance Max need a feed?

No. For sales goals with products, the feed is the starting point. For store goals, Google requires all asset types, meaning text, images and videos. The goal of your campaign decides the basis.