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Google Ads rolls out built-in video analytics without formal announcement

New video analytics feature spotted in Google Ads interface provides unified performance data across campaign types.

Luis Rijo

• 5 min read
Video analytics interface in Google Ads showing performance metrics, audience retention data, and format filtering options.
Video analytics interface in Google Ads showing performance metrics, audience retention data, and format filtering options.

A new video analytics feature has appeared in Google Ads accounts, giving advertisers unified video performance insights across all campaign types without any formal announcement from Google. According to Search Engine Land, the built-in Video Analytics tool went live on June 30, 2025, appearing as a dedicated "Videos" tab under the Assets section.

The feature was first discovered when Senior Google Ads Campaign Specialist Aleksejus Podpruginas spotted the new interface and shared it through PPC News Feed. According to PPC News Feed, "This update was shared by Aleksejus Podpruginas" after he observed the analytics view in the Google Ads user interface.

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Summary

Who: Google Ads platform users and digital advertisers managing video content, with feature discovery credited to Senior Google Ads Campaign Specialist Aleksejus Podpruginas.

What: Built-in video analytics tool providing unified video performance insights, demographic breakdowns, format filtering, and engagement metrics within Google Ads interface, rolled out without formal announcement.

When: June 30, 2025, as reported by Search Engine Land, with initial discovery on June 29, 2025, as documented by PPC News Feed.

Where: Available in Google Ads platform under Assets section as dedicated "Videos" tab, consolidating data from Performance Max, Demand Gen, GDN with video assets, and video-only campaigns.

Why: Addresses advertiser demands for centralized creative analysis capabilities, supports optimization of AI-driven campaigns that increasingly rely on asset performance, and provides transparency into video creative effectiveness across Google's advertising ecosystem.

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According to Search Engine Land, advertisers now find "a dedicated 'Videos' tab under the Assets section" that consolidates video assets across campaign types including Performance Max (PMax), Demand Gen, Google Display Network with video assets, and video-only campaigns. The publication notes this development provides "a unified view of video performance across all campaign types."

The dashboard offers several analytical capabilities designed for creative optimization. According to Search Engine Land, the interface includes "filtering by format (like Shorts or In-Stream)" and "breakdowns by audience demographics (age, gender), devices, and more." The system also provides "engagement metrics per video asset—like views, audience retention, and drop-off points."

According to PPC News Feed, the analytics view enables users to "filter by video format (e.g. Shorts, In-Stream)" and "segment performance by age, gender, device, and more." The platform states advertisers can "select and analyze specific videos for detailed engagement metrics."

The technical implementation integrates with existing campaign structures without requiring configuration changes. According to PPC News Feed, the feature includes "both a summary of all active videos and detailed analytics per video" within the Google Ads interface. This unified approach addresses previous workflows that required navigating between different platform sections to evaluate video performance.

Creative analysis workflows previously required external tools or manual data compilation from multiple Google Ads sections. According to Search Engine Land, "Creative analysis/optimization is now easier" because "the new 'Videos' tab centralizes performance data for all video assets across campaign types—like Performance Max and Demand Gen—into one unified view."

The timing aligns with Google's broader emphasis on AI-driven campaign optimization, particularly for Performance Max campaigns that rely heavily on automated asset selection. According to Search Engine Land, "With AI-driven campaigns like PMax increasingly relying on asset performance, Google is handing advertisers a much-needed lens into the effectiveness of their video creatives."

Video content continues gaining prominence across Google's advertising surfaces, making performance visibility increasingly important for advertisers. YouTube Shorts alone generates over 50 billion daily views, while visual-first platforms like Discover and Gmail present additional opportunities for video engagement. Performance Max campaigns utilizing video assets have historically shown strong performance, with Google internal data indicating 12% average conversion increases for advertisers incorporating video content.

The feature rollout follows a pattern of gradual Google Ads updates discovered by users rather than formal announcements. Recent transparency improvements for Performance Max campaigns demonstrate Google's ongoing response to advertiser demands for greater visibility into automated campaign performance.

According to PPC News Feed, "This built-in reporting feature enables advertisers to evaluate creative effectiveness and optimize without leaving the platform." The consolidated interface reduces analysis complexity by bringing together video performance data that was previously scattered across different campaign types and reporting sections.

Asset performance transparency has become increasingly important as Google expands its automated campaign offerings. The company previously addressed similar transparency concerns with Performance Max channel reporting, which launched in May 2025 after significant advertiser feedback about campaign visibility limitations.

Demand Gen campaigns, which focus specifically on visual storytelling across YouTube, Discover, and Gmail, particularly benefit from enhanced video analytics capabilities. Google has positioned Demand Gen as its primary visual advertising solution, replacing older YouTube video action campaigns with expanded inventory options across Google's visual surfaces.

The video analytics implementation represents one component of Google's broader asset reporting enhancements discovered throughout 2025. Recent API updates introduced additional metrics including impressions, clicks, and cost data for asset groups across multiple campaign types.

According to Search Engine Land, the development addresses practical advertiser needs: "This streamlines creative analysis, helps identify top-performing videos faster, and makes it easier to optimize campaigns based on audience engagement—all without switching tools or platforms." The unified interface design eliminates friction points that previously required multiple tool usage for comprehensive video performance analysis.

Audience retention data provides particularly valuable insights for video optimization strategies. Drop-off point analysis reveals where viewers disengage with content, enabling advertisers to identify optimal video lengths and messaging sequences. Age and gender demographic breakdowns further refine targeting strategies by highlighting audience preferences for specific creative approaches.

The feature's integration with existing campaign structures ensures compatibility with current advertising workflows. Asset groups within Performance Max campaigns automatically populate the Video Analytics interface, while Demand Gen video content appears alongside other creative elements within the consolidated view.

Performance data consolidation becomes increasingly valuable as advertisers manage larger asset libraries across multiple campaign types. Complex accounts with numerous video variations across different campaigns benefit from unified reporting that simplifies performance comparison and optimization prioritization. The filtering and segmentation features enable efficient analysis of large creative datasets without requiring external reporting tools.

Google's emphasis on creative optimization tools reflects the competitive landscape's increasing focus on visual content performance measurement. Social media platforms and other advertising channels provide extensive creative analytics, making comprehensive video insights essential for maintaining competitive positioning within the digital advertising market.

The implementation supports Google's strategic direction toward AI-powered creative optimization while maintaining advertiser visibility into creative performance. Enhanced analytics enable data-driven creative decisions that complement automated optimization systems, addressing advertiser concerns about reduced control in AI-driven campaigns while leveraging automation benefits.

Industry adoption of video content across digital advertising platforms creates demand for sophisticated analytics tools that provide actionable insights. The native video analytics addresses this market requirement while providing integration advantages within Google's broader campaign management ecosystem, distinguishing the offering from fragmented analytics solutions requiring multiple platform integration.

Asset-level reporting capabilities extend beyond video content to include comprehensive creative performance analysis across Google's advertising platform. The expanded metrics encompass impressions, clicks, and cost data across Search and Display campaigns in addition to Performance Max and Demand Gen, providing advertisers with complete creative performance visibility.

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