What you can't see

What does the panel show?

For the window, the account's spend split three ways, by campaign and by week:

• Search term shown: searches whose term Google reports, the terms you work on the search terms page.
• Search, no term shown: searches Google served but reports no term for.
• Other channels: every other network, such as YouTube, Gmail, Display, Discover and Google TV.

The three always make up the whole of the spend Google reports by channel, which matches the campaigns' spend once each day has settled. It is read from Google at every sync, campaign by campaign and channel by channel.

Why might a day not add up?

Google can still be settling a day's figures when it is read. The panel counts the campaign-days whose channels do not yet match the spend, names the latest of them with its channel total against its spend, and marks each campaign's days still settling; the next sync reads them again. Until then the panel shows the channels as read, never a figure made to fit.

Where do Maps and YouTube go?

A search on Google Maps is search: it carries a term, and a negative reaches it. On YouTube, searches whose term Google shows count as term shown; the rest of YouTube, its video ads and its searches with no term shown, counts as another channel.

What reaches each part?

Channels and what reaches them opens a campaign's channels, each with its own spend, conversions and return, and what acts on each part:

• Terms shown: the search terms page, filtered to that campaign.
• No term shown: a negative stops a search whether or not Google shows its term, so the account-level negative list and the lists attached to the campaign reach it. Brand exclusions are set in Google Ads.
• Other channels: on a Search campaign, Turn the Display Network off, through the usual confirm. Turn Search Partners off sits beside it and stops the search partner spend, which is counted in the two search parts above. Performance Max chooses its channels itself; Google has announced channel controls for it that the Google Ads API does not yet offer, so Adintel cannot switch them. Display, Video and Demand Gen campaigns run on these channels by design.

Does this change anything else?

It is a measurement: nothing in the briefing, the anomalies or the audit reads it, and it suggests nothing on its own. The Recommendations page reads the same channel figures when it judges Google's Search Partners, Display Expansion, sitelink, callout and call asset recommendations.