Google quietly rolled out a change advertisers have needed for years: site-level reporting for the Search Companion Community.
Till now, advertisers might solely choose in or out, with little understanding of the place their adverts truly confirmed.
This replace lastly offers visibility into the place budgets are spent outdoors of Google.
Google lists this as an August 2025 replace in its Assist Middle, nonetheless it wasn’t introduced widespread.
Learn on to grasp the replace from Google, how advertisers are reacting, and what you are able to do with this new degree of knowledge.
What Modified in Search Companion Reporting?
The brand new reporting applies to Search, Purchasing, and App campaigns. You’ll now see which companion websites served your adverts and what number of impressions every one acquired.
Consider it because the type of placement information we already get in Efficiency Max, simply prolonged to Search Companions.
This replace follows different strikes Google has made to handle long-standing considerations about companion high quality.
Earlier this 12 months, they launched model security pre-screening choices with IAS, DoubleVerify, and Zefr. Additionally they mentioned parked domains can be opted out by default earlier than the tip of 2025.
This visibility layer feels just like the lacking piece that makes the remainder of these updates extra usable.
How Are Advertisers Reacting to This Replace?
The replace on Search Companion Community reporting was first discovered by Anthony Higman, who took to X (previously Twitter) to share his opinion.
Higman said:
Nonetheless Most Probably Wont Be Taking part In The Search Companion Community However This Is Unprecedented And What ALL Advertisers Have Been Requesting For A long time! Truthfully NEVER Thought I Would See This Day.”
Others gave some versioning combination of applauding Google for giving information to advertisers that they’ve been asking for for years, whereas additionally being considerably skeptical.
Mike Ryan replied to Higman together with his ideas:
I imply, good step but in addition, it’s the PMax model: impression information solely.
Aaron Levy shared his ideas on LinkedIn, stating that it is a main step in the appropriate path for Google.
Why This Issues & The best way to Take Motion
With out Search Companion Community reporting, it was powerful to justify opting in. Now advertisers lastly have information to audit the place adverts run, determine if it suits model requirements, and see if companion site visitors provides any actual worth.
That mentioned, the replace is just nearly as good because the motion that advertisers take with the knowledge accessible.
Some websites gained’t align with model pointers. Others might generate clicks however fail to drive high quality conversions.
The distinction is now you can level to precise information when making choices, fairly than counting on intestine really feel.
Right here’s some fast tips that could make this replace actionable:
- Run a fast placement audit. Pull the report and examine for websites that don’t align together with your model. Exclude what’s clearly not a match.
- Look past impressions. Whereas this reporting is just restricted to impressions, use your individual conversion information to determine which placements are driving helpful site visitors versus noise.
- Revisit opt-in of campaigns. Many advertisers prevented Search Companions altogether due to the black field. Now it might be price testing once more, however do it with outlined guardrails and success metrics.
- Strain take a look at Sensible Bidding. Google leans on Sensible Bidding to stability Search Companion efficiency, however don’t assume it’s good. Keep watch over conversion high quality and modeled conversions earlier than scaling.
Ultimate Ideas
If you happen to’ve been skeptical of Search Companions, this replace is an opportunity to take one other look with information in your aspect.
If you happen to’ve already been opted in, you lastly have a technique to show which placements assist your campaigns and which of them don’t.
Backside line: advertisers now have an extended overdue view into the Search Companion Community. With extra visibility comes a bit extra management, and smarter conversations about whether or not Search Companions deserve a spot in your Search campaigns.
Will you be opting into Search Companion Community with this new reporting replace?
