Google has quietly rolled out one of the most requested updates from advertisers: site-level reporting for the Search Partner Network. This new reporting finally shows where your ads appear outside of Google, giving you the data needed to evaluate whether Search Partners deserve a place in your budget. You can view the official update in Google’s Help Center.
What changed in Search Partner reporting?
The update applies to Search, Shopping, and App campaigns. Advertisers can now see which partner sites displayed their ads and the number of impressions generated by each.
This mirrors the placement data available in Performance Max campaigns, extending that same visibility to Search Partners.
The move follows other improvements Google has made around partner quality. Earlier this year, brand safety pre-screening options were introduced with IAS, DoubleVerify, and Zefr. Google also confirmed that parked domains will be opted out by default before the end of 2025.
With this latest update, advertisers now have the missing visibility layer needed to make more informed choices.
How advertisers are reacting
The change was first flagged by Anthony Higman, who shared on X that while he still does not plan to participate in the network, the update was “unprecedented” and long overdue.
Other voices in the industry echoed a similar balance of enthusiasm and scepticism. Mike Ryan pointed out that the data currently shows impressions only, calling it the “PMax version.”
Meanwhile, Aaron Levy highlighted the step forward on LinkedIn, framing it as a major win for advertisers who have wanted this clarity for years.
Why this matters and how to take action
Without reporting, it was difficult to justify Search Partner opt-ins. Now, advertisers finally have placement data to check if sites align with brand standards and whether traffic quality is worth the spend.
Here are some practical steps to make the most of this change:
- Run a placement audit. Pull your reports and exclude sites that clearly do not align with your brand values.
- Go beyond impressions. Even though this update reports impressions only, combine it with your conversion data to identify which placements drive useful outcomes.
- Revisit campaign opt-ins. If you previously avoided Search Partners, it may now be worth testing again, but set clear guardrails and performance metrics.
- Evaluate Smart Bidding. Monitor conversion quality and modeled data closely, rather than assuming Smart Bidding will balance partner traffic perfectly.
Final thoughts
This update does not remove every limitation, but it finally gives advertisers real insight into Search Partner placements. For the first time, you can make data-driven decisions about whether Search Partners support or hurt your campaign goals.
