Week of Aug 25, 2025
11 changes logged the week of Aug 25, 2025, 1 high impact; 1 took effect. Open this week in the change history.
Google Ads
- Performance Max channel reporting became available at the account level across campaigns
Thomas Eccel found the channel performance report now available at account level so multiple PMax campaigns can be compared together. Google did not announce the expansion. Source
- New gambling certification applications for Australia paused
Google temporarily stopped reviewing and accepting new certification applications from online gambling providers targeting Australia, pending policy clarification. Applications reopened April 21, 2026. Source
- Retention goal for loyalty mode and member-only pricing launched for Shopping and Performance Max
Retailers can show loyalty-tier member pricing and shipping benefits to signed-in shoppers in Shopping ads and free listings, and a new retention goal in loyalty mode lets Performance Max and Standard Shopping campaigns bid more for high-value or lapsed loyalty members. Source
- Audience exclusions now supported in Standard Shopping campaigns
Standard Shopping campaigns, which previously allowed audiences only in observation mode, can now exclude audience segments such as past converters or low-intent lists from the Audiences tab. Source
- Brand guidelines (colours and fonts) extended to Demand Gen campaigns
The campaign-level brand guidelines feature from Performance Max, which sets primary colour, accent colour and font for generated creatives, became available in Demand Gen campaigns. Source
- In-product Chat assistant renamed Ads Advisor
The conversational support tool in the Google Ads sidebar previously labelled Chat began appearing as Ads Advisor, ahead of Google's agentic Ads Advisor launch. Source
- Message assets added Facebook Messenger and Zalo alongside SMS and WhatsApp
Message assets in Google Ads can now start conversations on Facebook Messenger and Zalo in addition to SMS and WhatsApp, using a username URL rather than a phone number. Source
Merchant Center
- Loyalty program features launched: member pricing and shipping benefits shown in ads and free listings
Google launched a loyalty add-on in Merchant Center that shows member-only pricing and shipping benefits across free listings and Shopping ads, with personalized annotations for signed-in loyalty members, alongside a new loyalty goal in Google Ads. Source
Google Analytics
- GA4 made item-scoped ecommerce dimensions available as secondary dimensions, filters and comparisons
Ecommerce dimensions and metrics are now available in report secondary dimensions, filters, comparisons and customization, with fuller match-type support in ecommerce filters. Source
Microsoft Ads
- Microsoft outlined active betas and planned campaign-level negative keywords and channel reporting
Navah Hopkins listed active betas (multimedia ads, audience insights, asset group reporting, conversion value rules) and planned November 2025 betas for campaign-level negative keywords and channel-level reporting, with early access via support. Source
Search Console
- Android App search appearance data dropped to zero in Performance reports
Site owners reported that the 'Android App' search appearance filter in the Performance report stopped showing impressions and clicks in late August 2025 while app traffic continued. Source
Took effect this week
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