Google updated reporting for Demand Gen campaigns, giving advertisers more granular visibility into how YouTube placements perform.

Why we care. Until now, Demand Gen reporting lumped all YouTube traffic together, making it hard for advertisers to know whether Shorts, In-Feed, or In-Stream placements were driving results. The new segmentation means marketers can finally align creatives with the formats that convert best.

What’s new.

  • Network Segment update: Demand Gen campaigns now show separate KPIs for:
    • YouTube In-Stream
    • YouTube In-Feed
    • YouTube Shorts
  • Campaign-level visibility: No extra setup needed – the breakdown is available directly in the campaign view.
Screenshot 2025 09 09 At 17.16.11Screenshot 2025 09 09 At 17.16.11

The big picture. For many advertisers, Google Discover has been the strongest Demand Gen placement. But with YouTube usage shifting heavily toward Shorts and mobile-first formats, having clear performance data across each placement could reshape creative strategies and budget allocations.

First seen. This update was first spotted by Georgi Zayakov, senior consultant at Hutter Consult AG.

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Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more. In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.


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Last Update: September 9, 2025