Google Ads Update: Performance Labels Are Being Deprecated
Just confirmed via Google Support, and this was found by Jérôme Cid, the Performance Label column for assets (like headlines, descriptions, etc.) is being phased out.
What’s Changing?
Previously, Performance Labels (like “Best” or “Low”) gave a quick benchmark by comparing assets against others of the same type (e.g., headline vs headline). That’s going away.
What’s Replacing It?
Now, Google encourages advertisers to rely on full performance stats instead which offer a more detailed view of asset-level performance tailored to your campaign goals.
That This Means for You:
You’ll need to dig into the actual performance metrics (like CTR, conversions, etc.) rather than relying on broad labels.
