Google has finally given advertisers what they have been asking for years: visibility into the performance of the Search Partner Network. This quiet but monumental change, which rolled out in August 2025, allows businesses to see exactly where their ads are appearing outside of Google’s search results.

Previously, advertisers had to choose between being included in the Search Partner Network or not, without access to data on where their ads were being shown. The new update changes this, providing site-level reporting for Search, Shopping, and App campaigns. Advertisers can now view which partner websites served their ads and how many impressions each site received.

This move follows Google’s other efforts to address advertiser concerns about the quality of partner sites, such as introducing brand safety screening and automatically opting out parked domains.

About The Update

The update was first noticed by Anthony Higman, who shared his excitement on X (formerly Twitter), calling the change “unprecedented”. Other industry experts have had mixed reactions, with some praising the increased transparency while others remain cautious, noting that the reporting currently only includes impression data.

This new reporting is a significant development because it allows advertisers to make more informed decisions about their ad spend. With this data, you can:

• Conduct a placement audit: Review and exclude any sites that do not align with your brand’s standards.
• Analyse beyond impressions: Use your conversion data to identify which partners are driving valuable traffic and a good return on investment.
• Reconsider opted-in campaigns: The days of the “black box” are over. You can now re-evaluate and potentially re-test Search Partners with clear guidelines in place.
• Scrutinise Smart Bidding: Keep an eye on the quality of conversions and how Google’s Smart Bidding performs, as the algorithm may not be flawless.

Conclusion

In conclusion, for those who have been wary of the Search Partner Network, this update provides a data-driven opportunity to re-evaluate its potential. For those already using it, this change gives you the necessary information to prove which placements are working well and to optimise your campaigns for better results. The increased visibility puts more control back into the hands of the advertisers, allowing for more innovative and more effective decision-making regarding their campaign budgets.

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