Google is bidding on the WRONG products: The ‘Clicked vs. Bought’ dilemma explained
Description
In this episode, Mike Ryan and Christian Scharmueller dismantle a massive technical flaw in Performance Max: the "Clicked vs. Bought" discrepancy.
In a keywordless world, product targeting is your main lever. But Mike reveals that Google places its bids based on the product a user clicks, while being completely blind to the product they actually buy. This means Google is often bidding on the wrong item, unaware that your user cross-shopped into a lower-margin alternative or a different brand entirely. The result? You might be hitting your ROAS targets on paper, but your actual profit is bleeding out.
The duo reveals the only technical fix for this—Conversions with Cart Data—and debates the ultimate trust exercise: is it finally time to share your Cost of Goods Sold (CoGS) with Google to bid on true profit?
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