Investigate a Performance Max decline across the whole account
This historical troubleshooting session follows a period of rising spending and weaker conversion value. The discussion combines measurement checks with alternative campaign roles rather than assuming one dashboard movement identifies the cause.
Compare costs and value over the same period
Start by confirming what changed in spend, purchases, and reported revenue. The recording describes an account-wide review after a decline. Check whether the pattern is isolated to one campaign or also appears elsewhere before deciding that a platform change explains it.
Inspect the conversion actions
The team discussion raises issues with conversion setup and what the campaigns are counting. Confirm that the intended purchase action and values are being used. Bidding changes cannot compensate for a measurement configuration that sends the wrong success signal.
Give brand demand a clear role
The proposed structure combines controlled brand search and shopping coverage with a more acquisition-focused Performance Max setup. Understand the current brand and customer controls before applying that separation. The purpose is to see what each campaign contributes instead of relying on its blended return.
Evaluate the combined outcome
The examples compare periods after the new campaigns have had time to deliver. Look at total business results as well as the separate campaign reports. An improvement in one ratio is less useful if the combined setup reduces the purchases or contribution the store needs.
