How to pull the metrics you need from Google Performance Max
If you spend money on marketing, you’re spending on Google Performance Max. It’s close to a monopoly. But Google can be frustratingly opaque on the metrics marketers need.
Michael Blake, senior performance manager, and Samuel McCarthy, performance manager, at Melbourne agency Fenton Stephens explain how marketers can create a work-around, and get the data they want.
A week or two ago, a NASA spacecraft named OSIRIS-Rex completed a seven-year mission by returning a capsule to the Utah desert. It contained a handful of rock samples from Bennu, an asteroid travelling 85 million kilometres above the surface of Earth.
This task was difficult but experts consider the data contained critical: Bennu is ‘potentially hazardous’ with a 1-in-2700 chance of striking our planet by the year 2182.
Elsewhere on Earth, smarter performance marketers are firing off OSIRIS-Rex’s of their own, seeking a different kind of mysterious information. This time, the galaxy is the informational black hole that is Performance Max and the intrepid craft are called Google Ad Scripts.
