25% of PMax clicks have an unknown ad destination due to traffic from channels like Gmail or insufficient iOS traffic flow. Google's Ads Product Liaison suggests using specific SDKs, sending connector pings from SDK source, and importing app session_start events into Google Ads to improve iOS data flow. 'Unknown' clicks are cheaper but perform less effectively than website clicks. PMax requires detailed data analysis for best results.
Ecommerce Cost Per Click (CPC) now aligns within 1-3% of Google's guidance, after significant variations during the pandemic. Clicks are 43% costlier than their 2020 low and 18% more than late 2019, in line with inflation. Market variations exist, with the UK seeing higher unit costs. The industry is shifting from CPC to Value Per Click (VPC), turning Google Ads from a cost to a value center.
Run a Meta Ads audit with 100+ data points using a structured, automated checklist. Review campaigns, ad sets, ads, creatives, targeting, budgets, and delivery settings to spot hidden issues and missed optimizations. Built for agencies and teams managing multiple accounts who want consistent audits, faster reviews, and clear, actionable insights—without manual digging.
