FAQ´s

Your Questions, Answered

Why does Google Ads show more conversions than my webshop or CRM?

Because Google Ads uses its own attribution model and conversion window.
Because you’re comparing different attribution systems.

Google Ads assigns conversions based on clicks and its own attribution model.
Your webshop or CRM often uses last-click or transactional logic.
GA4 uses event-based and data-driven attribution. That means:
The same conversion can be counted differently — or not at all. But the real issue is not the difference itself.
The problem is when there is no defined source of truth. If your tracking setup is not clearly structured:

• conversion actions are duplicated or incomplete

• values are inconsistent

• attribution windows are misaligned

→ your data becomes unusable for decision-making.

A strong setup doesn’t try to “make numbers match”.
It defines which system is used for which decision.

Why does my Google Ads revenue NOT match GA4 or Shopify?

Each system uses different attribution logic, tracking methods, and user identification.

• Google Ads → click-based attribution

• GA4 → data-driven / event-based

• Shopify → last-click / platform logic

You are comparing different interpretations of reality.

Is the “Google black box” real?

No — but the system is complex.

Google uses:

• machine learning

• real-time auction signals

• user behavior data

What looks like randomness is usually: missing understanding of inputs

If you don’t control:

• conversion quality

• signal consistency

• campaign structure

→ Google fills the gaps with assumptions.

Automation doesn’t remove control.
It requires better inputs and clearer structure.

The “black box” narrative exists because: most setups are not engineered, they are assembled.

Why does my ROAS look good, but my profit is low?Typical reasons:

Because ROAS is a platform metric — not a business metric.

ROAS only looks at: revenue vs. ad spend

It does NOT include:

• product margins

• logistics costs

• returns

• operational expenses

So a campaign can show a 4x ROAS and still destroy profitability.

The deeper issue is:
Most accounts optimize for what is easy to measure, not what matters.

If your bidding strategy is based on conversion value without real margin logic:

• Google pushes volume

• not profitability

A proper setup connects: product-level margin → conversion value → bidding logic

Without that, ROAS is just a misleading indicator.

Can I run Google Ads myself with Google support?

Technically yes. Strategically better no.

Google support operates on platform KPIs:

• spend

• adoption of features

• automation usage

They do not:

• understand your margins

• analyze your funnel

• align campaigns with your business model

So while support can help with: setup and technical issues

It cannot replace: strategic control and business logic

You are optimizing a business system.
Not just a platform.

Why do GA4, Google Ads, and my CRM all show different numbers?

Because they measure different moments of the same journey.

• Google Ads → click & attribution logic

• GA4 → user behavior & events

• CRM → actual business outcome

Each system answers a different question.

The problem is not the difference.
The problem is when you try to use all of them as the same truth.

A proper setup defines:
which system answers which question

Example:

• Google Ads → optimization

• GA4 → analysis

• CRM → real performance

Without that structure, you’re comparing incompatible data.

Can I trust automation like PMax or Smart Bidding?

Yes — partially. You gain automation, but lose control.

and Yes — but only if your inputs are correct.

Automation optimizes based on:

• conversion data

• audience signals

• historical performance

If these inputs are wrong:
automation scales the problem.

For example:

• wrong conversion action → wrong optimization

• low-quality leads → more low-quality leads

• missing values → poor bidding decisions

Automation is not a shortcut.
It is a multiplier.

Good system → strong results
Bad system → faster failure

Is PMax hiding performance data?

Yes — partially. You gain automation, but lose control.

PMax aggregates data across channels, reducing visibility. You need someone that really knows all the tricks behind PMax Campaigns.