The PATHS Method: A Complete Framework for Auditing Performance Max Campaigns

The PATHS Method: A Complete Framework for Auditing Performance Max Campaigns

After managing over £2M in Performance Max spend and auditing countless accounts, we've developed a systematic approach to identifying critical issues before they drain your budget.

We call it the PATHS Method.

Why Another Framework?

Here's the thing about Performance Max - Google's documentation tells you what to do, but not how to spot when things go wrong. And believe us, things go wrong in spectacular fashion.

The PATHS Method fills this gap, providing a structured approach to Performance Max auditing.

Let's break it down.

P - Performance Tracking

Critical Elements:

1. Conversion Tracking
   • Are all conversion actions properly configured?
   • Is value tracking accurately implemented?
   • Are micro-conversions cluttering data?

Red Flags:
• Mismatched conversion numbers
• Zero-value conversions
• Duplicate conversion counting

Quick Fix:
Implement our conversion tracking checklist (available at the end of this post).

A - Asset Analysis

Critical Elements:

1. Image Assets
   • Correct ratios for all placements
   • Consistent branding
   • Clear product focus

2. Text Assets
   • Headline variations
   • Description diversity
   • Call-to-action strength

3. Video Assets
   • Proper formatting
   • Engagement metrics
   • Performance data

Red Flags:
• Missing aspect ratios
• Repetitive messaging
• Poor engagement rates

Quick Fix:
Use our asset mixture calculator to identify gaps.

T - Targeting Review

Critical Elements:

1. Audience Signals
   • Custom segments
   • First-party data usage
   • Lookalike audiences

2. Location Settings
   • Targeting vs. observation
   • Regional adjustments
   • Exclusion zones

3. Device Strategy
   • Bid adjustments
   • Performance variation
   • User experience alignment

Red Flags:
• Ignored audience signals
• Broad location targeting
• Misaligned device strategy

Quick Fix:
Implement our targeting hierarchy system.

H - Historical Data Usage

Critical Elements:

1. Conversion History
   • Data completeness
   • Seasonal patterns
   • Value distribution

2. Search Term Insights
   • Query patterns
   • Intent signals
   • Negative keywords

3. Learning Periods
   • Complete vs. incomplete
   • Performance trends
   • Optimization timing

Red Flags:
• Insufficient data volume
• Missing seasonal data
• Incomplete learning periods

Quick Fix:
Apply our historical data framework.

S - Signal Strength

Critical Elements:

1. Data Quality
   • Audience engagement
   • Conversion consistency
   • Traffic relevance

2. Campaign Integration
   • Account structure
   • Campaign interaction
   • Data sharing

3. Feedback Loops
   • Performance signals
   • Learning optimization
   • Adjustment timing

Red Flags:
• Weak audience signals
• Poor data quality
• Isolated campaigns

Quick Fix:
Implement our signal strength boosting protocol.

Implementing the PATHS Method

Step 1: Initial Audit
• Run through each element
• Document findings
• Identify critical issues

Step 2: Prioritisation
• Score each area
• Identify quick wins
• Plan long-term fixes

Step 3: Implementation
• Address critical issues
• Monitor changes
• Document improvements

Common Findings

In our experience:
• 87% of accounts fail 3+ checks
• 92% have asset issues
• 76% misuse audience signals
• 81% have tracking problems

Real-World Impact

Recent audit results:
• 42% average ROAS improvement
• 31% reduction in wasted spend
• 67% better conversion quality
• 28% lower CPAs

The Future of Performance Max

As Performance Max evolves, this framework will too. We're constantly updating our audit process based on new features and best practices.

Ready for a PATHS Audit?

If you're running Performance Max campaigns and want to ensure they're set up for success, we can help.

Visit judeluxe.com/contact to request a comprehensive PATHS audit of your Performance Max campaigns.

Because in the world of automated bidding, proper setup is everything.