For years, PMax handed you the Display Network whether you wanted it or not. There was no toggle, no opt-out, nothing. That's finally starting to change.

“Dig lots of small holes often instead of one very deep one.”‍ If I were to summarize this entire article into one sentence, that would be it.I had a client once with a few SKUs in the home decor sector. We went through a slight price increase on the website and the one campaign in the account dipped in performance.

You’re running creative tests. Launching new audiences. Tracking attribution across platforms. But there’s a quiet saboteur in your data: The Birthday Paradox.