Growing Ecommerce – The Retail Growth Podcast

Google is bidding on the WRONG products: The ‘Clicked vs. Bought’ dilemma explained

• Smarter Ecommerce • Season 4 • Episode 18

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In this episode, Mike Ryan and Christian Scharmueller dismantle a massive technical flaw in Performance Max: the "Clicked vs. Bought" discrepancy.

In a keywordless world, product targeting is your main lever. But Mike reveals that Google places its bids based on the product a user clicks, while being completely blind to the product they actually buy. This means Google is often bidding on the wrong item, unaware that your user cross-shopped into a lower-margin alternative or a different brand entirely. The result? You might be hitting your ROAS targets on paper, but your actual profit is bleeding out.

The duo reveals the only technical fix for this—Conversions with Cart Data—and debates the ultimate trust exercise: is it finally time to share your Cost of Goods Sold (CoGS) with Google to bid on true profit?



About smec (Smarter Ecommerce):

At smec - Smarter Ecommerce, we specialize in transforming business goals into optimized ad campaigns. With over 16 years of experience in Google & Microsoft Ads, our intelligent software and expert services help retailers achieve superior results.

We're committed to giving you the tools and insights needed to stay ahead in the ever-evolving world of digital advertising.

Make sure to follow smec - Smarter Ecommerce for more performance marketing insights:

SPEAKER_02:

Welcome to another episode of Growing E-Commerce. I am one of your hosts, Mike Ryan. And here's Chris. One of our other hosts. Actually, there's just the two of us. That's the gameplay. Yeah. Chris, um, ask me what I did this weekend. Uh, what did you do this weekend? I I I didn't I saved this. This is just some rage bait. Um, some rage bait, yeah. Uh I uh on Sunday in the morning from four in the morning till seven in the morning, I mixed and poured over a thousand five hundred kilos of concrete. What? Why? Uh I had to pour a slab at the at the endless, endless construction site.

SPEAKER_03:

Uh but wh by the way, how is your construction site doing in general? Well, it's endless.

SPEAKER_02:

It's endless, okay. Yeah. I mean, if this would be taxpayer funded, then we'd be we'd be all good.

SPEAKER_03:

But mate, I told you before. I uh hats off to you, man, because you are doing a fantastic job at Smack, uh, as the people know. And you do this basically in parallel to building a wonderful house. Yeah. It's it's crazy. Well, thanks, thanks. Uh I mean, I told you, if it I I will never ever build a house on my own because this would lead to massive friction internally and externally with my wife. Shout out again to you. But we wouldn't survive this. It's it's it's it's the ultimate test, as I call it. It's the ultimate test, man. Yeah. What what is what what is easier? To run a highly complex PMAX campaign or building a house? Building a house. No, either way, you are covered in dirt. We are covered in dirt. Yeah.

SPEAKER_02:

There's a lot of unbounds. Yes. So what's up for today, Mike? Let's get into it. Um, so first up, uh just following through on uh on some some kind of I feel like open threads from the last couple couple of episodes. We had an episode we were talking about kind of what themes are hot with our clients. Um we were talking in that episode and in the following one about high CPCs. And I want to connect the dots a little bit here, the intersection of two things. Um, you know, one thing that we hear a lot from clients is that they're very concerned about winning new customers and having a high share of new customers and looking at their campaigns and tactics, like what is the share of new customers on PMAX? Well, is it higher on shopping, et cetera? And I also feel like there's uh and yeah, I've probably been a part of this in the past too, but um there's like let's spit it up. PMAX has a higher share of returning traffic. Um and this could be viewed as less incremental. Yes. Um and you know, that to me that's logical though, because Performance Max has remarketing baked in. Um but both of these campaign types are actually kind of agnostic to who they're targeting. Um but I think that this is not a bad thing. That's my soapbox. Um because I think that well, hold on.

SPEAKER_03:

Do you want to say anything? No, no, I'm I'm listening, man. As always. There's I I'm listening. All right, I'm gonna let me let me cook.

SPEAKER_00:

I'll let you put it.

SPEAKER_02:

Let me cook. Let me cook that. I mean in a nutshell, I think that most advertisers desperately need this returning traffic and this remarketing, even if it costs them money. They they desperately need it. That's that's my short statement. For sure.

SPEAKER_03:

Um I'm I'm on the mic camp, as uh like so many times. I think because I mean we we had we had discussions about that uh a couple of times already. I mean if if you if you are I mean my first question to you would be is PMAX even the right campaign type to really create new customers, or are there better campaigns out there let's say in the Google ecosystem, yeah, which are yeah, just better designed by default to create this new demand for you to that that that is my first question.

SPEAKER_02:

I mean the simple answer is is no, it's not it's not the right type because um it's bottom funnel campaign. That's what I'm what I'm thinking about, yeah. Exactly. So these are all people, I mean there's a couple ways of thinking about this. These are all people who are somehow down funnel, which we can tell from their activity, the kind of searches that they do. Um Google knows things about them and if they're in market and so forth. Um so I mean at that point though, uh they they could be, it's still binary. They could be your you know existing customers or or or new customers. Um but if you really want to focus on building new customers, well, that's branding activity. That's that's your mid and upper funnel activity. And so actually the the proper place to really be concerned about that is with demand gen campaigns, which we've talked about in the past, the appropriate way, the appropriate way of using demand gen um display campaigns. And of course, across all your other channels and platforms besides Google too. It's your upper fund.

SPEAKER_03:

I love that we are so consistent because to everyone who listens to our episodes, that's what actually we have been talking about last couple of episodes that demand gen is actually that type of campaign which is potentially creating this new demand for you. Man, I I want to come up with an example. I and I I don't know, I don't want to talk out of my butt here, but uh as a real life example. Small a small sample size because it's about me, right? I'm I'm not a super loyalist. Uh I mean I I know my brands where I buy buy. Of course, there's Salando out there, there are big brands I buy directly at times, but most of the time I when I'm buying online, I stop my research on Google. Still. Um so I'm I'm I'm a I'm a good Google client. Yeah. And um but uh what what I want to come up with is let's say I I bought uh one month ago something at Salando, right? I'm happy, uh end-to-end, good experience for me. And I'm I'm I'm happy with Salando. But the type of shop I am, I start my first research on Google. And let's say I'm I'm looking for an Adidas sneaker. I don't know if that Salando has it. I'm I'm just looking for the Adidas sneaker. For Salando and Google, I'm probably an existing client.

SPEAKER_00:

Yeah.

SPEAKER_03:

In the case that Salando is now focusing only on new clients, the probability that a Salando ad gets shown to me as an existing client is close to zero, probably. Yeah. Meaning that I probably go to Buena or Poinninger or somewhere else who has that artist sneaker I'm looking for. So what I want to bring up is this whole existing versus new customer. Very dust, because whenever I start my research and I'm not directly going to Salando, yeah, I'm potentially a new customer because if they don't add for me or show me the ads, I will buy somewhere else. Yeah, yeah.

SPEAKER_02:

I mean, let you so let's unpack that a bit. So um you're on Google search, right? You're starting your your shopping journey. Um and let's imagine I don't know what Tech Salando uses and stuff like that, but let's imagine they want to just focus on new customers. Then in PMAX, for example, they can activate a new customer-only bidding mode. So basically Google has their own system for detecting new versus return. Customer match-based program. Yeah. And then and then exactly you can add your customer listen and say, hey, these are my existing customers, and they'll they'll use customer match. So assuming that you are logged into Google across all the devices that you're browsing to. Which I am. Then you should not see those ads versus Zolando, for example, in the shopping PLAs, the shopping ads when you're on Google search and all those other places. Um so that's right. Zolando has just gone dark. Yes. Invisibility in that term. Or they're depending on their organic visibility, and they're depending on your loyalty to go directly to how top of mind they really are for you. Like obviously you have a mental map of Zolando, you know them. But so I think that I think that this can easily go in the direction of kind of yeah, hubris or excessive pride where you know just because you are an existing customer of Zolando does not mean that you are their customer. You do not belong to them.

SPEAKER_03:

That's a smart, that's a smart code code, mate. Really? Uh because this this idea of, okay, ah, it's an existing customer. I don't have to run ads for this existing customer. I I think it's a fallacy, a pretty, pretty, pretty substantial one. Because as you said, just because of the fact that Solando sees me as an existing customer, where's the arrogance coming from that they assume that I'm always buying there whenever I I have a new demand for a certain product? So is it I mean, I like you said, I I I fully understand that it it's it's on theory a good thing to focus on new customers. But what what is really an existing customer? I mean, yeah, you know what I mean? So how how is it defined? And and I think it's so powerful what you said. Just because I'm an existing customer doesn't mean shit in terms of my my my buying behavior, right?

SPEAKER_00:

Yeah.

SPEAKER_03:

And it's literally I'm I'm I'm happy with Salando, but the the case I brought up, it it's a it's a it's a real case. I I I started my research on on Google and I ended up buying not at Salando. Yeah.

SPEAKER_02:

Yeah, I mean, it's it that that's absolutely the case. I th I think like, you know, these new customer campaigns are a tactic. Um and you know, you have to think like, all right, this is just one tool in the toolbox. If I'm gonna use this, what can I do to make this special? Like uh which products do I want to advertise? Are there are are there ones that make special sense to advertise exclusively to new customers? Um or do I want to like, you know, what do I want to do with my with my promotions or which landing pages are going in there? You can absolutely have tailored offers and a tailored experience and and and focus, have some new customer campaigns. But in the end, um, I mean, I just to close the circle back to this high CPC thing, like we were talking last episode about the very painful upward trend of CPCs. Um, and that's a market effect. But taking aside from that, what's happening with those levels, in general, if we just look at just imagine a static sample of CPCs, there's no trend in there. The high CPCs are going to correlate with high conversion rate and high order value. Um, in other words, a high value per click. Google is very good at matching value per click and cost per click. Um and so, like, that's the problem, actually, because everyone is using that technology. I mean, I think smart bidding adoption must be upward of 90%. 95%. Um, so it's it's not like it's your secret superpower. Every advertiser is using this technology that's very good. And so the question is like, if Google is so sure that someone's conversion rate is going to be high and that their average order value is that their order value is gonna be high and that the value per click is gonna be high, like what makes them so sure? They must have data about that person. They must, they must know that person. So that person, like, here's the next thing like, okay, I'm willing to spend more on this valuable click. Um, but oh man, now I feel bad because I'm spending more on a click, but it's my customer. Or is it? You know, if everyone has access to this technology, like if you're not bidding on them, then everyone else will be. 100%. It's just it's red ocean. It's unless you know, unless you have such a strong brand or unicorn products, whatever, that's all great. But when we're talking about the the bell curve distribution of most advertisers, um, it's just red ocean.

SPEAKER_03:

And this technology intensifies how cutthroat it is. 100%. And I think coming back to the definition of existing customers, uh, as an as an as an online shop owner, where it's all about incrementality, I mean, it it's uh a deeply red ocean hot yeah, right? So I think you you you just don't have the luxury to say, ah, okay, I want to only focus on my ex my my new customers because existing customers I I will I will catch them somewhere else. I think that's that's that's a theory. And that the lines between existing and new customers is so blurred because actually it's not about existing versus new customers. The only thing I'm caring about is revenue. And I honestly speaking, I I I shouldn't care any about that stuff, whether it's an existing or or a new new customer, especially given the the the high high pressure a lot of online jobs have. Because as you said, Mike, at the end of the day, when someone ignites the research on Google, I think the whole theory about an existing customer goes out of goes goes out of the window. Because I I I should have gone gone to come up with Solanda again directly. I I should have entered, typed in Solanda.de, right? Yeah. Or.at. Uh but I didn't do this. So from that point on, yeah, I'm not an existing customer anymore.

SPEAKER_02:

Yeah, that's right. There's there's there maybe in the consideration set. Yes, by the way, they'll have diminished visibility in that set, and others will have promoted visibility. Um I mean, I just think that the this is the question is is this a customer acquisition channel? Like I think it's it's a it's an order acquisition. Order acquisition channel. A revenue acquisition channel. Yeah, it's a revenue acquisition channel. And customer acquisition happens. That's definitely a part of it. Part of it, yeah.

SPEAKER_03:

And it's nice, but it's not primarily a customer acquisition channel in that sense. Especially when you talk about um I don't know, standardized products, right? Like an Adidas sneaker where you have, I don't know, hundreds of online stores. You just can buy it.

SPEAKER_02:

Um if you're talking about Meta or Google to management, these are more like 100% channels.

SPEAKER_03:

But again, the this is where the where the circle closes. That I think there are there are there are different campaign types for a reason. And I think PMAX, we know that the high shopping share of PMAX, I think this is I like I love what you said. It's a revenue acquisition channel. That's what it is. And I think whenever you you you try to focus on on this theoretically existing versus new customer uh tactic, you're leaving out um a lot of market. That's that's what I think. And by the way, this existing customer is acquired by somewhere else. And the funny thing is, then it's also their existing customer who I'm belonging now to, right? Salam depois. Where am I going? So it's it's I I don't like this theory at all. And I think it's a theory, it doesn't make sense to me. Yeah, I agree. And I'm old here. I don't know.

SPEAKER_02:

No, go for it. I mean, I mean, Chris, the the bidding strategies are called maximize conversions or maximize conversion value. Well, a reasonable is not called maximize new customers. There's no such strategy in there. But all right. Um let's let's move on. Let's move on to the next thing. So um we've got a second topic for you today. And I I mean to let's let's see how to how to connect these. I like the thing about performance max, um, for example, like so that's a keywordless campaign type. There's no keyword targeting. It's even if you add, you can um, you know, you can add your customer match list, like we just mentioned, and they can be excluded from a campaign so that you're looking at new customers. But you cannot, if you add any other customer list in there, it's not for targeting purposes per se. Like it's a Google signal. Yeah, it's a starting point. And it's basically like you um it's like a recommendation engine like in Netflix or Spotify or something where you say, Oh, these are movies that I like or songs that I like, and then it's gonna find similar ones. But actually, it doesn't know what it was you liked about them. Yes. Um it has to, it's agnostic that, or it can maybe infer it.

SPEAKER_03:

But um, for the sake of comprehensiveness, you can also add themes, right? Where you are somehow Yeah, exactly.

SPEAKER_02:

You can do some positive targeting on themes um that might have been missed in your in your feed or in your landing pages. But um fundamentally, when we look at what kind of targeting you can do, there's um there is no keyword targeting, there is no audience targeting. All that's really left in e-commerce, the core thing that's left is the product, the product, product targeting. Um and that's that's the interesting part. Yes.

SPEAKER_03:

So But there well, you you it's a perfect stage setting. Whoa, whoa, whoa what's the topic now?

SPEAKER_02:

Well, the problem is that product product targeting is also very inaccurate or often quite inaccurate. Quite often inaccurate, yes. Yeah. Um absolutely true. Why is it inaccurate? Well, because let's say you're advertising um uh let's say you're advertising a camera lens, um, and then you've got shopper A and shopper B. Um they enter your web shop and then they they shop. You know, uh uh although we're saying that this is a bottom funnel area that we're in, people are still browsing. Um that's your chance. You can upsell them and stuff like that. But in the end, your revenue in the platform is going to get attributed attributed back to the product that was clicked. Um but what happens next is anyone's guess. They could buy exactly that product and leave and it's perfect. Or they could buy the camera lens and they could buy um, you know, a tripod too, and it was an upsell and that's beautiful. Or maybe they went for a camera bag and it was kind of a little disaster there. Um, these are all the different shopping effects that can happen. So while you can target a product for advertising, you cannot control what happens next. That's human nature.

SPEAKER_03:

What happens next. Uh and that by the way, this is a big thing. Uh I think to give some to put this in perspective, uh, we we saw online shops where this deviation from clicked versus sport is a highly, highly significant one, right? Yeah. So it's not always like, ah, it's just this 1% or no, it it can be significant, right? Yeah, for sure. So my question to you would be, and again, I mean, uh on on paper this is is an issue, right? I fully understand. Yeah. But let's walk in the shoes of an online retailer. What what is the the real underlying issue and what tactics do you have to to tackle that? Um from your perspective, what is the issue? So there's there's the click product is not always the one which is which is getting bought, but the the the revenue created by the bought product is always assigned to the click one. What's the underlying issue? Let's say you're an online shop uh owner now. What is the underlying issue from your perspective?

SPEAKER_02:

Well, it's it's um it's about you kind of understanding what's really going on with the platform, and it's about optimization as well. I mean, the platform um, and by the way, I should mention that product targeting has become increasingly popular in the last few years. Like it's much more, people are much more aware of okay, that's what I'm doing here, because a lot of promotional levers and tactics fell away with the more automated campaign types, and you know, you get into topics like product scoring and so forth. Um, these are pretty popular nowadays. But um, and and so if you're targeting products, you might get concerned, like, but this isn't even accurate. Uh yeah. Yeah. But like I the way I see this is that it doesn't matter that much in and of itself. The thing is that like Google is gonna, by the way, they're gonna collect that order value and they'll consider that in their optimization. So it's not that the bidding and the whole system doesn't optimize the sort at all. Like if if one product is consistently generating outsized average order values, um Google that's reflected in the rawest of that product, and Google's gonna know that, and they'll that will be reflected.

SPEAKER_03:

But that that that's the point, right? So I think this is important to to to to to to get this straight. It it's this this inaccuracy is is not negatively impacting the decisions of Google. No. Right? Because Google has the order value and and understands, oh, this product is creating order value at the good rowers, so I I want to push this product. Exactly. All right. But Google doesn't give a flying fuck about the composition of the basket, right? There goes our clean podcast rating for the upside. Right. Are we concerned about that? So, but Google doesn't care. Google doesn't care about the the composition mode. Uh we can't bring you in because I'm doing it. Uh Google doesn't care about the composition of the basket.

SPEAKER_02:

Uh no, they they don't. They don't care or they don't know. Um they although, but Google is aware that this exists.

SPEAKER_03:

It's aware, but they don't care about but you should care, right? This is the point.

SPEAKER_02:

So and to give an example, why? Because we're saying, okay, the average order value, it's reflected. Google considers this in the bidding, all good. Um but we were talking about these different scenarios that can play out. Um there can also be like where this really becomes important is in the profitability of the order. That's the point. Because Google doesn't see this layer at all. And I don't really like, it's fine if the if there are these clicked versus bot effects, but there are positive effects like upsells or increased margin. Yes. So whether on a revenue or margin basis, um there are also downsells. And then there are like there are cross-sells. Like I if it again, if it's a cross-sell into a different category, a different brand, do I care? Not necessarily. If if the profit is intact, if all that is intact, it's okay. You you might have another concern like, okay, um I'm this is actually a a co-funded campaign and I'm trying to promote a certain brand, and actually a different brand is being bought. The the vendor brand wouldn't be too happy to learn about that. Um, you know, if you're trying to promote your own brand, and then it's so there are there are brand substitutions are probably the most sensitive topic among the cross-sell. Uh but the the the fact is that um Google doesn't care about any of these things, which can be important to your bottom line or to your strategy, your revenue mix. And these things um are not by default knowable.

SPEAKER_03:

Aaron Powell And to be quite frank, I mean, um it it's it's not kind of a a negative Google thing. Google doesn't care because they just don't know, right? They don't know that this one brand is more important to you than the other.

SPEAKER_02:

No, this and this is something that we we've said this on stage a million times too. We say like Google doesn't know what they don't know, and that's not it's not their fault.

SPEAKER_03:

Exactly. So what okay, so we we we have we have that. Um there there is this inaccuracy, and then this inaccuracy might hurt you, especially with regards to your business objectives, that the composition of your basket is just not uh in in favor of what you want to achieve in terms of brand composition, you actually want to uh margin, right? I mean, yeah, I think margin is probably the the the biggest case, uh what what I fully understand that you always think this product creates super strong revenue, but the actual basket is creating high revenue, but the the basket the margin of this basket is just not working. Exactly. What is the way out of it?

SPEAKER_02:

Um well Google does have a couple tools here. I mean you can shout on to Cougar. Yeah, exactly. You can build something yourself here as well, but um, they have a really cool thing called conversions with cart data, which is just a little snippet of code. It's just, I don't know, several lines of code. And it doesn't matter how you're tracking conversions, there's a variant that is uh available for that. So you just paste this into like your tag manager, for example, you just add this to your existing conversion tracking, um, fire some test conversions to make sure that's working. Um, and then you're kind of up and running and you now know your ASCII composition. And you can then this will unlock a lot of different reporting attributes, like um the clicked brand and the sold brand, and the clicked item and the sold item, and so on and so forth. Uh across all also even like custom labels, and you can really get pretty nerdy about that stuff if you're into it. Um and additionally, right? Yeah, you can also add your cost of goods sold. Yes. If you if you dare, if you feel comfortable sharing that with Google.

SPEAKER_03:

Let's make a heartbreak here. Uh, because I love this question. If you dare. My question to you would be, man, is uh we we we talk to a lot of online stores, right? And all and and CMOs, head of uh e-commerce, whatever. And still a lot of clients are hesitant to share their costs of goods sold with Google. What is your take on it? Yeah. I I have a strong take on it.

SPEAKER_02:

No, I mean I used to I used to work in purchasing and so I used to I used to um you know handle our all our cost of goods sold and figure out the list price and all this stuff. And and if you're in um one of these red ocean categories like we're talking about, uh cost of goods sold is one of your most important levers that you have, or you and it's and it is a very sensitive piece of information. Um you might get a cost of goods sold that's different from other retailers, for example. Um it might be due to your order volumes or stuff like that. There's different things that can influence this. There are some people buying um, let's call it uh gray market as well. And this is gonna influence their overall cost of goods sold. We see all kinds of stuff, and people might not want this information to fall in the wrong hands. I and they all there's also another theory that, by the way, if Google knows your margin, um, that they can somehow use this to tighten the screws further or something like this. I think that's tinfoiling stuff. I don't I don't buy that. Um and and I also I think I think that it won't matter at a certain point because Google has this thing called the shopping graph where they are building all kinds of data points about all the products that get advertised and that are in their feeds. And um and if enough people share their cost of goods sold and stuff like that, Google can reasonably infer what your margin will be too. Yes. But I don't know.

SPEAKER_03:

What's your take, Chris? Uh I don't know. I mean, I don't know where you where you stand now. Uh is it is it is it rather that yes, I mean, by the way, a plus one, it's a highly sensitive information, of course. It's the one information which you actually want to keep for yourself, especially with regards to your competition. Um plus one here. But at the end of the day, I mean let's let's face it, Google is probably one of the most successful companies the last 100 years. If and I'm I'm talking about an an an average-sized uh online retailer come on, man. I mean, uh your your cost of goods sold, do you really think that A, Google is is super interested in that? And B, if if Google wants to find out what the average cost of goods sold of an industry is, mate, they they know it. And what is the trade-off? You you don't give your customs cost of goods goods old uh data to the most successful company in the world, which is certainly not interested in your cost of goods sold data. Uh just uh and and the trade-off is okay, then then let's optimize on maybe a wrong data set, which is not supporting my business objective uh uh objectives, as it as they would if I share the cost of goods hold. I think the trade-off is pretty, pretty clear. I think the fear is unnecessary. I would I would go all in here because it's all about how can I let the Google campaigns work the smartest for me. Yeah. And sharing the right data points is just key. Yeah. So my my my my statement is is pretty clear. Let's go for it.

SPEAKER_02:

I agree the opportunity way outweighs the risk. And I mean, I would maybe be more scared of sharing stuff like that with Amazon.

SPEAKER_03:

No, fair point. By the way, here here. Seriously. Again, on the map campaign. Yeah, you're right. Yeah, I'm these are different companies with different business models, different philosophies, and everything. And I really I would be hesitant to advertise on Amazon in the first place. Yeah, right. I I'm I I'm even more defensive here. But you're right. This is a different case.

SPEAKER_02:

But if you make that decision to integrate that, and by the way, you know, there are other ways you can you can um because you can bid towards profit using server-side tracking and stuff like that. Google also has in their, we've talked about their GitHub repository before, they have something called Soteria, which is for profit bidding and it's secure. Um but the the thing is that if you do it this way, then you get this profit dimension to all of this reporting as well. So it becomes really interesting because you not only get um like the the cross-cell metrics for brand and all this other stuff, but you also get profitability metrics uh layered into this too. Yeah, and this this becomes a formidable data set.

SPEAKER_03:

100%. Because we all know that the the the the PMEX is working, right? If you I mean it PMEX is taking the right decisions. Yeah. If you really empower PMEX to take the right decisions based on your true profit, yeah, for me, for me it seems like a no brainer. I mean, one question I have, Mike, honestly speaking, I I'm not sure if we if we have done this lately, but I can remember some cases where the client was also hesitant to share the cost of goods sold for like you said, I I understand the reasons, but for me the trade-off is so clear. Yeah. Um you can actually modify the cost of goods sold, right? Because it's just a a number for Google or like uh just put a I don't know, a factor of 3.33 behind it. Yeah, true.

SPEAKER_02:

Could could you do this? And yeah, you could you could do this, and then you just need to kind of de code. Decoded in F Math. Yeah. But for Google it doesn't matter, right? It's yeah, that's right. I mean, if you if you're if you're using because they they have a profit bidding that's in beta, and I don't know if you'd want to do it. I I'd have to think about that. But for sure, for reporting, if you're just using it for reporting purposes, um, then absolutely you could cipher it a bit, yeah. All right, man. Time flies. Yeah, I think that's it, Chris.

SPEAKER_03:

Um I enjoyed it as always. Me too. Nice soup, by the way. Yes. And don't ask me again if I do the outro. It's it's it's not the time yet. The Christmas, Christmas uh episode is probably the time where I think we'll live a show. I think we're like three episodes away. That'll be our final episode. I'm already nervous, man, because yeah, outro intro and outro is just next level. And we're and all everything between, so it's just the night before the podcast is the one night I'm I'm always a bit under pressure. Twas the night before the podcast. Yes. The night before a great movie. The night before the pod. Topic. Yeah, the night before the podcast. Yeah. We can maybe, I don't know. Yeah we can no really because uh it feels like um I'm always talking to a person who is smarter than me.

SPEAKER_01:

No, Chris, come on. Yes. I I'm not smarter than that.

SPEAKER_03:

I I just want to share my feelings, man. It's it's really but I I think uh it was a good, good, good episode. Well, your feelings are valid but wrong.

SPEAKER_02:

And on that note And I don't care about their feelings in the first place. And on that note, that yeah, we're bringing another thrilling episode to a conclusion. So this has been another episode of Growing E-Commerce brought to you by Smarter Ecommerce. To learn more, visit Smarter-ecommerce.com. And please, if you enjoy this podcast, share it with your friends um or your colleagues. Give us a rating or a review on the podcast platforms. I think we only have five star reviews so far, so that's really cool. Wow. Um, and yeah, thanks very much. We'll catch you next time.