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The short answer
With Final URL expansion on, Performance Max may send a click to a page no asset group names. Oppy lists the pages Google chose that spent in the last 30 days and brought no conversion.
Why it matters
The setting is not a fault in itself. A page Google picked that converts is the setting doing its job.
The trouble is pages that only spend, for example a blog post, a careers page or an old offer. Every click sent there is a click your chosen pages did not get.
How Oppy decides
Oppy reads the pages Performance Max sent clicks to over 30 days, in campaigns with Final URL expansion on. A page counts as Google's choice when no live asset group of its campaign names it.
A page is listed when it brought no conversion and spent past the account's wasted spend threshold. That is the spend Oppy lets a keyword reach without a conversion before it reports it.
Campaigns linked to a Merchant Center account are left out. Their product clicks open the feed's pages whatever this setting says.
Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.
When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.
| This check | |
|---|---|
| Step of the audit | Spend |
| What it reads | Pages Final URL expansion sent clicks to |
| Needs trustworthy conversions | Yes. It stays silent when the tracking step fails. |
| What happens next | Reported in the audit with the rows behind it. The decision stays with you. |
Check it yourself in Google Ads
- In Google Ads, open a Performance Max campaign, then Settings, and check whether Final URL expansion is on.
- Open Insights and reports, then Landing pages, for the last 30 days, and list the pages the campaign sent clicks to.
- Keep the pages none of its asset groups name, with their cost and conversions.
- Sort by cost and look for pages that spent and never converted.
What to do about it
In the campaign's settings, under Final URL expansion, exclude the pages that only spend.
If most of Google's choices only spend, turn the expansion off. Keep it on where its pages convert.
Other checks in this area
The checks next to this one in Shopping and feeds, each with its own page.