skill-090-pmax-audience-signal-configuration

Skill 090: Performance Max Audience Signal Configuration

Purpose

Verify that Performance Max campaigns have proper audience signals configured. Strong audience signals guide the algorithm toward high-value prospects and improve campaign efficiency.

Data Requirements

Data Source: Custom GAQL Required

The standard export does not include asset group audience signal details.

GAQL Query - Audience Signals:

SELECT
  campaign.name,
  asset_group.name,
  asset_group.id,
  asset_group_signal.audience.audience
FROM asset_group_signal
WHERE campaign.advertising_channel_type = 'PERFORMANCE_MAX'

GAQL Query - User Lists:

SELECT
  user_list.name,
  user_list.id,
  user_list.type,
  user_list.size_for_display,
  user_list.size_for_search,
  user_list.membership_status,
  user_list.match_rate_percentage
FROM user_list
WHERE user_list.type IN ('CRM_BASED', 'RULE_BASED', 'LOGICAL')

Run via /google-ads:get-custom with query name pmax_audience_signals.

Standard Data:

• data/account/campaigns/*/audience_targeting.md - Audience configurations (if available)

Analysis Steps

1. Inventory Audience Signals: List signals per asset group; identify asset groups without signals
2. Evaluate Signal Quality: Check Customer Match sizes, match rates, GA4 audience integration
3. Assess Signal Coverage: Verify full-funnel representation (top, mid, bottom, post-conversion)
4. Identify Gaps: Missing first-party data, no remarketing audiences, over-reliance on auto-targeting

Thresholds

Condition	Severity
No audience signals on any asset group	Critical
No first-party signals on any PMax campaign	Critical
Customer Match <1,000 matched users	Warning
Customer Match list >90 days old	Warning
No GA4 audiences linked	Warning
<3 signal types per asset group	Info

Output

Short (default):

## PMax Audience Signal Audit
**Account:** [name] | **Asset Groups:** [count] | **Without Signals:** [count] | **Issues:** [count]

### Critical
- **[count] asset groups have no audience signals** - Algorithm has no guidance
- **No first-party data signals** - Add Customer Match or GA4 audiences

### Warnings
- **Customer Match list outdated** ([list]) - Update within 30 days
- **[count] asset groups lack GA4 audiences** - Import from Analytics

### Recommendations
1. Add Customer Match to all [count] asset groups
2. Connect GA4 and import purchaser audiences
3. Create cart abandoner audience for bottom-funnel signals

Detailed adds:

• Signal type distribution table
• First-party data signal inventory with sizes and match rates
• Funnel coverage assessment (top/mid/bottom)
• Recommended signal structure for each asset group