On "Google Ads Is Automating More Decisions, Your Measurement Needs To Get Better"

Google's automation push means you can't trust platform metrics anymore, full stop. When the algorithm owns bid strategy, creative selection, and audience targeting, those conversion tags and ROAS numbers become theater—they measure what Google optimized for, not what your business actually needs. You have to instrument your own attribution stack outside the platform now, tracking actual customer value from first touch through close, or you're flying blind while Google optimizes for its own revenue. Most shops aren't set up for that kind of rigor, which is exactly why Google keeps automating—it works great for them.