BigCommerce's multi-storefront capability creates tracking nightmares. Different storefronts, currencies, and customer segments all bleed into aggregate metrics.
Example: B2B storefront conversions attributed to B2C campaigns, skewing optimization
BigCommerce's built-in channel manager pushes products to Google Shopping, but conflicts with dedicated feed apps create duplicate listings and disapprovals.
Example: Same products listed twice with different prices, both getting disapproved
Customer group pricing shows different prices to different users, but your feed shows retail prices. B2B customers see mismatched pricing and bounce.
Example: Wholesale customer clicks ad showing $100, lands on page showing $150 (their tier)
Headless BigCommerce implementations often break standard tracking. Custom frontends need custom tracking, and most agencies miss this.
Example: Headless checkout losing 40% of conversion events due to SPA routing
BigCommerce handles complex catalogs well, but that complexity doesn't translate cleanly to Google Shopping. Variant relationships, option sets, and modifiers break feed structure.
Example: 500 SKUs in BigCommerce becoming 50 in Shopping feed due to variant misconfiguration
With a single asset group, Google optimizes for aggregate ROAS by heavily favoring your top 5-10 products. The rest of your catalog gets almost no impressions. Worse, low-margin products drag down profitability while appearing successful in aggregate.
Fix: Segment products by performance tier: Winners (scale), Potentials (test), Underperformers (cut or fix). Create separate asset groups for each.
PMax claims credit for brand searches that would've cost $0.30 through a dedicated brand campaign. Without exclusions, you're paying 3-5x more for customers already looking for you.
Fix: Add brand exclusions to PMax and run a separate Brand Search campaign with exact match keywords.
Missing GTINs, generic titles, no custom labels, and missing sale prices hurt your Shopping ad performance. Channel manager + app conflict
Fix: Disable native channel manager, use dedicated feed app
Your 5x ROAS might look great until you realize 70% of sales are repeat customers who would've bought anyway. You're paying to acquire customers you already have.
Fix: Segment reporting by new vs returning customers. Set up customer match lists and analyze true CAC.
Not all campaign types work for bigcommerce stores. Here's what to skip:
Mixes B2B/B2C signals disastrously
Attracts consumer queries
B2B needs targeted approach
Follow these best practices to maximize your BigCommerce Google Ads performance:
Budget: 40-50% • Target ROAS: 4-6x
Budget: 10-15% • Target ROAS: 6-12x
Budget: 20-25% • Target ROAS: 3-5x
Budget: 15-20% • Target ROAS: 5-8x