Three days into November, a disapproval cascade pulled 40% of active SKUs from Shopping and Performance Max simultaneously — on day one of a promotional window we'd spent six weeks building. No feed changes on our side triggered it.
Here's the part most guides miss: Google's automated review threshold for certain policy categories (health claims, price accuracy, before/after imagery) tightens as platform ad volume increases heading into Q4. I've watched this happen across accounts running ₩50M–₩120M/month in combined Google spend, three years in a row, with zero feed-side changes preceding it. Same feed that sailed through August catches 15–20% disapprovals on recheck in September. The products didn't change. The enforcement did.
When it hits during a live window, fix order matters more than fix speed. Price mismatches go first — not because they're the most dramatic, but because they cascade silently. One bestseller disapproved during a flash sale means Performance Max quietly reallocates budget to lower-performing products. By the time ROAS visibly drops, you've lost 48 hours of peak traffic. The specific failure mode I've seen twice on Cafe24 with direct API feeds: a site-wide price update propagates to the feed before the landing page CDN cache clears. Google crawls the feed, sees the new price, crawls the landing page, sees the old cached price. Mismatch. Disapproval. Fixing it is one line — force a manual fetch and verify sale_price_effective_date formatting — but finding it at 2am during a live sale is a different problem.
Prohibited content disapprovals are deprioritized by most teams because they're rare. That's exactly wrong. A single escalation during Black Friday week can trigger account-level review, not just product suspension. Pull the SKU yourself within the hour if you can't fix the content immediately. Suspending your own SKU is recoverable. A suspended account during peak is not.
GTIN and identifier issues — despite getting the most attention in standard feed hygiene guides — are the lowest priority during an acute window. Google's revalidation after a GTIN correction runs 3–5 days. You won't recover those impressions inside the current promo window. Log them, fix post-peak.
I wrote up the full breakdown — including the feed architecture decision that prevents most of this and the full disapproval triage table by blast radius and fix complexity — over on themedilog.