Confused About X Traffic in Google PMax – Separate Campaign Possible?

Hey everyone,

I’m running PMax campaigns for a furniture brand and noticed something a bit confusing. Most of the conversions are coming from Google (as expected), but I’m also seeing a decent chunk of conversions being attributed to X (Twitter) inside the Shopify reporting (screenshot attached).

Couple of questions I’d love some help with:

How exactly does X traffic show up in PMax? Is Google actually running ads on X, or is it some sort of partner placement?
Is there any way to run a separate campaign just for X so I can test it in isolation?
And lastly, any tips on improving conversion rates for high-ticket furniture products? Right now my Google CVR is around 0.5%, X is at 0.36%, while Direct is almost negligible.

Would really appreciate any insights 🙏

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