Retention goals (win-back and high-value win-back modes) became fully available in Performance Max

Retention goals, which let advertisers bid more for lapsed customers, graduated from beta to all Performance Max advertisers. Advertisers define what counts as lapsed and can prioritise high-value former customers.

PPC Land documented the full set of customer lifecycle modes on April 8: new customer value, new customer only, high value new customer (beta), win-back and high value win-back.