Google auto-populated 'New customer value' on NCA campaigns without notice; Liaison confirmed experiment
- Date
- Oct 21, 2025 (first reported)
- Primary source
- Search Engine Land
Bilal Yasin found new customer values set on campaigns with no change-history entry, inflating reported conversion value. Ginny Marvin confirmed it was an experiment aimed at helping advertisers use settings that improve results.
Coverage: Search Engine Land (2025-10-21); Search Engine Roundtable (2025-10-21). Google made no formal blog or help-center announcement at the time of the first report unless noted in the summary.
Sources
- open_in_newGoogle Ads quietly tests auto-setting "New Customer Value"Search Engine Land · Oct 21, 2025
- open_in_newGoogle Ads Experiments With Settings New Customer ValueSearch Engine Roundtable · Oct 21, 2025
Related changes
Undo