Conversion Lift minimum spend cut from about $100,000 to $5,000 per experiment

Google lowered the spend threshold for incrementality experiments to $5,000, improved the statistical methodology so results are available up to 50% more often, added custom test sizes and confidence levels, and sped up result delivery.

Announced at Think Week in September and formalised in the November 11 Google Ads Help announcement. Tests can run 7 to 56 days with 28 days recommended.