{"id":695978,"date":"2025-10-21T18:05:10","date_gmt":"2025-10-21T15:05:10","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/google-ads-quietly-tests-auto-setting-new-customer-value\/"},"modified":"2025-10-21T18:05:10","modified_gmt":"2025-10-21T15:05:10","slug":"google-ads-quietly-tests-auto-setting-new-customer-value","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/google-ads-quietly-tests-auto-setting-new-customer-value\/","title":{"rendered":"Google Ads quietly tests auto-setting \u201cNew Customer Value\u201d"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2554fb2010d\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2554fb2010d\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-quietly-tests-auto-setting-new-customer-value\/#Google_Ads_is_testing_auto-set_%E2%80%9CNew_Customer_Values%E2%80%9D_sparking_confusion_and_transparency_concerns_among_advertisers\" >Google Ads is testing auto-set \u201cNew Customer Values,\u201d sparking confusion and transparency concerns among advertisers.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Google_Ads_is_testing_auto-set_%E2%80%9CNew_Customer_Values%E2%80%9D_sparking_confusion_and_transparency_concerns_among_advertisers\"><\/span>Google Ads is testing auto-set \u201cNew Customer Values,\u201d sparking confusion and transparency concerns among advertisers.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Google Ads <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ears to be testing an automatic assignment of New Customer Value within New Customer Acquisition (NCA) campaigns \u2014 and it\u2019s doing so without advertisers\u2019 explicit consent.<\/p>\n<p>The change, first spotted by performance marketer Bilal Yasin, has led to unexpected reporting shifts and frustration among advertisers.<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cWithout any heads-up, and without it being in the change history, a new customer value has suddenly been applied to a customer,\u201d Yasin wrote on LinkedIn. \u201cIt was set to 200 DKK\u2026 One thing is that Google has assigned a value, but another is that I can\u2019t remove it again!\u201d<\/li>\n<\/ul>\n<p><strong>Why we care<\/strong>. Advertisers rely on New Customer Value settings to determine how campaigns optimize toward acquiring new users. When Google sets those values automatically, it can distort revenue reporting and campaign efficiency metrics.<\/p>\n<p>Yasin noted several issues:<\/p>\n<ul class=\"wp-block-list\">\n<li>Google doesn\u2019t know the true lifetime value of a new customer.<\/li>\n<li>Artificially inflated revenue skews performance reporting.<\/li>\n<li>Many conversions are still classified as \u201cunknown,\u201d further clouding data.<\/li>\n<\/ul>\n<p><strong>What they\u2019re saying<\/strong>. Google Ads Liaison Ginny Marvin confirmed the behavior is part of an experiment.<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cThis guidance is part of an experiment aimed at helping advertisers use settings that will improve results\u2014specifically, to increase new customer ratios,\u201d Marvin wrote.<\/li>\n<\/ul>\n<p>She added that when the New Customer Value is too low\u2014or not set\u2014it can hinder campaign optimization.<\/p>\n<figure class=\"wp-block-image size-full\"><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7378678374296264704\/\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1108\" height=\"990\" http: alt=\"Screenshot 2025 10 21 At 15.30.41\" class=\"wp-image-463616\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Screenshot-2025-10-21-at-15.30.41.png 1108w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Screenshot-2025-10-21-at-15.30.41-768x686.png 768w\" data-lazy-sizes=\"(max-width: 1108px) 100vw, 1108px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Screenshot-2025-10-21-at-15.30.41.png\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1108\" height=\"990\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Screenshot-2025-10-21-at-15.30.41.png\" alt=\"Screenshot 2025 10 21 At 15.30.41\" class=\"wp-image-463616\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Screenshot-2025-10-21-at-15.30.41.png 1108w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Screenshot-2025-10-21-at-15.30.41-768x686.png 768w\" sizes=\"(max-width: 1108px) 100vw, 1108px\"><\/a><\/figure>\n<p><strong>What\u2019s next<\/strong>. Google says it plans to roll out new customer reporting for all purchase conversion campaigns \u201cin the next couple of quarters.\u201d<\/p>\n<p><strong>The bottom line<\/strong>. While Google frames the test as a way to improve campaign performance, advertisers are raising alarms over transparency \u2014 especially when automatic value assignments alter reported revenue without clear notice or control.<\/p>\n<p><strong>Dig deeper.<\/strong> <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7378678374296264704\/\">Discussion on LinkedIn<\/a>.<\/p>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-ads-quietly-tests-auto-setting-new-customer-value-463615\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google Ads is testing auto-set \u201cNew Customer Values,\u201d sparking confusion and transparency concerns among advertisers. Google Ads appears to be testing an automatic assignment of New Customer Value within New Customer Acquisition (NCA) campaigns \u2014 and it\u2019s doing so without advertisers\u2019 explicit consent. The change, first spotted by performance marketer Bilal Yasin, has led to&#8230;<\/p>\n","protected":false},"author":1,"featured_media":695979,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Auditing-and-optimizing-Google-Ads-in-an-age-of-limited-data.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-695978","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/695978","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=695978"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/695978\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/695979"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=695978"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=695978"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=695978"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}