New Conversion Values: Google's (Big) Overstep and How to Prepare

Google just quietly rolled out a major change that could significantly impact campaign performance, and they didn’t even bother to tell advertisers.

As part of an experimental feature, Google is now automatically assigning new customer values in campaigns using the, “New Customer Acquisition” goal. These values, which are supposed to help the algorithm optimize for higher-value conversions, are being set without your knowledge, do not appear in change history, and can’t be removed once added.

Let’s break down why this move is a red flag and what you should be doing now to maintain control.

What’s the Issue?

According to Google, if a new customer value isn’t set, or is set too low, the campaign won’t effectively optimize for high-value new users. So, they’ve taken it upon themselves to set that value for you.

There are lots of reasons to dislike this:

• It skews your data: If Google inserts a value you didn’t define, your reporting loses integrity. You’re not working with your own benchmarks anymore.
• It disrupts campaign efficiency: The algorithm starts optimizing based on assumptions, not actual business metrics.
• Google doesn’t know your real LTV: Assigning value without context risks steering spend toward the wrong audiences.
• You can’t remove it later: Once added, this value is locked in, another step toward less transparency and control.

In other words: Google is now assigning campaign parameters behind the scenes that directly impact bidding and performance, and you might never know unless you’re actively watching.

What Should Advertisers Do?

To keep your campaigns aligned with real business outcomes, here’s what we recommend:

1. Set Your Own Conversion Values

Don’t leave this up to Google. Use tools like Google’s conversion value calculator or your internal data to determine an appropriate new customer value. Incorporate AOV, LTV, or post-lead funnel value.

2. Use the Conversions API Where Possible

Push complete, server-side data to Google so it understands what really matters to your business. The more accurate the signals, the less likely Google will "guess" for you.

3. Keep a Change Log

Because these values may not show in the change history, track any performance shifts in a centralized log. Record when values were set or modified so you can tie changes to real outcomes.

4. Audit Auto-Applied Recommendations

Disable any automatic settings you don’t fully trust. Stay in the driver’s seat of what Google is (or isn’t) allowed to tweak on your behalf.

Is There Any Potential Upside?

If, and that’s a big if, Google nails the value assignment, it could help the algorithm better prioritize and drive higher-quality new customers. Advertisers might see:

• Lower CPCs through more precise targeting
• Better conversion efficiency
• Less manual setup of campaign configurations

But given the lack of transparency and inability to override the system, we’re not holding our breath.

Your Action Plan

• Don’t let Google define “value” for your business.
• Set and audit new customer conversion values ASAP.
• Disable any auto-apply settings that reduce transparency.
• Stay proactive, Google won’t ask for your permission before changing the rules again.
  
  

Let us know if you’d like help auditing your setup or calculating the right conversion values for your goals. Because no one knows your customers, or your margins, better than you.