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Heads upGoogle · Budgets & bidding · Thu, Oct 22, 2026

Google Ads new-customer and retention values can now be a multiplier (1.1x to 5x), and retention modes roll out in PMax, Search and Shopping

What changed

Google's Ads Liaison said on Oct 22 that customer lifecycle goals are no longer limited to a flat extra value. A new "Multiply by" option scales the value with the order, from 1.1x up to 5x (at 1.2x, a $100 purchase counts as $120 and a $500 purchase as $600). It is rolling out of beta globally this month across Search, Shopping, Performance Max and Demand Gen, in Google Ads and SA360. Google also said high value mode for new customer acquisition is rolling out in Shopping campaigns, and three customer retention modes (Re-engagement, Loyalty and Retention-only) are rolling out in Performance Max, Search and Shopping.

What to do

If you use a flat new-customer value and sell both cheap and expensive items, test a multiplier on one campaign first. A multiplier raises reported conversion value and ROAS, so revisit any Target ROAS on that campaign and compare against the Original conversion value column. Keep your customer lists (at least 1,000 active members) fresh so Google can tell new from returning buyers. Look at the retention modes for win-back and loyalty pushes before BFCM.

Source

Google desk · open
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Logged Oct 22, 2026 · Platform: Google · Impact: Heads up

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