Topic: lifetime value

February 14, 2026

Google Ads Launches ROAS Tool for New Customer Valuation

Google Ads has launched a new tool that uses a target return on ad spend (ROAS) to automatically suggest a data-driven conversion value for first-time customers, replacing manual estimates. The tool provides a strategic starting point for bidding but currently lacks real-time, granular adjustment...

Brands Abandoned Loyalty, Not Customers

Customer loyalty has not disappeared; it was eroded by brands prioritizing short-term engagement tricks over delivering consistent, fundamental value, creating a loyalty illusion. The failure stems from measuring superficial engagement metrics instead of economic impact, as programs rarely prove ...

Google Ads Tests Auto-Setting New Customer Value

Google Ads is testing an automatic New Customer Value assignment in New Customer Acquisition campaigns without prior advertiser notification or approval, causing unexpected reporting changes and concern among marketers. The automatic assignment can distort revenue and performance metrics, as Goog...