Google Ads launches dedicated new‑customer acquisition reporting feature

Google Ads has added a new "Report on new customers acquired" option within its Customer Acquisition settings. The feature provides advertisers with separate columns for "New customers" and "New customer value," allowing them to measure the performance and value of newly acquired customers without influencing the platform's bidding algorithms.

The update replaces a widely used workaround that required setting a minimal bid adjustment (0.01) to access similar data. The change was first identified by Vasant Chaudhary and highlighted by Thomas Eccel, and reflects Google’s broader effort to offer clearer, more transparent reporting tools for advertisers focused on customer lifetime value and acquisition efficiency.