Google Ads is rolling out a new customer acquisition option named "Report on new customers acquired." This lets you "Drive purchases from new and existing customers without changing bidding," according to Google.
This feature was spotted by Vasant Chaudhary but Thomas Eccel posted about it crediting him on LinkedIn - Thomas wrote:
Remember the hack? To get the new vs existing customer split without changing your bidding, you had to pick "Bid higher for new customers" and set the value to 0.01. Spotted by Vasant Chaudhary.Technically it changed bidding. Practically it changed nothing. Everyone who does not use ProfitMetrics (that comes with a new vs existing customer split natively and even with LTV) had to this in order to get to segment conversions by new vs existing.
Here is his screenshot:
Thomas added, "Now Google added a reporting setting: Report on new customers acquired = just measurement, no bidding algo impact. You get the New customers and New customer value columns. This is not new and will replace the 0.01 "workaround"."
Forum discussion at LinkedIn.
Update: Seems like Google updated the verbiage a bit:
Ohhh This Is WILD!
Now You Can "Bid Only For New Customers" WITHOUT Changing Your Bidding Strategy To Smart Bidding.
WHAT?!?!?!?!?!?! https://t.co/cBEVDFEHFI
— Anthony Higman (@AnthonyHigman) November 4, 2026
