"Without any heads-up, and without it being in the change history, a new customer value has suddenly been applied to a customer. It was set to 200 DKK. One thing is that Google has assigned a value, but another is that I can't remove it again!"
"This means that for every new customer Google claims I get through Google Ads, 21.88 DKK is being added to the revenue figure."
"This guidance is part of an experiment aimed at helping advertisers use settings that will improve results-specifically, to increase new customer ratios-when setting New Customer Value within New Customer Acquisition campaigns. When the New Customer Value is set too low, or not set at all, it prevents the campaign from properly optimizing to find high-value new customers. If you're not sure what value to set, we'll suggest a default value in the UI (based on historical conversion data),"
Google Ads is running an experiment that can auto-apply a New Customer Value to New Customer Acquisition campaigns, sometimes without advertiser notice or a change-history entry. Advertisers have reported fixed values (for example, 200 DKK) that cannot be removed and that add a per-new-customer revenue amount to reporting. The automatic value can inflate reported revenue and confuse optimization because Google does not actually know each new customer's true value and many conversions remain labeled as unknown. Google advises the feature is intended to improve new-customer ratios, suggests defaults based on historical conversion data, and recommends testing values such as 2x average order value.
Read at Search Engine Roundtable
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