Google Ads Cuts the Workaround: New Customer Reporting Now Built In
Google Ads added a dedicated reporting option for new customer acquisition, letting you measure win rates without the bidding tricks most shops have been using.
The 5-second version
- Google Ads now has a 'Report on new customers acquired' option inside Customer Acquisition settings.
- You can measure new versus existing customer performance without applying bidding adjustments.
- Eliminates the workaround most advertisers were using to get this data.
Google Ads just removed a headache that's been plaguing advertisers since customer acquisition bidding launched. Until now, the only way to get solid reporting on which ads actually convert new customers was to use a workaround involving bidding adjustments, which meant tweaking your actual campaign strategy just to see the data.
What Google Changed
Customer Acquisition settings in Google Ads now include a third option: 'Report on new customers acquired.' Select it, and you get full visibility into new customer performance without any bidding adjustments. Your campaign runs on its own logic. You just see the numbers.
This sits alongside the two existing choices: bidding to maximize new customers, or bidding to acquire new customers at a target cost. The reporting-only option lets you measure without steering.
Why This Matters for Your Bottom Line
- You can finally see which channels, keywords, and creatives pull in actual new buyers instead of relying on guesswork or manual workarounds.
- Your campaign structure doesn't change just because you want better data, so you avoid the risk of accidentally tanking performance while you're experimenting.
- You can compare new customer ROI directly against repeat customer revenue in the same dashboard, making it easy to decide where to spend more.
If you've been managing new customer reporting through bidding adjustments or external workarounds, this change simplifies your setup significantly. Turn on the reporting option and let your bids do what they were designed to do.
Questions owners ask
What's the difference between 'Report on new customers' and the old workaround?
The old way forced you to use bidding adjustments to isolate new customer data. This new option lets you measure new customer performance without touching your bids at all, so your campaign keeps running the way you built it.
Will turning on this reporting change how my ads perform?
No. Selecting 'Report on new customers acquired' is purely a measurement setting. Your bids and campaign behavior stay exactly the same.
Where do I find this new option?
It lives inside Customer Acquisition settings in Google Ads, alongside the existing bidding adjustment options.
Can I see both new and repeat customer data at the same time?
Yes. This reporting option lets you compare new customer acquisition performance against your repeat business in the same report, without any campaign changes needed.
