Percentage multipliers of 1.1x to 5x left beta for customer lifecycle goals in Google Ads and SA360

Google moved percentage multipliers for customer lifecycle goals out of beta. Instead of adding a flat amount to a new customer's conversion value, advertisers can multiply it by 1.1x to 5x so the adjustment scales with predicted cart size.

The control appears as "Multiply by" alongside the existing "Increase by" option. At 1.2x a $100 purchase is valued at $120 and a $500 purchase at $600. The rollout is global this month across Search, Shopping, Performance Max and Demand Gen, in both Google Ads and Search Ads 360. Segments used to identify existing customers need at least 1,000 active members. Google says multipliers do not guarantee a particular bid increase, acquisition cost or campaign outcome, and its examples cover only new customer acquisition, not retention goals.