Week of Oct 20, 2025

9 changes logged the week of Oct 20, 2025, 1 high impact; 2 took effect. Open this week in the change history.

Google Ads

• Google auto-populated 'New customer value' on NCA campaigns without notice; Liaison confirmed experimentOct 21, 2025 · Bidding & Budget · General

  Bilal Yasin found new customer values set on campaigns with no change-history entry, inflating reported conversion value. Ginny Marvin confirmed it was an experiment aimed at helping advertisers use settings that improve results. Source

• Text guidelines (term exclusions and messaging restrictions) began appearing in accountsOct 20, 2025 · Creative & Assets · Search

  Arpan Banerjee spotted the campaign-level Text guidelines feature live in some accounts about five weeks after Google previewed it at Think Retail. Google did not announce the rollout timing. Source

• Canceled Google Ads accounts to be permanently deleted six months after cancellationOct 20, 2025 · Policy · Account & Billing

  Google updated its account retention rules so canceled accounts are permanently deleted six months after cancellation, with a 30-day email warning, and began cleaning up inactive accounts. Source

• New customer acquisition goals, including New Customer Only mode, rolled out to Demand GenOct 21, 2025 · Bidding & Budget · Demand Gen

  Demand Gen campaigns can now use customer acquisition goals to bid higher for new customers or exclusively for new customers. Google says advertisers using New Customer Only mode improved their new customer ratio by 11.5% at 3% lower acquisition cost. Source

• AI-generated video ads launched for Demand Gen, turning images into 10-second clipsOct 21, 2025 · Creative & Assets · Demand Gen

  Demand Gen can now automatically generate 10-second video ads from static image assets in horizontal, square and vertical orientations to extend reach on YouTube. Auto-generated videos are on by default and can be disabled per ad. Source

• Views column renamed TrueView views in video reportingOct 21, 2025 · Reporting & UI · Video

  The Views metric in Google Ads video reporting was relabelled TrueView views to clarify that it counts engaged views (30 seconds for skippable in-stream, 10 seconds for in-feed and Shorts, or an interaction). Source

Merchant Center

• Centralized Issue Details Page added under the Needs attention tabOct 21, 2025 · Reporting & UI · Reporting

  Merchant Center rolled out an Issue Details Page that consolidates account- and product-level issues with descriptions, suggested fixes (including one-click "Turn on" automations), business-impact metrics and sample affected products. Source

Search Console

• Performance reports stopped updating after October 19, 2025Oct 23, 2025 · Measurement · Measurement

  Search Console Performance data froze at October 19-20, 2025 for all properties in date-range views while the 24-hour view kept updating; Google's Daniel Waisberg confirmed the issue on October 24 and said data was catching up. Source

• Crawl stats report was missing data for October 14, 2025Oct 20, 2025 · Measurement · Measurement

  The Crawl stats report showed a one-day gap for October 14, 2025 across properties, a Google-side reporting issue rather than a crawling change. Source

Took effect this week

• 'Not a government website' disclosure auto-added to Search ads for government documents and servicesEffective Oct 22, 2025 · announced Sep 22, 2025 · Google Ads
• CSAI policy renamed Child Sexual Abuse and Exploitation (CSAE) and made an egregious violationEffective Oct 22, 2025 · announced Aug 19, 2025 · Google Ads

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