Google now offers a dedicated reporting toggle, “Report on new customers acquired,” that splits new and existing customer purchases without altering how a campaign bids. Marketer Vasant Chaudhary spotted the option first, and Thomas Eccel detailed it in a LinkedIn post crediting him.
For years, getting that new-versus-existing split meant gaming a bid modifier. Eccel described setting “Bid higher for new customers” to a token value of one cent, a workaround that technically counted as a bidding change but was designed to leave actual bids untouched. Anyone without a tool like ProfitMetrics, which tracks that split natively along with lifetime value, had little other choice.
The new setting removes that workaround entirely. Turning it on adds a New Customers column and a separate New Customer Value column to reporting, leaving the bidding algorithm untouched, according to Eccel’s post.
Accounts that built dashboards or scripts around the one-cent bid-modifier hack should retire that logic once the native columns are live. It closes a reporting gap that forced advertisers to distort a real campaign setting just to get a number Google now reports directly.
Search Engine Roundtable’s Barry Schwartz reported the rollout, citing Thomas Eccel’s LinkedIn post, between August 7 and August 9, 2026.
