Google has replaced a time-based estimate for Smart Bidding calibration with a volume-based one. Its learning period help documentation now says campaigns typically need roughly 50 conversion events or three conversion cycles to finish calibrating, a change from the prior benchmark of up to three weeks or one to two cycles.
The shift matters most for low-volume accounts, where a fixed multi-week estimate rarely matched actual data collection speed. A campaign gathering conversions slowly could sit well short of 50 events long after the old three-week marker had passed, and the new framing makes that gap explicit.
Google also added Performance Max campaigns to its conversion goals best practices documentation, extending guidance that previously covered other campaign types. The update was spotted by Hana Kobzová.
Advertisers running low-volume Smart Bidding campaigns should track calibration against conversion counts rather than the calendar, and Performance Max managers should review the newly added goals guidance.
Per PPC News Feed, September 22, 2026.
