Advertisers running Search or Performance Max campaigns can set up incrementality tests without going through a Google representative, Search Engine Land reported on Oct. 7. Self-serve user-based Conversion Lift already covered App, Demand Gen, Video, and Display campaigns.
The entry bar is real. Accounts need at least 1,000 observed conversions, not counting any that rely on supplementary data, and participating campaigns need a budget of at least $5,000. A compatible conversion action must also be tracked.
The test works by holding back a group of users who never see the measured campaigns, then comparing their behavior against exposed users. Google says a larger holdout can improve the sample, though it means withholding ads from more people.
Access is uneven. Google’s documentation says availability varies by account, and alpha or beta campaign types may still need a representative.
Accounts below the thresholds stay outside the self-serve path. Before planning a test, check your conversion count with supplementary data excluded, because that figure decides eligibility.
Search Engine Land, reported by Anu Adegbola on Oct. 7, 2026.
