Dario Zannoni found out that Google has updated Performance Max campaigns with the Retention Goal to boost customer loyalty and maximize lifetime value.
The goal is currently in beta.
Activation requires meeting specific criteria, including targeting purchase conversion goals, using a Google Merchant Center feed, and optimizing toward New Customer Acquisition Goals in “New Customer Value” mode.
Additional steps include defining a value for re-engaging lapsed customers and supplying a customer match list.
The Retention Goal’s support page is live, indicating an initial phase with limited access, with a broader rollout expected in the upcoming months.
