Activate customer lifecycle goals

Step 3 of 5: Activate lifecycle goals in your campaign

Go to Campaigns within the Campaigns menu .
Select the campaigns that you want to enable lifecycle goals for (currently available for Performance Max, Search, and Shopping campaigns) using the checkboxes next to the campaign name
Select Edit.
Select Update customer acquisition beside the campaign name to open the "Settings" panel.
Enable lifecycle goals in your campaign:
- To enable New Customer Acquisition goal:
  - Expand the "Customer acquisition" row
  - Select Optimize campaign for acquiring new customers.
    - Choose whether you want to:
      1. Bid higher for new customers than existing customers (recommended)
        
        This option lets you optimize for new customer acquisition while helping you drive overall sales by targeting all customers.
        
        Note:
        
        This is only available for max conversion value/target ROAS bid strategies.
        
        If you want to further optimize towards high value new customers, you’ll need to enable this option.
      2. Only bid for new customers
        
        This option limits your ads to only new customers regardless of your bid strategy.
- If you’re setting up a Retention goal:
  - Expand the "Customer retention" row
  - Select Adjust your bidding to help win back lapsed customers

Values used in New Customer Value Mode and Win-Back Mode are configured in your lifecycle goal settings at the account level. If you need to make adjustments, click Change value and you’ll be taken to your account goal settings.
1. Note: If you want to optimize towards lapsed and high value lapsed customers, you’ll need to ensure both modes are toggled in UI.

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