Google Ads · Status at source date: Newsletter archive
Google Ads experiments add auto-apply setting, enabled by default
Bob Meijer has flagged that Google Ads experiments now include an auto-apply setting: enabled by default: that automatically applies experiment results to live campaigns. The setting offers configurable confidence thresholds: directional results (default), or statistical significance at 80%, 85%, or 95%.
What changed
A guard rail prevents auto-application if any chosen success metric performs significantly worse in the treatment arm. Meijer notes that with a two-metric cap on success metrics, auto-apply may optimise for those metrics while allowing others to deteriorate undetected.
Why it matters for advertisers
For you, this means checking your experiment settings immediately: if auto-apply is active on any running experiment, switching to manual review is advisable until you have reviewed the full data picture across all metrics.
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Original newsletter text and archive evidence
Google Ads experiments add auto-apply setting, enabled by default
Bob Meijer has flagged that Google Ads experiments now include an auto-apply setting: enabled by default: that automatically applies experiment results to live campaigns. The setting offers configurable confidence thresholds: directional results (default), or statistical significance at 80%, 85%, or 95%. A guard rail prevents auto-application if any chosen success metric performs significantly worse in the treatment arm. Meijer notes that with a two-metric cap on success metrics, auto-apply may optimise for those metrics while allowing others to deteriorate undetected.
For you, this means checking your experiment settings immediately: if auto-apply is active on any running experiment, switching to manual review is advisable until you have reviewed the full data picture across all metrics.
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