Google has announced that any campaign experiments running without an end date will be brought to an end in August. This is part of Google's ongoing efforts to help users tidy up their accounts by ending unfinished experiments.

Google is ending campaign experiments without an end date to help users clean up their accounts. Many practitioners set up campaign experiments and forget about them, leading to long-running, potentially irrelevant tests. This change aims to ensure that accounts are more organized and that AI can manage campaigns more effectively.

The new policy limits campaign experiments to a maximum of 84 days (12 weeks). This can be frustrating for users who need more time to reach statistical significance or want to run longer tests. However, it encourages better test methodologies and more frequent check-ins on experiments.

Users who regularly check and manage their experiments will likely not be impacted by the new policy. However, those who set up experiments and forget about them will benefit from tighter account management and more effective AI control. The change promotes better organization and more efficient use of campaign experiments.