Google Analytics introduced two new audience templates: High-Value Purchasers, based on purchase count or Lifetime Value (LTV) with an LTV percentile option to target top customers, and Disengaged Purchasers, based on days since last purchase to re-engage past buyers. These audiences can be used in Google Analytics reports and exported to Google Ads for customer acquisition and retention campaign goals.
On 1 December 2025, Google Ads will update its Gambling and games policy for the USA, disallowing promotion of online gambling content targeting horse racing. Existing certifications for horse racing aggregators will be revoked, and new applications for such certifications will be rejected. Promotion of horse racing by online gambling operators remains unaffected.
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Google Analytics renamed the Cost data import feature to Campaign data import to better reflect its function of importing campaign-level data like cost, clicks, and impressions from non-Google ads. The feature's functionality remains unchanged, existing imports will continue working, and no action is needed.
Display & Video 360 will expand audience list types from 3 to 10 by end of 2025 for better analysis. Three exchanges will be renamed in November 2025 to reflect new branding. Korean reports will change time format from 오후 to PM. TrueView campaigns will add a parameter for better conversion tracking. Optimized Targeting will adjust budgets in real-time from September 2025. Campaign Manager 360 will update impression counting to begin-to-render in 2025 for compliance.
Google now allows scheduling Google Posts in advance and publishing across multiple locations with one click, helping businesses save time and engage customers during busy seasons. Posts can include updates, offers, and events with text, photos, videos, and action buttons. They appear on Business Profiles in Search and Maps. Posts must follow content policies and can be edited or deleted after publishing.
Google updated Performance Max campaigns with two main features: Waze ads integration for U.S. store goal campaigns, letting businesses appear as 'Promoted Places in Navigation' pins without extra setup, and expanded channel performance reporting for all campaigns. Soon, reporting will include search partners and manager account access. These changes improve ad visibility and insights, with Waze ads expanding internationally in 2026.
Google Ads Editor 2.11 adds features like campaign-level negative keywords for Performance Max, search term reports, scheduled link checks, account-level exclusions, improved campaign selection, better CSV import/export, Smart Bidding Exploration, editable lead forms, URL settings for asset groups, Merchant Center feed nudges, more ad preview types, new user list types, renamed TrueView metrics, high LTV for Search, video generation, and streamlined Search campaign setup.
Google updated its Misrepresentation policy for Shopping ads and free listings in Merchant Center, adding examples, compliance guidance, and appeals info. The update clarifies enforcement with examples on non-delivery and faulty return/refund processes, without changing current rules. It also offers best practices for compliance and details on the appeals process.
Google is replacing the Ad Networks blocking control in AdSense with a new Authorized Buyers control starting November 6, 2025. This new control excludes inactive, test, and DV360 ad networks. Existing blocked networks stay unchanged, and new authorized buyers are allowed by default. The Authorized Buyers page offers better visibility and control. Management moves from Ad review center to the new page after launch.
