Google Ads has reclassified the feature formerly known as “Missed Growth Opportunities,” shifting it from the Labs section into the official Recommendations tab, now called “Missed Opportunities.” This change allows advertisers to see their missed clicks, conversions, and the overall conversion value they could have achieved.
This beta report was initially discussed in October 2025, where it was noted that the report provides insights into the performance that could have been attained in the previous year if bidding strategies and budgets for campaigns with growth potential had been adjusted accordingly, as stated by Google.
While the appearance of the report remains unchanged, it has been relocated from Labs to the Recommendations section and now bears the new name, Missed Opportunities.
Thomas Eccel discovered this update and shared it on his LinkedIn profile, mentioning that Google Ads categorized it as a new beta feature within the Recommendations tab.
His shared screenshot shows the interface with branding overlays, highlighting the new placement and naming within Google Ads:
Further discussion about this update can be found in forums and industry groups on LinkedIn.