In short
Qualified Future Conversions is Google’s Gemini-powered metric, announced at Google Marketing Live 2026, that estimates the future value of today’s ad interactions, such as repeat visits, brand searches, and later purchases, so Smart Bidding can optimize toward long-term revenue rather than last-click outcomes. It is a direct answer to a long-standing problem: bidding to the immediate conversion undervalues customers who are worth far more over time. The dependency is the whole story. QFC learns from your conversion and value data, so advertisers feeding complete, well-matched signals get models that predict well, while thin or poorly matched signal produces thin predictions. That makes QFC the sharpest commercial argument for fixing signal quality this year, because the metric that will increasingly decide budget allocation is trained on the exact first-party data most advertisers under-send. Getting conversions, values, and identifiers into Google cleanly is now a bidding advantage, not just a reporting nicety.
The dependency
QFC learns from your conversion and value data. Advertisers feeding complete, well-matched signals get models that predict well; thin signal gets thin predictions. This is the sharpest commercial argument for fixing signal quality this year.
What does Qualified Future Conversions depend on?
Two advertisers run the same campaign. One sends complete, well-matched conversion and value data; the other sends sparse signal. QFC predicts long-term value well for the first and poorly for the second, so the model rewards the advertiser whose first-party data is clean and complete.
Reference: Google Marketing Live 2026, Qualified Future Conversions announcement