Google will soon make significant changes to its Google Ads API, simplifying the process of downloading conversion adjustments.
Why we care. This update removes a key friction point for advertisers and API users, enabling more immediate data adjustments and potentially more precise campaign optimization.
Driving the news. Starting September 9, users can download conversion adjustments immediately after saving the original conversion, eliminating the previous 24-hour waiting period.
Key changes:
- Removed error codes related to “too recent” conversions.
- Adjustments will be considered “pending” until processed (up to 24 hours).
- Affects Google Ads API versions v15, v16, and v17.
What to watch:
- API users should remove logic that imposes wait periods for adjustment downloads.
- Applications should be modified to no longer track deleted error codes.
- Users who rely on successful or failed event count metrics may need to adjust their logic, especially for version 17.
Between the lines. This update streamlines the process of adjusting conversions, which could potentially lead to more current and accurate campaign data for advertisers.
What’s next. Google has advised users to update their apps and processes before September 9.
Bottom line. While this change simplifies the upload process, it may require some adjustments to existing workflows and applications for Google Ads API users.
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About the author
Anu Adegbola was Paid Media Editor of Search Engine Land since 2024. It covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
lead digital marketing campaigns (primarily, but not exclusively, paid search) by strategizing, maximizing ROI, automating repetitive processes, and improving the efficiency of every part of marketing departments through leadership inspiring on the agency side as well as on the client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event – PPC Live and the host of weekly PPCChat Roundup podcast.
She is also an international speaker with some of the stages she has presented on SMX (USA), SMX (Munich), Friends of Search (Amsterdam), BrightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon. , PPC Chat Live, AdWorld Experience (Bologna) and more.