Google Ads API v24.1 expands testing tools

Google has launched version 24.1 of the Google Ads API, bringing sharper reporting segmentation, broader experiment capabilities, and enhanced security features as advertisers navigate increasingly automated campaign landscapes. The update also prepares developers for Google’s forthcoming data retention policy changes, set to take effect next year.

Why this matters. This release zeroes in on three priorities that have grown critical for advertisers: deeper performance visibility, greater creative control, and streamlined testing automation. It also gives brands more authority over how creatives appear in Demand Gen campaigns, an area where automation has often limited customization.

Advertisers and developers relying on robust reporting infrastructure should start preparing for Google’s upcoming 37-month data retention limit, which will begin impacting historical performance analysis in 2026.

Mobile reporting gets more granular. A standout addition is a new mobile device platform segment, enabling advertisers to break out reporting by operating system. Through the new `segments.mobiledeviceplatform` field, developers can now isolate campaign and customer-level performance across iOS and Android traffic. This matters because user behavior often diverges significantly between operating systems, particularly for app marketers, ecommerce advertisers, and brands optimizing conversion value.

Demand Gen adds classic image support. Google is also expanding creative control within Demand Gen campaigns. The release introduces support for static image ads via the `classicdisplayimages` field in `DemandGenMultiAssetAd`, allowing brands to upload creatives that run on the Google Display Network exactly as designed, without AI-generated asset combinations. This feature appears aimed at advertisers seeking stricter control over branding and asset presentation.

Passkeys come to Google Ads. Security is another major focus in v24.1. Google has introduced a new `passkey_enabled` field that indicates whether a user has enabled passkey authentication for their Google Ads account. This update follows Google’s broader push toward passwordless authentication and increased protection around sensitive account actions.

Experiment support expands. Google is significantly broadening support for Experiments, one of the platform’s core testing frameworks. Advertisers can now run and compare experiments across AI Max campaigns, Video campaigns, Demand Gen campaigns, and Performance Max campaigns. The release also adds more transparent reporting across experimental arms, including metrics like clicks, conversions, and impressions, making side-by-side analysis easier. This move reflects Google’s broader strategy of standardizing experimentation across its AI-driven campaign products.

A major data retention change is coming. Google also reiterated that beginning June 1st, Google Ads and related measurement APIs will move to a 37-month retention limit for granular reporting data, including daily, weekly, and hourly statistics. To support the transition, v24.1 introduces a new error code: `DateRangeError. REQUESTEDDATEGRANULARITYNOTSUPPORTED`. Developers querying older granular datasets will need to update reporting workflows before the policy change takes effect.

What’s next. Google says updated client libraries and code samples for v24.1 are already available. The company is also hosting a live walkthrough of the release across Discord, YouTube Live, and LinkedIn Live.