Google moves offline conversion imports out of Ads API
▼ Summary
– Google will stop offline conversion imports via the UploadClickConversions request on June 15 for accounts inactive in the last 180 days.
– Advertisers and martech providers must migrate offline conversion workflows to the Data Manager API to avoid disruption.
– Offline conversion imports are critical for measuring leads and sales; failure to migrate may halt data flow, affecting reporting and bidding.
– The Data Manager API is a unified system for sending advertiser data, including Customer Match and conversion imports, with better functionality.
– Developers can still use the Google Ads API for non-offline operations, but must migrate offline workflows before the June 15 deadline.
Google is rolling out a significant change to how offline conversion data enters its advertising ecosystem. Starting June 15th, some developers will lose access to offline conversion imports through the Google Ads API. This shift requires advertisers and marketing technology providers to update their workflows or risk losing critical data.
What is changing. Google has notified developers that the `UploadClickConversions` request will stop functioning after June 15 for accounts that have not used it in the past 180 days. This restriction applies specifically to offline conversion imports and enhanced conversions for leads. All other Google Ads API operations will remain unaffected. The recommended path forward is to migrate these processes to the Data Manager API.
Why this matters. Offline conversions are essential for tracking actions that occur outside the digital customer journey, such as phone sales or in-store purchases. If integrations are not updated on time, conversion data will stop flowing into Google Ads. This can disrupt reporting, attribution, and automated bidding strategies. This move also underscores Google’s broader strategy of centralizing data infrastructure around first-party data and AI-driven automation.
The broader context. This update is part of Google’s push toward a unified data ingestion system. The Data Manager API is designed as a single hub for sending advertiser data into Google Ads, including Customer Match and conversion imports. Google claims the new API offers an improved developer experience and features unavailable in the older workflow.
As privacy regulations tighten and attribution models evolve, Google is consolidating advertiser tools into fewer, more tightly integrated systems. These systems are increasingly linked to automation and AI-powered campaign products. For developers and platforms, this means updating integrations, rebuilding import processes, and thoroughly testing new workflows before the deadline.
What to do next. Developers can continue using the Google Ads API for all operations unrelated to offline conversions. However, any workflow involving offline conversion imports should be moved to the Data Manager API before June 15. After that date, the existing functionality will begin to fail for affected accounts.
This update was first reported by PPC Specialist Arpan Banerjee, who shared the official communication on LinkedIn.
(Source: Search Engine Land)
