Google Expands Data Manager API with GMP Event Ingestion

Google is taking a significant step toward unifying how advertisers manage measurement and audience data. The technology giant has rolled out new capabilities for its Data Manager API, enabling brands and partners to send offline conversion data to multiple Google Marketing Platform destinations while also enhancing Customer Match performance through IP-based matching.

Here’s what’s changing. The Data Manager API now supports the upload of offline conversion events directly to Campaign Manager 360, Search Ads 360, and Display & Video 360. This expansion positions the API as a centralized data ingestion layer that spans Google’s broader advertising ecosystem.

Advertisers can now use a single schema to transmit conversion data across several Google products, eliminating the fragmented workflows that previously demanded separate integrations for each platform. The API also handles encrypted user identifiers, such as email addresses and phone numbers, and allows events to be routed to multiple destinations within a single request.

The bigger picture: Google is actively encouraging advertisers still using the Campaign Manager 360 API for conversion uploads to transition to the Data Manager API. According to the company, the newer framework simplifies implementation while offering greater flexibility for measurement and attribution use cases.

The update also introduces IP ingestion support for Google Ads Customer Match through a new CompositeData field. Advertisers can now upload IP addresses alongside traditional identifiers like email addresses, phone numbers, and postal addresses.

Starting in Q3 2026, Google says that including IP addresses with corresponding observation timestamps will help improve Customer Match rates, potentially boosting audience reach and match accuracy.

Why this matters. These changes make it easier to unify conversion measurement across Google’s advertising products while strengthening audience matching capabilities. For advertisers managing large-scale first-party data programs, higher match rates and a streamlined data ingestion workflow could lead to better attribution and more effective audience activation.

The takeaway. Google is positioning the Data Manager API as the central hub for conversion and audience data, offering advertisers a more unified approach to managing measurement and Customer Match across its ad platforms.