Google Ads API Enforces Stricter Conversion Tracking Rules
▼ Summary
– The Google Ads API will stop accepting new users of session attributes or IP address data in conversion imports starting February 2nd.
– Existing developers using these features can continue temporarily but must migrate to the Data Manager API, which is now the designated long-term solution for such data.
– Failing to migrate can cause conversion imports to fail or lose context, impacting reporting, attribution, and automated bidding.
– New developers will be blocked from sending this data via the Ads API, and errors like CUSTOMER_NOT_ALLOWLISTED_FOR_THIS_FEATURE will occur for non-compliant requests.
– To resolve this, developers must remove the data from Ads API calls and send it through the Data Manager API instead.
Beginning February 2nd, the Google Ads API will implement new restrictions, preventing new developers from including session attributes or IP address data in their conversion imports. This move signals a significant shift in how Google expects advertisers and developers to handle complex user data. While existing integrations using these fields can continue for a limited time, the tech giant is actively directing all users toward its Data Manager API for this purpose. This consolidation aims to streamline data ingestion, positioning the Data Manager API as the definitive long-term solution for richer data signals, while the Ads API refocuses on fundamental campaign and conversion management tasks.
The practical impact of this policy update is substantial. Conversions that rely on blocked session or IP data may fail to record properly, leading to gaps in reporting, skewed attribution models, and potential disruptions to automated bidding strategies that depend on accurate conversion data. Ensuring a smooth transition to the new system is therefore critical for maintaining measurement continuity and leveraging the full scope of available data.
This change primarily affects new developers, who will be entirely blocked from sending session attributes or IP addresses through the Ads API starting next month. Existing developers currently using these fields are granted a temporary reprieve, but their access is contingent on an allowlist tied to their developer token. Google’s expectation for these users to migrate is unambiguous. After the change takes effect, attempted conversion imports containing the now-restricted data will trigger a specific `CUSTOMERNOTALLOWLISTEDFORTHIS_FEATURE` error within partial-failure responses, indicating the submission was rejected.
To address this and prevent conversion tracking issues, a clear action plan is required. Developers should first temporarily strip session attributes and IP addresses from their Ads API conversion calls to ensure basic functionality. The next, and most crucial, step is to update their systems to route this data through the Data Manager API. Once that new integration is tested and operational, they can permanently discontinue using the Ads API for these specific conversion imports. The overarching message from Google is evident: while current implementations aren’t being shut down overnight, the future of conversion tracking that utilizes session or IP data is inextricably linked to the Data Manager API. Proactive migration is the only viable path forward for sustainable and accurate campaign measurement.
(Source: Search Engine Land)
