The Google Adverts API will not settle for new adopters of session attributes or IP tackle knowledge in conversion imports beginning Feb. 2nd. Builders who already use these fields can proceed for now, however Google is steering everybody towards the Information Supervisor API as the first place to ship complicated conversion and person knowledge.

Zoom out. Google is consolidating richer knowledge ingestion into the Data Manager API, positioning it because the long-term residence for session-level attributes and IP-based indicators. The Adverts API is more and more centered on core marketing campaign and conversion workflows fairly than dealing with complicated knowledge payloads.

Why we care. This transformation can immediately have an effect on whether or not conversions are efficiently recorded. If session attributes or IP knowledge are blocked, conversions could fail or lose necessary context, which might impression reporting, attribution, and automatic bidding. Transferring to the Information Supervisor API ensures continuity of measurement, entry to richer knowledge indicators, and alignment with Google’s long-term measurement infrastructure.

Who’s affected. New builders shall be blocked from sending session attributes or IP addresses by way of the Adverts API. Current builders who’re already utilizing these fields can proceed quickly, however entry is managed by developer-token allowlisting and migration is clearly anticipated.

What breaks. As soon as the change rolls out, some conversion imports could return a CUSTOMER_NOT_ALLOWLISTED_FOR_THIS_FEATURE error in partial-failure responses. That error means the conversion was rejected as a result of it included session attributes or IP tackle knowledge.

What to do: To resolve the difficulty, builders ought to quickly take away session attributes and IP addresses from Adverts API conversion imports, replace their code to ship that knowledge by means of the Information Supervisor API as an alternative, after which totally discontinue Adverts API conversion imports as soon as the Information Supervisor integration is working.

Backside line: Google isn’t reducing off current implementations instantly, however the path is evident. In case your conversion monitoring will depend on session attributes or IP knowledge, migrating to the Information Supervisor API is not optionally available — it’s the trail ahead.

Dig Deeper. Changes to IP Address and Session Attribute Support in the Google Ads API

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Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and extra.

In 2008, Anu began her profession delivering digital advertising and marketing campaigns (largely however not solely Paid Search) by constructing methods, maximising ROI, automating repetitive processes and bringing effectivity from each a part of advertising and marketing departments by means of inspiring management each on company, consumer and advertising and marketing tech facet. Exterior enhancing Search Engine Land article she is the founding father of PPC networking occasion – PPC Live and host of weekly podcast PPC Live The Podcast.

She can be a world speaker with a few of the phases she has offered on being SMX (US, UK, Munich, Berlin), Pals of Search (Amsterdam, NL), brightonSEO, The Advertising and marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Stay, AdWorld Expertise (Bologna, IT) and extra.


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