Google Ads API streamlines conversion adjustment process for advertisers

Google this month announced improvements to its conversion adjustment upload process for Google Ads API users. The changes, set to take effect on September 9, 2024, will eliminate the current 24-hour waiting period between uploading original conversions and their corresponding adjustments. This update aims to streamline the conversion tracking process for advertisers and developers using the Google Ads API.

The Google Ads API, a programmatic interface that allows advertisers to interact with and manage their Google Ads accounts at scale, plays a crucial role in automating advertising operations for many businesses. Conversion tracking, a key feature of the API, helps advertisers measure the effectiveness of their ad campaigns by recording valuable actions taken by users after interacting with an ad.

Previously, API users were required to wait 24 hours after uploading an original conversion before they could submit any adjustments to that conversion data. This delay often necessitated complex tracking systems and retry mechanisms to ensure accurate reporting. According to the announcement, this limitation will be removed, allowing for immediate upload of conversion adjustments as soon as the original conversion has been recorded.

The change affects multiple versions of the Google Ads API, including the current v17 and older versions v15 and v16. For all these versions, two specific error codes will no longer be returned by the UploadConversionAdjustments method: ConversionAdjustmentUploadError.TOO_RECENT_CONVERSION_ACTION and ConversionAdjustmentUploadError.TOO_RECENT_CONVERSION. These error codes previously indicated that an adjustment was being attempted too soon after the original conversion.

In the latest v17 of the API, conversion adjustments that would have triggered these errors will now be counted towards a new "pending_count" in diagnostics reports. This pending status may last up to 24 hours, after which the adjustments will be moved to either the "successful_count" or "failed_count" categories, depending on the outcome of the processing.

For older versions (v15 and v16), the behavior is slightly different. Conversions that would have triggered the now-obsolete error codes will be initially counted towards the "total_event_count" metric in diagnostic reports. After processing, which may also take up to 24 hours, these events will be categorized as either successful or failed.

This update has several implications for developers and advertisers using the Google Ads API. First and foremost, it eliminates the need for complex logic to manage the 24-hour waiting period. Advertisers can now upload conversion adjustments immediately after the original conversion is recorded, potentially leading to more timely and accurate reporting.

Moreover, the change simplifies error handling in API implementations. Developers will no longer need to check for the two specific error codes that are being removed, potentially simplifying their code and reducing the need for retry mechanisms.

However, the introduction of the "pending" state for conversion adjustments in v17 may require some adaptation. Applications that rely heavily on immediate successful or failed event counts may need to be modified to account for this new intermediary state.

The timing of this announcement, nearly a month before the changes take effect, gives developers and advertisers ample time to prepare their systems for the update. Google recommends that API users take several steps to adapt to these changes:

1. Remove any existing logic that enforces a waiting period before uploading adjustments.
2. Modify application logic and business processes to stop tracking the two conversion adjustment errors that are being removed.
3. For those using v17, revisit application logic that relies on immediate successful or failed event counts, taking into account the new pending state.

This update to the Google Ads API comes at a time when accurate and timely conversion tracking is more critical than ever for digital advertisers. With the increasing complexity of customer journeys and the growing importance of data-driven decision making, the ability to quickly adjust and report on conversion data can provide a significant advantage in optimizing ad performance.

The change also reflects a broader trend in the digital advertising industry towards more real-time data processing and reporting. As advertisers seek to make faster, more informed decisions about their campaigns, tools and APIs that can provide near-instantaneous data updates become increasingly valuable.

It's worth noting that while this update simplifies the process of uploading conversion adjustments, it does not change the fundamental nature of how conversions are tracked or how the Google Ads system processes this data. The 24-hour processing period still exists; it's just been moved from the input side (where advertisers had to wait to upload adjustments) to the processing side (where adjustments may remain in a pending state for up to 24 hours).

As with any significant API change, it will be crucial for developers and advertisers to thoroughly test their systems with these new behaviors before the September 9 rollout. While the change is designed to simplify processes, any modification to established workflows carries the potential for unforeseen complications.

In conclusion, Google's announcement of improvements to conversion adjustment uploads represents a significant enhancement to the Google Ads API. By eliminating the 24-hour waiting period and simplifying error handling, Google aims to provide a more streamlined and efficient experience for advertisers and developers. As the digital advertising landscape continues to evolve, such improvements in core functionalities of advertising platforms will likely play a crucial role in helping businesses optimize their online marketing efforts.

Key facts

The changes will take effect on September 9, 2024.

The 24-hour waiting period for uploading conversion adjustments will be eliminated.

Two specific error codes related to recent conversions will no longer be returned.

In API v17, a new "pending_count" will be introduced for conversion adjustments being processed.

In API v15 and v16, processing adjustments will initially count towards "total_event_count".

Processing of conversion adjustments may still take up to 24 hours.

Developers are advised to remove waiting logic, modify error handling, and adapt to the new pending state in v17.