Google Ads API v17_1 release brings new features for advertisers

Google last week unveiled version 17.1 of its Google Ads API, introducing a range of new features and enhancements that will impact how advertisers manage and analyze their campaigns. This update, which comes without any breaking changes, offers improved tools for ad previews, asset management, and reporting capabilities. The announcement, made through Google's official developer channels, provides advertisers and developers with a 90-day window to implement these changes before the previous version is sunset.

According to the release notes, one of the key additions in v17.1 is the introduction of the ShareablePreviewService.GenerateShareablePreviews() method. This new functionality allows advertisers to generate URLs for shareable ad previews for both enabled and paused asset groups. These preview URLs, which are time-limited, come with an expiration date included in the API response. This feature addresses a long-standing request from advertisers who sought an easier way to share ad previews with clients or team members without granting full account access.

Another significant addition is the AdGroupAdService.RemoveAutomaticallyCreatedAssets() method. This feature enables advertisers to remove specific automatically created assets that are linked to Responsive Search Ads. The ability to fine-tune automatically generated content has been a point of discussion in the advertising community, as it balances the efficiency of automation with the need for brand control. This new method provides a more granular level of control over ad assets, allowing advertisers to maintain brand consistency while still leveraging Google's automated asset creation.

The v17.1 release also introduces support for returning ASSET_GROUP as a new Change Status resource type. This enhancement allows advertisers to track changes made to asset groups more effectively, providing better visibility into the evolution of their campaigns over time. The inclusion of asset groups in change tracking reflects the growing importance of these elements in modern digital advertising strategies.

In terms of reporting capabilities, Google has added a new report for retrieving offline conversion diagnostics, named offline_conversion_upload_conversion_action_summary. This report is designed to provide information about the overall health of conversion upload and adjustment processes at the conversion action level. The addition of this report addresses the need for more detailed insights into offline conversion tracking, which has become increasingly important as advertisers seek to connect online advertising efforts with offline sales and actions.

Furthermore, the API now includes new metrics in the offline diagnostics reports to convey the number of uploaded conversions that are still being processed. This addition aims to give advertisers a more real-time view of their conversion data, allowing for more timely optimizations and decision-making.

The v17.1 release also brings improvements to mobile app advertising with the addition of segments.sk_ad_network_version. This new field represents the version of the SKAdNetwork API, such as 3.0 or 4.0, used for iOS app install attribution. As mobile app advertising continues to evolve in response to privacy changes on platforms like iOS, this addition provides advertisers with more granular data to understand and optimize their app install campaigns.

Google has also added support for segmenting per_store_view based on segments.date. This enhancement allows for more detailed analysis of performance across different app stores over time, which is particularly valuable for advertisers managing multi-platform app campaigns.

For video advertisers, the v17.1 release brings support for retrieving information related to standard bidding strategies for video campaigns. This includes Fixed CPM (cost per thousand impressions) and Target CPV (cost per view) strategies. The addition of segments.ad_format_type further enhances video campaign reporting by allowing segmentation based on video ad format types in compatible reports such as ad_group and campaign.

These updates come at a time when the digital advertising landscape is rapidly evolving. Privacy concerns, changes in consumer behavior, and the increasing complexity of digital marketing channels are driving the need for more sophisticated advertising tools. Google's continuous updates to its Ads API reflect these industry trends and the company's efforts to provide advertisers with the tools they need to navigate this changing environment.

It's worth noting that while Google is introducing these new features, they are maintaining backward compatibility with no breaking changes in this release. This approach allows advertisers and developers to adopt new features at their own pace without the risk of disrupting existing implementations.

The release of v17.1 also underscores the importance of API-based advertising management in modern digital marketing strategies. As campaigns become more complex and data-driven, the ability to programmatically manage and analyze advertising efforts becomes increasingly crucial. The new features in this release, particularly around asset management and detailed reporting, reflect a trend towards greater automation and data granularity in digital advertising.

Google has announced that updated client libraries and code examples for v17.1 will be published in the week following the announcement. This resource will be invaluable for developers looking to implement the new features and ensure their integrations are up-to-date with the latest capabilities of the Google Ads API.

In conclusion, the release of Google Ads API v17.1 represents a significant step forward in providing advertisers with more powerful tools for managing and analyzing their digital advertising efforts. From improved ad preview sharing to enhanced offline conversion tracking and more granular reporting options, these updates address several key areas of focus for modern digital marketers. As the digital advertising landscape continues to evolve, staying abreast of these API updates will be crucial for advertisers looking to maintain a competitive edge in their marketing efforts.

Key facts about the Google Ads API v17.1 release

Announced on August 7, 2024

Introduces shareable ad preview URLs with expiration dates

Allows removal of automatically created assets in Responsive Search Ads

Adds support for ASSET_GROUP in Change Status resource type

Introduces new offline conversion diagnostics report

Adds SKAdNetwork version segmentation for mobile app advertising

Enhances video campaign reporting with new bidding strategy information

Includes no breaking changes from previous versions

Updated client libraries and code examples to be published within a week of announcement