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Google Ads API v20 brings Performance Max negative keywords and granular reporting

Four days after release, latest API update introduces campaign-level controls and platform comparable conversions for marketing teams.

Luis Rijo

• 5 min read
Google Ads API v20 announcement video featuring developer relations engineer Mattia Tommasone
Google Ads API v20 announcement video featuring developer relations engineer Mattia Tommasone

Google released version 20 of its Google Ads API on June 4, 2025, introducing campaign-level negative keywords for Performance Max campaigns alongside enhanced Demand Gen reporting capabilities. The update represents a significant milestone for digital marketing professionals seeking greater control over automated campaign types that have previously offered limited customization options.

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According to the Google Ads Developer Blog, "You can now add campaign level negative keywords to your Performance Max campaigns." This functionality addresses a persistent concern among marketers who have requested more granular control over Performance Max campaigns since their general availability launch. Previously, Performance Max campaigns only supported negative keywords at the account level, creating challenges for advertisers managing multiple campaigns with different targeting requirements.

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The v20 release introduces more precise ad network type segmentation for Demand Gen campaigns. Previously, all Google-owned inventory was aggregated under a single "Google Owned Networks" category. The new segmentation splits reporting into four distinct channels: YouTube, Maps, Discover, and Gmail. However, this granular reporting only applies to data from March 7, 2025, onwards. According to the release documentation, "even if you use V20 and you query for data before that date, you will still get metrics aggregated in the Google owned networks segment."

Version 20 also brings platform comparable conversions measurement to Demand Gen campaigns. These metrics factor in view-through conversions and isolate Demand Gen performance from other Google campaigns, enabling more accurate comparisons with advertising platforms outside Google's ecosystem. According to the Google Ads Help Center, "This aligns with the default attribution used in other advertising platforms and provides an additional view to Demand Gen performance even when other Google campaigns are running."

The platform comparable conversions methodology addresses two fundamental attribution differences between Google Ads and competitor platforms. First, it limits attribution scope to Demand Gen touchpoints exclusively, assigning full credit to the last Demand Gen interaction rather than distributing credit across multiple Google campaigns. Second, it includes view-through conversions in conversion calculations, matching the approach used by most other advertising platforms. According to Google's documentation, "VTCs are now included in conversion metrics" whereas Google traditionally excludes them from standard conversion reporting.

For Performance Max campaigns, the campaign-level negative keywords feature provides advertisers with intermediate control between account-wide exclusions and the previous absence of campaign-specific targeting refinements. The functionality applies exclusively to Search and Shopping inventory within Performance Max campaigns. According to the Google Ads Help Center, "Performance Max negative keywords are applicable to Search and Shopping inventory only" and "Negative keyword lists aren't available to use in your Performance Max campaigns."

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The API update also expands asset group reporting capabilities. Version 20 introduces multiple new metrics columns including new_customer_lifetime_value, conversions_by_conversion_date, and value_per_conversions_by_conversion_date. Additionally, new segment columns enable reporting by ad_network_type, conversion_action, device, and external_conversion_source. These enhancements provide marketers with deeper visibility into asset group performance across different dimensions.

Planning services receive substantial enhancements in v20, though many features remain restricted to allowlisted accounts. The update introduces YouTube Select Lineups access through the AudienceInsightsService, replacing the previous YouTube Dynamic Lineup functionality. Target reach forecasting now supports first-party user lists, allowing advertisers to generate forecasts based on their own audience data rather than relying solely on Google's demographic targeting options.

The release also adds support for pause ads on YouTube TV screens, which appear alongside static video frames when users pause organic content. According to the release notes, "These ads are displayed directly next to the static video frame on the pause screen" and are distinct from Demand Gen video ads that appear in ad panels.

Cross-account conversion tracking receives improvements with the ability to update the google_ads_conversion_customer field on existing customers. This enables advertisers to opt into cross-account conversion tracking or modify existing conversion tracking parent assignments through the API. The update also introduces the ClickConversion.user_ip_address field, though Google explicitly restricts IP address matching for users in the European Economic Area, United Kingdom, or Switzerland.

The updated release schedule announced alongside v20 represents a significant change to Google's API development cadence. The company modified its 2025 plan from two major releases and one minor release to three major releases, including v20. According to developer relations engineer Mattia Tommasone in the announcement video, "We recently announced an update to the release schedule for the Google Ads API, which changed from having two major releases and one minor release for the rest of 2025 to having three major releases."

Client libraries and code examples supporting v20 features are scheduled for publication during the week following the announcement. The updated libraries will provide developers with the necessary tools to implement the new negative keyword functionality, platform comparable conversions reporting, and enhanced asset group metrics.

These API improvements address long-standing requests from the marketing community for greater transparency and control over automated campaign types. The campaign-level negative keywords feature, in particular, represents a compromise between Google's push toward automated advertising solutions and advertiser demands for targeting control. Performance Max campaigns, launched in November 2021, have generated significant adoption among advertisers but also criticism for their limited customization options compared to traditional campaign types.

The enhanced Demand Gen reporting capabilities support marketing teams conducting cross-platform performance analysis. By providing attribution methodologies that align with other advertising platforms, the platform comparable conversions feature enables more accurate budget allocation decisions across diverse digital marketing channels. This standardization becomes increasingly important as marketing teams evaluate performance across Google Ads, Meta advertising platforms, and other digital advertising ecosystems.

For agencies managing multiple client accounts, the expanded asset group reporting provides granular performance data necessary for optimization and client reporting. The new metrics and segment combinations enable detailed analysis of creative performance, conversion attribution, and audience engagement across different inventory types within Google's advertising network.

The v20 release reflects Google's continued evolution of its advertising platform toward greater sophistication while maintaining ease of use for automated campaign types. The balance between automation and advertiser control remains a central tension in digital advertising platform development, with v20 representing incremental progress toward addressing marketer concerns without compromising Google's machine learning optimization capabilities.

Timeline

Technical Release Details

  • June 4, 2025: Google Ads API v20 released with Performance Max negative keywords, enhanced Demand Gen reporting, and platform comparable conversions
  • March 7, 2025: Granular ad network segmentation data collection begins for Demand Gen campaigns
  • Updated client libraries: Expected publication week of June 9, 2025

Related API Development Timeline