Google bid manager API expands reach data inclusion with new confidence filter

Starting November 20, 2024, Google has implemented significant changes to its Bid Manager API, introducing a new filter that expands access to reach metrics data. According to the official release notes published on the Google Ads Developer Blog, this modification allows developers to include data that was previously excluded due to lower statistical significance.

The enhancement centers around the introduction of the FILTER_UNIQUE_REACH_SAMPLE_SIZE_ID filter. When set to "0", this filter enables the inclusion of data points that were historically omitted from reports due to their lower statistical confidence levels. This technical modification affects specific metric categories within the system, focusing on reach-related measurements.

Trevor Mulchay from the Bid Manager API Team detailed the specific metric prefixes impacted by this update. These include METRIC_UNIQUE_REACH, METRIC_VIRTUAL_PEOPLE_DUPLICATE, METRIC_VIRTUAL_PEOPLE_EXCLUSIVE, and METRIC_VIRTUAL_PEOPLE_OVERLAP. The implementation requires careful attention to query construction, as attempts to utilize the filter without including the affected metrics will trigger a 400 error response.

The change marks a significant shift in data accessibility. Prior to this update, the system automatically excluded data points that did not meet certain confidence thresholds. The new implementation provides developers with greater control over data inclusion parameters, allowing for more comprehensive analysis possibilities while maintaining the option to filter for high-confidence data only.

Looking ahead, February 4, 2025, marks another pivotal date for the platform. According to the announcement, Display & Video 360 will transition to including unique reach data with lower statistical confidence by default. Organizations wishing to maintain the current high-confidence-only data parameters must actively implement the filter with a value of "1" in their reporting queries.

This modification reflects a broader evolution in advertising data analysis, providing organizations with more granular control over their data inclusion parameters. The technical implementation requires specific syntax modifications in API calls, with clear documentation provided in the release notes regarding proper implementation procedures.

The release notes emphasize the importance of proper implementation, particularly for organizations dealing with large-scale advertising data analysis. The modification affects not only current operations but also necessitates forward-planning for the February 2025 default behavior change.

Beyond the primary filter implementation, the update includes several technical considerations. Query creation must adhere to specific parameters to avoid error responses. The system maintains strict validation of query structures, requiring the presence of relevant metrics when utilizing the new filter.

From a technical perspective, the implementation follows RESTful API principles, maintaining consistency with existing Bid Manager API structures. The modification introduces new parameters while preserving backward compatibility with existing query structures, ensuring minimal disruption to current implementations.

For support and troubleshooting, Google has established a dedicated technical support channel through a new Bid Manager API Technical support contact form. This resource provides developers with direct access to assistance during the implementation and transition phases.

Organizations utilizing the Bid Manager API need to evaluate their current implementations and determine appropriate strategies for incorporating these changes. The modification offers enhanced flexibility in data analysis while maintaining options for traditional high-confidence-only reporting approaches.

The timing of this release, approximately 18 months after the previous major API version update (v2 released in July 2022), demonstrates Google's ongoing commitment to enhancing its advertising data infrastructure. The implementation maintains consistency with established API patterns while introducing new capabilities for data analysis and reporting.

This technical update represents a significant shift in how advertising reach data can be analyzed and utilized within the Google advertising ecosystem. The careful implementation timeline, with a clear transition period before the default behavior change, provides organizations with adequate preparation time for necessary adjustments to their data analysis workflows.