Feature deprecations and unversioned changes

Data retention policy change

The retention period for granular reporting data (daily, hourly, weekly) is being reduced to 37 months. High-level data (monthly, quarterly, yearly) remains available for 11 years.

June 1, 2026

See our blog post for more details.

Changes to offline conversions support

As of June 15, 2026, developer tokens with no recent offline conversion requests must use the Data Manager API for their offline conversion workflows.

• If your developer token sent an UploadClickConversions request between December 17, 2025 and June 15, 2026, you can continue to use your developer token with the Google Ads API for offline conversion workflows. However, we recommend that you upgrade your offline conversion workflows to the Data Manager API for an improved developer experience and access to additional features.
• Otherwise, as of June 15, 2026, any UploadClickConversions request will fail with the error CUSTOMER_NOT_ALLOWLISTED_FOR_THIS_FEATURE . Use the Data Manager API for your offline conversion workflows instead of the Google Ads API.

June 15, 2026

See our blog post for more details.

Changes to Customer Match support

As of April 1, 2026, developer tokens with no recent Customer Match requests must use the Data Manager API for their Customer Match workflows.

• If your developer token sent an OfflineUserDataJobService or UserDataService request for Customer Match audiences between October 1, 2025 and March 31, 2026, you can continue to use your developer token with the Google Ads API for Customer Match workflows. However, we recommend that you upgrade your Customer Match workflows to the Data Manager API for an improved developer experience and access to additional features.
• Otherwise, as of April 1, 2026, any OfflineUserDataJobService or UserDataService request for Customer Match audiences will fail with the error CUSTOMER_NOT_ALLOWLISTED_FOR_THIS_FEATURE . Use the Data Manager API for your Customer Match workflows instead of the Google Ads API.

April 1, 2026

See our blog post for more details.

Changes to IP address and session attribute support

The Google Ads API no longer accepts new adopters of session attributes or IP address data as part of conversion imports. Existing users should migrate to the Data Manager API.

February 2, 2026

See our blog post for more details.

Call-only ads deprecation

New call-only ads cannot be created. Existing call-only ads will stop serving in February 2027 and API support will be removed. Advertisers should use Responsive Search Ads with call assets instead.

January 2026

See our blog post for more details.