Google Ads API eliminates 24-hour wait for conversion adjustments, streamlining data management for advertisers starting Sept. 9.

Google will soon make significant changes to its Google Ads API, simplifying the process of uploading conversion adjustments.

Why we care. This update removes a key friction point for advertisers and API users, allowing for more immediate data adjustments and potentially more accurate campaign optimization.

Driving the news. Starting Sept. 9, users can upload conversion adjustments immediately after the original conversion is recorded, eliminating the previous 24-hour waiting period.

Key changes:

• Removal of error codes related to “too recent” conversions.
• Adjustments will be counted as “pending” until processed (up to 24 hours).
• Affects Google Ads API versions v15, v16, and v17.

What to watch:

1. API users should remove logic that enforces waiting periods for adjustment uploads.
2. Applications should be modified to no longer track the removed error codes.
3. Users relying on successful or failed event count metrics may need to adjust their logic, especially for v17.

Between the lines. This update streamlines the conversion adjustment process, potentially leading to more timely and accurate campaign data for advertisers.

What’s next. Google advised users to update their applications and processes ahead of Sept. 9.

Bottom line. While this change simplifies the upload process, it may require some adjustments to existing workflows and applications for Google Ads API users.