Feature deprecations and unversioned changes

This page tracks both feature deprecations and unversioned changes in the Google Ads API. For full release details, see the Release notes.

Regularly monitor the Google Ads developer blog to be the first to hear about upcoming feature deprecations.

Planned feature deprecations

The following table lists the specific feature deprecations and changes that are planned for the Google Ads API by effective date. More details for each deprecation can be found in the linked blog posts.

Feature	Description	Effective date	Additional notes
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.

Unversioned feature changes

The following unversioned updates and behavioral shifts occurred in recent API releases.

Version	Change area	Change type	Guidance & description
v24
v24	Responsive Demand Gen video ads	Behavioral shift	Provide videos and logo_images (now required) when creating or mutating responsive Demand Gen video ads.
v24	Video responsive ads	Behavioral shift	Provide videos, business_name, and logo_images (now required) when creating or mutating video responsive ads. Note that VideoResponsiveAdInfo is now mutable.
v24	ShareablePreviewService.GenerateShareablePreviews	Behavioral shift	Requests will fail (no partial failure allowed) and throw an error if any ID within it fails validation.
v24	ShareablePreviewError legacy codes	Behavioral shift	Error codes returned for asset groups are modified to align with ad group ad errors.