AI-generated Key Takeaways
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A developer token is required to make calls to the Google Ads API and is a 22-character alphanumeric string obtained from the API Center page of your Google Ads manager account.
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Each developer token has an access level (Test, Basic, or Standard) which determines the number of API calls and the environment (test or production) it can be used in.
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Generally, a company only needs one developer token, but individual developers and companies creating new tools can apply for a new one if necessary.
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Both companies and individual developers can apply for a developer token, providing specific details during the application process.
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Applying for a developer token involves selecting or creating a Google Ads manager account and then completing the API Access form in the API Center.
The developer token is a 22-character long alphanumeric string that lets
your app connect to the Google Ads API. You can obtain one by signing up for one on the
API Center page of your Google Ads manager account. Whenever you make an API
call, you send the developer token as part of the request by setting the
developer-token http or gRPC header.
Each developer token is assigned an access level which controls the number of API calls you can make per day with the token, as well as the environment to which you can make calls.
When you sign up for a developer token, you may be granted Explorer Access level by default. This lets you make calls against production accounts, but with certain restrictions. In certain cases where we aren't able to review your developer token application automatically, we may grant your developer token a Test Account Access level instead. This allows you make API calls against test accounts only. To remove the restrictions of explorer and test account access levels, you must request Basic Access level or Standard Access level for your developer token. Once your developer token application is reviewed and approved, your developer token will be granted the appropriate access level.
Do you need a new developer token?
Whether you should sign up for a new developer token or not depends on a few factors. Here are some common scenarios:
Scenario |
Next steps |
| Your company has never used the Google Ads API before and you want to develop your own apps | Sign up for a new developer token. Learn more |
| Your company is actively using or has used the Google Ads API in the past | Google usually grants one developer token per company, so if your company already uses the Google Ads API, then you should reuse your existing developer token. Learn more |
| Your company already uses the Google Ads API but is also developing a new product or tool | If you're certain that you cannot use your existing developer token, then you can apply for a new one explaining your use case in the application. For the rest of this guide, you can use your existing developer token. Learn more |
| Your company uses a third-party app | You need a developer token only if you're developing your own app. If you use a third-party app or service, then the developer of that app needs to get a developer token for the app. If you're unclear about your case, contact the API compliance team. |
Who can apply for a developer token?
Both companies and individual developers can apply for a developer token. The following table summarizes what details you need to provide when signing up for the developer token.
| If you are | Then provide the following developer details | Additional notes |
|---|---|---|
| A developer representing your company or a product team | Your company name and your company URL | Google usually grants one developer token per company, but approves separate developer tokens for separate tools on a case-by-case basis. |
| An individual developer not representing a company | Specify your company name as Individual. You can
provide alternate URLs such as your GitHub profile URL or LinkedIn profile
URL instead of a company URL. |
You need some form of online presence and must provide Google with a URL
that helps us assess what you are planning to do with Google Ads API. Generic URLs
such as test.com and example.com are not
accepted. |
How to apply for a developer token
There are two steps when applying for a developer token.
Step 1: Select or create a Google Ads manager account
If you already have a Google Ads manager account, select it when applying for the developer token. If this manager account is not already linked to your other accounts, we recommend putting it at the root of your account hierarchy to ease the token review process and simplify account management later on.
If you don't have a manager account, you can follow the Help Center instructions to create one.
Step 2: Apply for access to the Google Ads API
Note that the developer token review process can take some time to complete. Learn more.
Navigate to https://ads.google.com/aw/apicenter in your web browser. Sign in to your Google Ads manager account if prompted.
Complete the API Access form and accept the Terms and Conditions.
Ensure that your information is correct and your company's website URL is functioning. If the website is not live, Google might not be able to process your application and reject it.
Ensure that the API contact email you provide leads to a regularly monitored inbox. Google's API compliance team might reach out to this email address during the review process for clarifications. If you can't be reached, Google might not continue with your application.
You can edit your API contact email in the API Center. Keep this information up-to-date, even after the application process, so Google can send you important service announcements.
After you've completed the application process, the developer token appears in your API Center with one of the following outcomes:
- Your developer token has Explorer Access level with an Approved status. This means that Google was able to automatically review and approve your developer token application for Explorer Access level. You can start making API calls against your production account or test account.
- Your developer token has Test Account Access level with a Pending Approval status. This means that Google was unable to automatically review and approve your developer token application for Explorer Access level. You can start making API calls against test accounts. Once you have completed this guide, we encourage you to check out how to apply for Basic Access level
Verify if you are signed into a Google Ads manager account
You must sign in to your Google Ads manager account to access your developer token, and it cannot be a Google Ads test manager account.
To verify if you are signed in to the Google Ads manager account, follow these steps:
Navigate to https://ads.google.com/aw/apicenter in your web browser.
If you are logged into a customer account, the page will display The API Center is only available to manager accounts..
If Test account appears in red in the upper right corner, your account is either a test manager or a test advertiser.
Where to find your developer token
You can find the developer token, if it exists, in the API Center page of your Google Ads manager account.