Google is moving offline conversion imports out of the Google Ads API

Google is phasing out offline conversion imports through the Google Ads API for some developers starting June 15th.

Advertisers and martech providers that rely on offline conversion imports, including enhanced conversions for leads, will need to migrate workflows to the Data Manager API to avoid disruptions.

Details. Google notified developers that offline conversion imports using the UploadClickConversions request will stop working after June 15, for accounts that have not used the functionality in the last 180 days.

The change applies to offline conversion imports and enhanced conversions for leads. Other Google Ads API operations will continue functioning normally.

Google says affected developers should move those workflows to the Data Manager API going forward.

Why we care. Offline conversion imports are critical for measuring leads, sales, and other actions that happen outside the web journey. If integrations are not migrated in time, conversion data could stop flowing into Google Ads, which may impact reporting, attribution, and automated bidding performance. The update also signals Google’s continued shift toward centralized, AI-driven data infrastructure tied more closely to first-party data and automation.

The bigger picture. The move is part of Google’s broader push toward centralized data ingestion and automated measurement infrastructure.

Google describes the Data Manager API as a unified ingestion system for sending advertiser data into Google Ads, including Customer Match and conversion imports. The company also says the newer API offers a better developer experience and additional functionality not available in the existing workflow.

Between the lines. As attribution becomes more privacy-focused and increasingly dependent on first-party data, Google continues consolidating advertiser tools into fewer systems that are more tightly connected to automation and AI-driven campaign products.

For developers and platforms, the migration may require updating integrations, rebuilding import processes, and testing new ingestion workflows ahead of the deadline.

What’s next. Developers can continue using the Google Ads API for all non-offline conversion operations.

However, any workflows involving offline conversion imports should be migrated to the Data Manager API before June 15th, when the existing functionality begins failing for affected accounts.

First spotted. This update was spotted by PPC Specialist Arpan Banerjee who shared the comms he received on LinkedIn.

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