Upcoming Improvements to Offline Conversion Imports

Starting in April, 2026 the Google Ads API will benefit from a series of infrastructure changes designed to improve the Offline Conversion Import experience. These upgrades will not result in any breaking changes to the Google Ads API, however there may be minor fluctuations in attribution rates as the changes are rolled out.

Here is a breakdown of the rollout and the improvements you can expect:

1. Improved attribution and fallback recovery (April, 2026): We will implement changes allowing us to attribute some expired GCLIDs and clicks that occurred before a conversion. Once deployed, you may receive fewer EXPIRED_EVENT and CONVERSION_PRECEDES_EVENT errors in conversion upload responses, and you may notice higher attribution rates.
2. Flexible import requests (April - May, 2026): We will improve the authorization structure for conversion import requests to make it easier for manager or client accounts to import conversions on behalf of a different trafficking account. Once released, users should expect a reduction in UNAUTHORIZED_CUSTOMER and INVALID_CUSTOMER_FOR_CLICK errors in conversion import responses. This may also result in an increase in attribution.

Make sure to review our guidance on how to maximize the performance of your Google Ads conversion data. And take a look at the Data Manager API, including our migration guide for Google Ads API users.

Reach out to the Google Ads API support channel if you have any questions. And if you have any questions or want to discuss this post, please reach out to us on our “Google Advertising and Measurement Community” Discord server.