This page tracks both feature deprecations and unversioned changes in the Google Ads API. For versioned changes, see the Release notes.
Regularly monitor the Google Ads developer blog to be the first to hear about upcoming feature deprecations.
The following table lists the specific feature deprecations, validation changes, and other unversioned updates that occurred in recent API releases.
| Effective date | Change area | Change type | Guidance and description |
|---|---|---|---|
| July 2025 | Brand guidelines | Behavioral shift |
For Performance Max campaigns with brand guidelines enabled (which is the default for new campaigns), Business Name and Business Logo assets must be managed at the campaign level using CampaignAsset (with field types BUSINESS_NAME and LOGO, respectively) instead of at the asset group level using AssetGroupAsset. Read more in our blog post.
|
| January 2026 | Call-only ads | Deprecation |
The creation of new call-only ads (CallAdInfo) is no longer supported. Existing
call-only ads will stop serving in February 2027, and API support will be completely removed. Use Responsive Search Ads with call assets instead. Read more in our blog post.
|
| February 2, 2026 | IP address and session attributes | Access restriction |
New adopters of session attributes or IP address data in conversion imports are restricted from using these fields. Sending session data using ClickConversion.session_attributes_encoded or ClickConversion.session_attributes_key_value_pairs, or IP address using ClickConversion.user_identifiers without first being added to the allowlist will fail with a CUSTOMER_NOT_ALLOWLISTED_FOR_THIS_FEATURE error. Use the Data Manager API instead. Read more in our blog post.
|
| April 1, 2026 | Customer Match | Access restriction |
Developer tokens with no Customer Match requests between October 1, 2025 and March 31, 2026 are restricted from using the Google Ads API for Customer Match workflows. Requests to OfflineUserDataJobService or UserDataService for these tokens will fail with a CUSTOMER_NOT_ALLOWLISTED_FOR_THIS_FEATURE error. Use the Data Manager API for Customer Match workflows instead. Read more in our blog post.
|
| April 1, 2026 | Demand Gen campaigns budget | Validation rule |
A minimum daily budget of 5 USD (or local currency equivalent) is enforced for all Demand Gen campaigns. API creation or update operations that result in a daily budget under this threshold will fail. This throws a BUDGET_BELOW_DAILY_MINIMUM error (details can be found in the details.budget_per_day_minimum_error_details field). Existing campaigns running with less than the minimum budget are unaffected until their budget or duration in days is edited. See our blog post for more details.
|
| June 1, 2026 | 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) will remain available for 11 years. Read more in our blog post. |
| June 15, 2026 | Offline conversions | Access restriction |
Developer tokens with no offline conversion upload requests between December 17, 2025 and June 15, 2026 are restricted from using the Google Ads API for offline conversions. UploadClickConversions requests for these tokens will return a CUSTOMER_NOT_ALLOWLISTED_FOR_THIS_FEATURE error. Migrate your offline conversion workflows to the Data Manager API instead. See our blog post for more details.
|
| August 3, 2026 | Smart Campaigns | Deprecation | New Smart Campaigns cannot be created. Existing Smart Campaigns will continue to serve ads and can be updated. Read more in our blog post. |