SEO

The Google Ads API enforces conversion data rules

mjaheer69@gmail.com January 9, 2026

0 25 2 minutes read

The Google Ads API enforces conversion data rules

The Google Ads API will no longer accept new recipients of session attributes or IP address data on conversion submissions as of Feb 2nd. Developers who are already using these fields can continue for now, but Google is directing everyone to the Data Manager API as the main place to send complex transformations and user data.

Reverse the image. Google includes rich data entry in the Data Manager API, making it the long-term home of session-level attributes and IP-based signals. The Ads API focuses more on the core campaign and conversion workflow instead of handling complex data uploads.

Why do we care. This change can directly affect whether the change is successfully recorded. If session attributes or IP data are blocked, conversions may fail or lose valuable context, which can impact reporting, attribution, and automated bidding. The move to the Data Manager API ensures measurement continuity, access to rich data signals, and alignment with Google’s long-term measurement infrastructure.

Who is affected. New developers will be restricted from sending session attributes or IP addresses through the Ads API. Existing developers already using these fields can continue temporarily, but access is controlled by the developer token whitelist and migration is clearly expected.

What is breaking. Once the change is out, some changes in other countries may return a CUSTOMER_NOT_ALLOWLISTED_FOR_THIS_FEATURE error in partial failure responses. That error means that the conversion was rejected because it included session attributes or IP address data.

What to do: To resolve the issue, developers should temporarily remove session attributes and IP addresses from importing Ads API conversions, update their code to send that data through the Data Manager API instead, and completely stop importing Ads API conversions once the Data Manager integration is enabled.

Bottom line: Google isn’t phasing out existing uses immediately, but the direction is clear. If your conversion tracking relies on session attributes or IP data, moving to the Data Manager API is no longer an option — it’s the way forward.

Dig Deeper. Changes to IP Address and Session Feature Support in the Google Ads API

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Anu Adegbola is a former Paid News Editor for Search Engine Land from 2024. You cover paid search, paid social, media marketing, video and more.

In 2008, Anu started his career delivering digital marketing campaigns (mainly but not only Paid Search) by creating strategies, increasing ROI, automating repeatable processes and bringing efficiency to all parts of marketing departments through inspirational leadership both on the agency, client and marketing technology side. Besides editing the article for Search Engine Land he is the founder of the PPC communication event – PPC Live and the host of the program. weekly podcast PPC Live The Podcast.

He is also an international speaker in some of the categories he presented as SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.