Google Shopping API migration deadlines are approaching, and advertisers who don’t risk disrupting shopping campaigns with Performance Max.
What’s going on. Google is killing older versions of the API and pushing all merchants to the Merchant API as the one true source for Shopping Ads. Advertisers can confirm which API they are using in the Next Merchant Center by checking the “Source” column under Settings > Data sources, where any listing marked “Content API” requires action.
Why do we care. Google is busy reminding advertisers to migrate to the new Merchant API, which beta users need to complete the switch by Feb. 28, and Content API users on Aug. 18. If feeds are not properly relinked, campaigns that rely on product data – especially those that use feed labels – may stop serving altogether.
Danger. Feed labels do not transfer automatically during transport. If advertisers don’t update their campaign and feed settings in Google Ads, Shopping and Performance Max setups that rely on those labels for layout or bidding can silently break.
What you have to do now. Google recommends that you complete the migration well in advance of the deadline, review the feed labels, and ensure campaign delivery after reconnecting the feed. The change was first introduced in mid-2024, but the implementation of the law is imminent as Google moves closer to APIs dying out completely.
Bottom line. This isn’t a cosmetic backend change — it’s a technology break that can have a direct revenue impact if ignored.
It was first seen. This update was spotted by Google Marketing Specialist Emmanuel Flossie, who shared the alert he received on LinkedIn.
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