Google restricts session attribute and IP imports in Google Ads API; new advertisers must use the Data Manager API by Feb 2, 2026.
Google has announced a significant shift in its approach to conversion tracking for advertisers using the Google Ads API. Starting February 2, 2026, the API will no longer accept new implementations of session attributes or IP address data in conversion imports. This update was revealed on January 7, 2026, and is aimed at encouraging developers to adopt the newer Data Manager API for handling complex data.
A New Direction for Conversion Tracking
The changes affect advertisers who have not yet implemented session attributes or IP addresses in their conversion imports via the Google Ads API. Those already using these features will be allowed to continue their current setups without disruption. However, Google has made it clear that its long-term vision prioritizes the Data Manager API, which it describes as the "primary conversion and user data import API."
"To ensure a more robust and scalable experience for handling complex data, we recommend that Google Ads API developers transition to the Data Manager API - where session attributes and IP address are accepted - as their primary conversion and user data import API", wrote Ben Karl on behalf of the Google Ads API Team.
The Data Manager API, which was launched in December 2024, provides enhanced infrastructure for managing first-party data imports, such as audience lists and offline attribution, through a unified interface. This newer API is designed to handle bulk data operations and complex attribution scenarios more efficiently than the Google Ads API.
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Implementation Challenges and Deadlines
For developers and advertisers, the February 2 cutoff date provides less than four weeks to prepare for the change. Advertisers planning to incorporate session attributes or IP address data into their conversion tracking must either complete their integration with the Google Ads API before the deadline or adopt the Data Manager API instead.
Developers using the Data Manager API will have access to features like asynchronous processing and batch validation, which can handle the substantial data volumes generated by session attributes and IP addresses. Meanwhile, the Google Ads API will remain focused on simpler conversion tracking and campaign management tasks.
Technical and Operational Adjustments
Google has outlined a three-step migration process for developers transitioning their systems to the Data Manager API. First, they must temporarily remove session attributes and IP addresses from their Google Ads API conversion import requests. Next, developers need to update their code to include these elements in the new format supported by the Data Manager API. Finally, once data imports are successfully established through the Data Manager API, conversion uploads to the Google Ads API should be discontinued entirely.
For those who fail to make the transition, attempting to import conversions with session attributes or IP addresses in the Google Ads API after the cutoff will trigger errors. Specifically, developers will encounter the "CUSTOMER_NOT_ALLOWLISTED_FOR_THIS_FEATURE" error in partial failure responses, indicating that the associated data elements are no longer permitted.
Broader Implications for Developers and Advertisers
These changes will have varying impacts across the advertising ecosystem. Third-party platforms, agencies, and marketing technology providers that rely on standardized implementations for multiple clients will need to adjust their systems to comply with the new restrictions. Similarly, enterprise advertisers with in-house development teams must evaluate whether the benefits of session-level attribution or IP-based analysis justify the necessary upgrades.
Organizations with simpler conversion tracking setups may not feel the effects immediately. However, advertisers using sophisticated attribution models or advanced analytics could face operational challenges if their systems are not adapted to support the Data Manager API. Additionally, disruptions in data flow could potentially degrade the performance of automated campaign optimization tools, such as Google's Smart Bidding.
A Strategic Shift in API Ecosystems
Google's move reflects a broader strategy of segmenting functionality across specialized APIs. By consolidating complex data operations like session attributes and IP addresses into the Data Manager API, the company can optimize infrastructure while maintaining streamlined functionality in the Google Ads API. This shift also enhances Google's ability to enforce privacy and compliance measures, as the Data Manager API includes advanced consent verification and data validation features.
Although existing users of the Google Ads API can continue importing session attributes and IP addresses for the foreseeable future, the strategic direction strongly suggests eventual deprecation of these features in the older API. Developers building new integrations are encouraged to adopt the Data Manager API to future-proof their systems and take advantage of its enhanced capabilities.
Final Thoughts
As the advertising landscape evolves, Google's decision to phase out session tracking for new advertisers in the Google Ads API marks a clear step toward modernizing its infrastructure. While the transition may pose challenges for some developers and advertisers, it underscores Google's commitment to creating scalable, specialized tools that meet the demands of increasingly complex data environments. For those affected, the February 2 deadline represents a pivotal moment to align with this new direction and ensure seamless conversion tracking in the years ahead.
