Add Conversion Environment to Google Ads Conversion Imports

Previously we announced that, starting on June 30, 2025, in-app conversions imported through the Google Ads API must include a value for the ClickConversion.conversion_environment field. The timing and details for this rollout have changed.

Now, starting September 30, 2025, we will begin gradually rolling out a change to our bidding models so that they will start using the presence of the ClickConversion.conversion_environment field in imported in-app conversions to ensure accurate attribution for smarter bidding and optimal campaign performance. This means that if you are using the Google Ads API to measure in-app conversions, your campaign performance may degrade if the ClickConversion.conversion_environment field is not set.

For developers importing in-app conversions, the following considerations still apply:

1. In-app conversions are defined as any conversion events that occur within an app, such as purchase, add to cart, or sign up.
2. Once this bidding model change is launched to a campaign, if you do not include the conversion_environment field when importing conversions, you may observe fewer in-app conversions and worse overall campaign performance.
3. If you do include conversion_environment data for your imported conversions, it ensures attribution accuracy and campaign effectiveness.
4. The presence or absence of the conversion_environment parameter does not impact conversion uploads. These conversions will still be consumed and reported, with no error messages.

If you have any questions or need help, see the Google Ads API support page for options.