Starting September 30, 2025, Google Ads will gradually implement changes to its bidding models, requiring the ClickConversion.conversion_environment field for in-app conversions imported through the Google Ads API. This change aims to enhance attribution accuracy for smarter bidding and improve campaign performance. If the conversion_environment field is not included, campaign performance may decline, leading to fewer reported in-app conversions.
In-app conversions refer to events like purchases, adding items to a cart, or sign-ups occurring within an app. The absence of the conversion_environment field will not affect the upload of conversions, which will still be reported without errors. Including this data is crucial for maintaining attribution accuracy and overall campaign effectiveness. For further assistance, refer to the Google Ads API support page.
