Google Ads has announced a mandatory update requiring advertisers using Offline Conversion Import (OCI) to include the 'conversion_environment' parameter when importing in-app conversions. This change must be implemented by April 30, 2025.
The new parameter enhancement delivers three key advantages:
Performance Optimization
- Enables accurate cross-environment conversion attribution
- Improves Smart Bidding effectiveness
- Enhances overall campaign performance
Enhanced Analytics
- Unlocks the ad destination reporting feature
- Provides insights into app versus website conversion performance
- Reveals behavioral trends across different platforms
Improved Support
- Facilitates streamlined troubleshooting with gTech
- Ensures comprehensive technical support
- Maintains system optimization capabilities
Important Implementation Warning
Failure to implement the 'conversion_environment' parameter by the deadline will result in:
- Disabled app signals in Smart Bidding for web campaigns
- Potential reduction in app conversions
- Possible decrease in overall campaign performance
The parameter addition is essential for Google Ads to properly contextualize in-app conversions, ensuring accurate attribution and optimal campaign performance through Smart Bidding systems.
