Google Ads Update: Important Change for Offline Conversion Imports (OCI) for Apps
If you’re tracking in-app conversions using Offline Conversion Import (OCI) in Google Ads, there’s an important update you need to make. Google now requires advertisers to include a new parameter—‘conversion_environment’—in their data uploads by April 30, 2025.
What’s Changing & Why It Matters?
The new ‘conversion_environment’ parameter helps Google Ads identify whether a conversion (like a purchase or sign-up) happened inside an app or on a website. This information is crucial for accurate tracking and optimization.
Here’s why this update is important:
- Improved Campaign Performance – Google Ads can better optimize Smart Bidding, leading to more conversions.
- Valuable Insights – You’ll gain visibility into which platform (app or web) is driving better results.
- Easier Troubleshooting – Google Ads’ support team can diagnose and resolve conversion tracking issues more efficiently.
If you don’t implement this update, Smart Bidding for app-related conversions will stop working, which could significantly impact your campaign performance.
What You Need to Do
To keep your campaigns performing well, ensure you:
- Add the ‘conversion_environment’ parameter to your conversion data uploads in Google Ads.
- Complete this update by April 30, 2025.
This small but crucial update will help maintain Smart Bidding efficiency and ensure accurate conversion tracking.
For more details, check out the official Google Ads support page: Action Required for Offline Conversion Import (OCI) for Apps.