Google released version 24.1 of the Google Ads API, introducing deeper reporting segmentation, expanded experiment support, and new security features as advertisers continue adapting to increasingly automated campaign environments.
The update also prepares developers for Google’s upcoming data retention policy changes, which take effect next year.
Why we care. The release focuses on three areas that have become increasingly important for advertisers: visibility into performance, creative control, and testing automation.
The update also gives brands more control over how creatives appear in Demand Gen campaigns, an area where automation has often limited customization.
Advertisers and developers that rely heavily on reporting infrastructure will also need to prepare for Google’s upcoming 37-month data retention limit before it starts affecting historical performance analysis in 2026.
Mobile reporting gets more granular. One of the biggest additions is a new mobile device platform segment that lets advertisers break out reporting by operating system.
Using the new segments.mobile_device_platform field, developers can now isolate campaign and customer-level performance across iOS and Android traffic.
That matters because user behavior often varies significantly between operating systems, particularly for app marketers, ecommerce advertisers, and brands optimizing conversion value.
Demand Gen adds classic image support. Google is also giving advertisers more creative control inside Demand Gen campaigns.
The release adds support for static image ads through the classic_display_images field in DemandGenMultiAssetAd, allowing brands to upload creatives that run on the Google Display Network exactly as designed, without AI-generated asset combinations.
The feature appears targeted at advertisers that want stricter control over branding and asset presentation.
Passkeys come to Google Ads. Security is another major focus in v24.1.
Google introduced a new passkey_enabled field that indicates whether a user has enabled passkey authentication for their Google Ads account.
The update follows Google’s broader push toward passwordless authentication and increased protection around sensitive account actions.
Experiment support expands. Google is significantly expanding support for Experiments, one of the platform’s core testing frameworks.
Advertisers can now run and compare experiments across:
- AI Max campaigns
- Video campaigns
- Demand Gen campaigns
- Performance Max campaigns
The release also adds more transparent reporting across experimental arms, including metrics such as clicks, conversions, and impressions, making side-by-side analysis easier.
The move reflects Google’s broader strategy of standardizing experimentation across its AI-driven campaign products.
A major data retention change is coming. Google also reiterated that beginning June 1st, Google Ads and related…
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