February 2025 Google Ads Update – Urgent: Offline Conversion Import (OCI) Action Needed for Apps

Granular analysis and first look

Google Ads is implementing a required update for advertisers using Offline Conversion Import (OCI) for in-app conversions. By April 30, 2025, advertisers must include the ‘conversion_environment’ parameter in their data uploads to ensure accurate attribution, smarter bidding, and optimal performance. Failure to do so may result in reduced app conversions and disabled Smart Bidding for web campaigns.

In-Depth Summary

To maintain ad performance and attribution accuracy, Google requires advertisers to update their OCI data by April 30, 2025.

Why This Matters

• Ensures accurate conversion tracking for web vs. app conversions.
• Helps Smart Bidding function optimally by feeding Google Ads complete data.
• Enables better insights via ad destination reporting, showing if app clicks perform better than web clicks.
• Improves Google troubleshooting and support for conversion-related issues.

Key Benefits of Adding the ‘conversion_environment’ Parameter

• Optimized campaigns & better performance – Allows accurate cross-environment attribution, improving bidding and results.
• Enhanced reporting & insights – Unlocks data on conversion paths (app vs. web), helping optimize ad spend.
• Seamless troubleshooting & support – Ensures smooth assistance from Google’s gTech team.

Risks of Non-Compliance

• Smart Bidding for web campaigns will lose app signals, impacting performance.
• Fewer conversions tracked, leading to lower campaign effectiveness.

Action Steps

1. Include ‘conversion_environment’ in OCI uploads before April 30, 2025.
2. Monitor performance metrics post-implementation for insights on app vs. web conversions.
3. Ensure data accuracy to maintain optimal Smart Bidding effectiveness.