To ensure accurate attribution and optimal performance, Google Ads requires advertisers using Offline Conversion Import (OCI) to import in-app conversions to include the 'conversion_environment' in their data uploads by April 30, 2025. This parameter enables advertisers to indicate whether a conversion occurred on the web or in an app and ensures accurate attribution for smarter bidding and optimal campaign performance.
Adding this parameter unlocks key benefits:
- Optimized campaigns and increased performance. Determining if a conversion comes from a website or app will allow cross-environment conversions to be accurately attributed to Ads, which leads to smarter bidding, optimized campaigns, and ultimately, better performance.
- Valuable insights into campaign performance and user behavior. Unlock ad destination, a reporting feature in Google Ads. This tool reveals useful trends, like how ad clicks landing in your app can outperform those landing on your website, driving better results for your campaigns.
- More streamlined Google troubleshooting and support. The ‘conversion_environment’ parameter is also essential to receive seamless troubleshooting and support from gTech.
This change is needed for Google Ads to understand the context of your in-app conversions. This allows for accurate attribution and feeds complete data into the system, leading to more accurate campaign optimization. Without this parameter, app signals in Smart Bidding will be disabled for your web campaigns, potentially leading to fewer app conversions and lower overall performance.
Start including the 'conversion_environment' parameter with your conversion uploads before April 30, 2025. By taking this step, you'll ensure your campaigns continue to perform optimally and that you can still take full advantage of Smart Bidding.
Posted by Becca Wong, Global Product Lead, Web to App Connect