Google Ads API v25.1 expands measurement and insights

Google released Google Ads API v25.1, adding new capabilities for conversion and brand lift measurement, competitive benchmarking, brand sentiment analysis and loyalty program reporting.

The Aug. 19 release is a drop-in upgrade for v25, but developers will need to update their client libraries and code to access the new features.

What’s new. Google is expanding what advertisers and third-party platforms can retrieve and analyze through the API, with several of the biggest additions focused on measurement and deeper performance insights.

The release includes comprehensive API support for lift studies, new benchmark metrics, brand sentiment data, loyalty program segmentation and a metric showing conversion value before Google’s value adjustments are applied.

Lift measurement. Google has added read-only API resources for Conversion Lift and Brand Lift studies, allowing developers to inspect study configurations, flight dates, campaigns and conversion goals.

The update also introduces 24 new Conversion Lift metrics, winner score metrics for statistical analysis and Brand Lift dimensions covering age range, campaign, device, gender and video.

There’s an important limitation: Brand Lift and Conversion Lift API features are currently available only to allowlisted Google Ads accounts, with advertisers instructed to contact their Google representative for access.

Benchmarking gets more granular. Google’s BenchmarksService can now compare performance against advertisers within specific Product & Service Categories, rather than relying on broader benchmark groups.

Google is also adding metrics including aggregate cost and views alongside share-based measurements such as share of voice, potentially giving advertisers and reporting platforms more context around competitive performance.

Brand sentiment comes to the API. The ContentCreatorInsightsService now supports brand sentiment data. Developers can retrieve sentiment distributions and summaries for creators and brands, expanding the type of creator and brand intelligence that can be incorporated into advertising tools and reporting workflows.

Loyalty reporting expands. Advertisers can now segment reporting metrics according to the loyalty program tier of users who converted. Google is also introducing loyalty membership as a primary dimension for conversion value rules, making it possible to identify when a loyalty membership condition was satisfied as part of a conversion value rule.

Original conversion values. A new original_conversion_value metric provides the value of a biddable conversion before conversion value rules or customer lifecycle goal adjustments are applied.

That could be particularly useful for advertisers and measurement platforms trying to understand how much Google’s value adjustments are changing the numbers ultimately used for reporting and optimization.

Reach planning. Google is adding parental status targeting to ReachPlanService, allowing it to be used within targeting for reach forecasting and plannable product discovery.

Why we care. The standout additions are around measurement and visibility. Lift study data, category-specific benchmarks and original conversion values give advertisers and third-party tools more ways to understand performance beyond standard campaign metrics. The ability to see conversion values before Google’s adjustments is particularly useful for teams that want to distinguish the underlying conversion data from values subsequently modified by rules or lifecycle goals.

What developers need to do. Google says v25.1 is a drop-in upgrade for v25. Developers using Google’s client libraries will need to download the latest versions before they can access the new capabilities.

Google has also scheduled a live walkthrough of the release for Aug. 20 at 10 a.m. ET, with the session available through its developer community and YouTube.

Bottom line. Google Ads API v25.1 is largely a measurement and insights release, giving developers deeper access to lift studies, competitive benchmarks, brand sentiment, loyalty performance and the underlying conversion values behind Google’s optimization adjustments.