Google is consolidating measurement and audience activation workflows across its advertising platforms. New Data Manager API capabilities allow advertisers and partners to send offline conversion data to multiple Google Marketing Platform destinations and improve Customer Match performance with IP-based matching.
What’s happening. The Data Manager API now supports offline conversion event uploads to Campaign Manager 360, Search Ads 360 and Display & Video 360. The update expands the API’s role as a centralized data ingestion layer across Google’s advertising ecosystem.
Advertisers can now use a single schema to send conversion data across multiple Google products, replacing fragmented workflows that previously required separate integrations. The API also supports encrypted user identifiers, including email addresses and phone numbers, and allows events to be routed to multiple destinations in a single request.
Between the lines: Google is encouraging advertisers that still rely on the Campaign Manager 360 API for conversion uploads to migrate to Data Manager API. The company says the newer framework simplifies implementation while providing greater flexibility for measurement and attribution use cases.
The update also introduces IP ingestion support for Google Ads Customer Match through a new CompositeData field. Advertisers can now upload IP addresses alongside traditional identifiers such as email addresses, phone numbers and postal addresses.
Beginning in Q3 2026, Google says including IP addresses with corresponding observation timestamps will help improve Customer Match rates, potentially increasing audience reach and match accuracy.
Why we care. The changes make it easier to unify conversion measurement across Google’s advertising products while improving audience matching capabilities. For advertisers managing large-scale first-party data programs, higher match rates and a streamlined data ingestion workflow could translate into better attribution and audience activation.
The bottom line. Google is positioning the Data Manager API as the central hub for conversion and audience data, giving advertisers a more unified way to manage measurement and Customer Match across its ad platforms.
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