Google Ads · Status at source date: Newsletter archive
Google Ads offline conversion imports to improve attribution from April, with no breaking changes
Google has announced infrastructure changes to the Offline Conversion Import experience, rolling out in April 2026, with no breaking API changes. The first phase, in April, introduces improved GCLID attribution and fallback recovery: expired GCLIDs and clicks that occurred before a conversion will now be attributed where previously they were not, reducing EXPIRED_EVENT and CONVERSION_PRECEDES_EVENT errors and raising overall attribution rates.
This update uses a PMC cover because no suitable source image was available when checked on 8 Sept 2026. Available source and video links are retained.
What changed
A second phase, running April to May, simplifies the authorisation structure for conversion imports: reducing UNAUTHORIZED_CUSTOMER and INVALID_CUSTOMER_FOR_CLICK errors and making it easier for manager accounts to import on behalf of trafficking accounts. Minor attribution fluctuations may appear during rollout.
Why it matters for advertisers
For you, this means reported offline conversion attribution rates may rise noticeably in April without any change to your tracking setup: worth flagging in performance reports to avoid misattributing the uplift to campaign or bidding changes.
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Original newsletter text and archive evidence
Google Ads offline conversion imports to improve attribution from April, with no breaking changes
Google has announced infrastructure changes to the Offline Conversion Import experience, rolling out in April 2026, with no breaking API changes. The first phase, in April, introduces improved GCLID attribution and fallback recovery: expired GCLIDs and clicks that occurred before a conversion will now be attributed where previously they were not, reducing EXPIRED_EVENT and CONVERSION_PRECEDES_EVENT errors and raising overall attribution rates. A second phase, running April to May, simplifies the authorisation structure for conversion imports: reducing UNAUTHORIZED_CUSTOMER and INVALID_CUSTOMER_FOR_CLICK errors and making it easier for manager accounts to import on behalf of trafficking accounts. Minor attribution fluctuations may appear during rollout.
For you, this means reported offline conversion attribution rates may rise noticeably in April without any change to your tracking setup: worth flagging in performance reports to avoid misattributing the uplift to campaign or bidding changes.
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