Google Ads API v25.1: More Measurement Data and Lift Study Access

Google shipped Ads API v25.1 on Aug. 19, adding a cluster of measurement-focused features: read-only access to Conversion Lift and Brand Lift studies, 24 new Conversion Lift metrics, category-level competitive benchmarks, brand sentiment data, loyalty program segmentation, and a metric that shows conversion value before any of Google's value-rule adjustments are applied. The release is a drop-in upgrade for v25, but developers must update their client libraries to reach the new endpoints. A live walkthrough was scheduled for Aug. 20 at 10 a.m. ET.

What happened

Detail	Fact
Release date	Aug. 19, 2025
Version	Google Ads API v25.1 (drop-in upgrade for v25)
New Conversion Lift metrics	24
Brand Lift / Conversion Lift access	Allowlisted accounts only
Developer walkthrough	Aug. 20, 10 a.m. ET (developer community and YouTube)

Google Ads API v25.1 is primarily a measurement release. The headline additions give developers and third-party reporting platforms programmatic access to data that was previously harder to extract: lift study configurations, pre-adjustment conversion values, and creator sentiment scores.

What’s actually new in v25.1

Lift study access

The API now includes read-only resources for both Conversion Lift and Brand Lift studies. Developers can pull study configurations, flight dates, associated campaigns, and conversion goals. Brand Lift dimensions cover age range, campaign, device, gender, and video. There are also new winner score metrics for statistical significance analysis.

One catch: both Conversion Lift and Brand Lift API features are restricted to allowlisted Google Ads accounts. Advertisers who want access need to contact their Google representative directly.

Original conversion values

A new original_conversion_value metric reports what a biddable conversion was worth before Google applied any conversion value rules or customer lifecycle goal adjustments. For any team trying to audit how much Google’s own adjustments move the numbers feeding into Smart Bidding, this is genuinely useful. Without it, you only see the post-adjustment figure used for optimization.

Category-level benchmarks

The BenchmarksService can now filter comparisons to advertisers in specific Product and Service Categories, rather than relying on broader benchmark groups. Google is also adding aggregate cost and view metrics alongside share-based figures like share of voice, giving reporting platforms more competitive context.

Brand sentiment data

The ContentCreatorInsightsService now surfaces brand sentiment distributions and summaries for creators and brands. This means ad tech developers can pull sentiment signals directly into their own reporting and workflow tools rather than relying on manual exports.

Loyalty program segmentation

Advertisers can now break down conversion reporting by loyalty program tier. Google is also adding loyalty membership as a primary dimension for conversion value rules, so platforms can identify when a loyalty condition triggered a value rule during a conversion.

Reach planning update

Parental status targeting has been added to ReachPlanService, making it available within reach forecasting and plannable product discovery queries.

Why it matters

Most of the additions here address a real pain point: Google modifies conversion values through its rules and lifecycle goals, but advertisers have had limited API-level visibility into what was changed and by how much. The original_conversion_value metric closes part of that gap. If you run value-based bidding and want to understand how much your reported ROAS reflects actual business outcomes versus Google’s adjustments, this metric is worth pulling into your reporting stack immediately.

The lift study access is useful for agencies and measurement platforms building custom dashboards, though the allowlist requirement means most advertisers will need to take an extra step before they see any data. The category-specific benchmarks are a sensible improvement over the blunt instrument of broad benchmark groups.

For businesses running loyalty programs, the new tier-based segmentation in conversion reporting could help prove which tiers drive the most valuable conversions, information that feeds directly into bid strategy decisions. If you need help wiring these API outputs into a coherent reporting setup, our Performance Advertising work covers exactly that kind of measurement infrastructure.

Our take

This is a solid, unglamorous release. The original conversion value metric is the standout: it gives advertisers a way to cross-check Google’s numbers against their own CRM data, which is something we consistently recommend clients do. The lift study resources are valuable for larger accounts but gated behind an allowlist, so the practical impact will be limited until Google opens access more broadly.

The brand sentiment additions to ContentCreatorInsightsService are interesting for agencies running creator campaigns, but the real-world value depends heavily on how granular and reliable the underlying sentiment data is. The API gives you the pipe; you still need to evaluate what flows through it.

One thing worth noting: v25.1 is a drop-in upgrade, but “drop-in” only covers the structural compatibility. You still need to pull new client library versions and update your code to call the new fields. Teams running automated reporting off the Ads API should schedule that update before they assume any new data is flowing. We covered a similar pattern recently when looking at how Google rolls out updates in waves, and API changes follow the same logic: availability is announced before it’s universal.

What to do about it

1. Download the latest version of the Google Ads API client library for your language.
2. Add original_conversion_value to your conversion reporting queries and compare it against your post-adjustment figures to quantify the gap.
3. If you run lift studies, contact your Google representative now to request allowlist access for the Conversion Lift and Brand Lift API features.
4. Update BenchmarksService queries to filter by Product and Service Category rather than broad groups for more relevant competitive data.
5. If you run a loyalty program, add loyalty tier segmentation to your conversion reports and check which tiers are driving the highest conversion values.

The most immediate action for any team running value-based Smart Bidding: pull the original_conversion_value metric and see how much your reported conversion values have been shifted by Google’s own adjustments.

Source: Search Engine Land