Update: September 12, 2025
We’re updating our guidance for advertisers who use Offline Conversion Import (OCI) to import in-app conversions. The previously announced September 30, 2025 deadline to include the conversion_environment parameter has been removed.
App signals will continue to inform Smart Bidding for your campaigns, irrespective of whether this parameter is implemented.
The parameter's availability will no longer influence performance; however, we strongly recommend implementing it to unlock significant benefits:
- Accurate cross-environment attribution: Understand the full value of your campaigns across web and app.
- Ad destination reporting: Gain insights into where the user lands after clicking your ad.
- Streamlined Google support: Receive faster and more effective troubleshooting.
As of June 27, 2025 the deadline to include the 'conversion_environment' tag has been extended from June 30, 2025 to September 30, 2025.
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 September 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 September 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 Tatsuya Kurosawa, Global Product Lead, Web to App Connect