Google released version 25 of the Google Ads API, adding new reporting capabilities, updated campaign goals, and expanded YouTube measurement tools for developers building on the platform.
The release also introduces changes that require developers to upgrade their client libraries and code to access the new functionality.
Developers can now break down non-skippable in-stream YouTube ads by duration using a new ad_sub_format_type segment:
Reports now include comments, likes and shares for Shorts ads, offering deeper insight into audience engagement.
Advertisers can now optimize campaigns to retain loyalty program members through dedicated campaign and account-level settings, including bid adjustments and member benefits in Product Listing Ads.
Google has migrated customer acquisition goals to its unified goals framework, replacing legacy lifecycle goal resources.
Developers can access more detailed creator channel insights — for creators who have opted to share non-public data:
While most advertisers won't interact directly with the Google Ads API, the updates will benefit agencies, enterprise advertisers, SaaS platforms, and third-party tools that rely on it.
Google's latest API release continues its push toward first-party measurement and lifecycle marketing.
The addition of loyalty-focused campaign goals signals a growing emphasis on customer retention alongside acquisition, while expanded YouTube reporting reflects the platform's increasing importance for advertisers.
The API also aligns more closely with changes already rolling out across the Google Ads interface, ensuring third-party tools can support the latest campaign types and reporting features.
Google Ads API v25 delivers meaningful upgrades for developers and enterprise advertisers — expanding YouTube reporting, modernizing campaign goals, and introducing retention-focused optimization tools — but upgrading existing integrations is required to take advantage of them.
Don't dismiss this as "we don't use the API." Agencies, reporting tools and feed managers all sit on top of it. The actionable step is asking your vendors when they will support v25.
Read the loyalty retention goal as separate from acquisition budget. A retention goal reaching API level means Google is now treating retention as a first-class campaign objective — the same shift appears in the interface, per Google Ads Editor 2.13.
Wire Shorts engagement metrics into creative testing. Comments, likes and shares in reporting means Shorts ads can be judged on response rather than views.
Treat creator insights as opt-in data. Only creators who chose to share non-public data appear, so coverage is uneven. It is too early to make it the sole basis for casting decisions.
Put legacy resource removal on the migration calendar. Lifecycle goal resources have been replaced by the unified framework, and deferring it surfaces one day as an empty report.
Bundle it with the authentication change. Requirements for API access itself are shifting too — see Google Makes Passkeys Mandatory for the Google Ads API and plan one development window.
Read it alongside YouTube campaign structure changes, covered in Google Ads Rolls Out Video Campaign Groups Worldwide.
YouTube ad sub-format reporting via the ad_sub_format_type segment, Shorts engagement metrics (comments, likes, shares), a loyalty retention goal, customer acquisition goals migrated to the unified framework, and YouTube creator insights.
Most advertisers don't touch the API directly, but agencies, enterprise advertisers, SaaS platforms and third-party tools depend on it. Some legacy resources were removed, so upgrades are required to maintain compatibility.
A goal that optimises campaigns to retain loyalty program members, managed through dedicated campaign and account-level settings including bid adjustments and member benefits in Product Listing Ads.
Average views, engagement rates, likes, comments and audience attributes — but only for creators who have opted to share non-public data.
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