Tracking

Data Manager API

Google's interface for conversions and audiences

In short

The Data Manager API is Google's interface that businesses and tools use to send their own data, such as offline conversions and Customer Match lists, to Google Ads and other Google products.

The Data Manager API is a Google interface that lets businesses and tools send their own data once and use it across several ad products. It has been generally available since December 9, 2025.

What it's used for

  • Offline conversions for Google Ads, such as won deals from a CRM, with gclid, gbraid, wbraid or hashed customer data.
  • Enhanced conversions for leads.
  • Audiences such as Customer Match lists for Google Ads and Display & Video 360.
  • Since 2026, also store sales, GA4 events and Google Marketing Platform destinations.

What changed in 2026

Since June 15, 2026, the Data Manager API is the primary interface for offline conversions. The Google Ads API no longer accepts new integrations for them. For new users, Customer Match uploads have gone exclusively through the Data Manager API since April 1, 2026.

One practical difference: if one event in a request is invalid, the Data Manager API rejects the whole request. The Google Ads API skipped invalid entries individually.

Don't confuse it with

Data Manager in Google Ads (Tools > Data manager) is the no-code interface for connecting sources like HubSpot, Google Sheets or BigQuery. The API is aimed at developers and tools.

Learn more

All the changes and what to do now are in our article on the Google Data Manager API.

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Frequently asked questions

Only if you upload conversions via API yourself. If you use CSV uploads, the Data Manager connections in Google Ads or a tracking tool, you don't need to rebuild anything. With a tool, the vendor takes care of the interface.

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Related terms

All terms

Enhanced Conversions · Matching Google Ads conversions with hashed customer data

Enhanced conversions add hashed customer data such as email or phone number to Google Ads conversions, so Google can attribute them to an ad even without a cookie or gclid.

Offline Conversions · Reporting deals that happen off your website back to ad platforms

Offline conversions are conversions that don’t happen on your website – like a closed deal in your CRM – and are sent back to ad platforms like Meta.

Conversion API · CAPI

A Conversion API (CAPI) is an interface that sends conversions directly from server to server to ad platforms like Meta or Google, without the browser.

gclid · Google Click Identifier

The gclid (Google Click Identifier) is a unique ID that Google Ads appends to the landing page URL on every ad click so conversions can be tied to that click.

Consent Mode · Consent signals for Google tags

Google Consent Mode passes the consent from your cookie banner to Google tags and Google Ads, so they know which data they may use for measurement and advertising.

Client-Side Tracking

Client-side tracking captures user actions with JavaScript directly in the browser and sends them from there to analytics and ad platforms.