Google has recently announced changes to how offline conversion imports will be managed, with developers being encouraged to move certain offline conversion workflows from the Google Ads API to the newer Data Manager API.
For Delacon customers, the most important thing to know is simple:
There is no immediate action required, and your current offline conversion tracking continues to work as normal.
Delacon is already across the change and is proactively planning the transition to the Google Data Manager API over the coming months. We do not anticipate downtime or data loss, and we will communicate well in advance if any change is needed on your end.
What has Google announced?
Google is moving toward the Data Manager API as the preferred pathway for managing offline conversion imports.
Offline conversions are actions that happen outside a website or digital form but still play an important role in campaign performance. For many businesses, this includes phone calls, sales conversations, quote requests, bookings, policy enquiries, or other customer interactions that happen after someone clicks on an ad.
These conversions matter because they help platforms like Google Ads understand which campaigns are driving real business outcomes, not just clicks or online form fills.
Google’s announcement signals a broader shift in how conversion data will be connected, managed, and used by advertising platforms over time.
What does this mean for Delacon customers?
At this stage, the upgrade from the Google Ads API to the new Data Manager API is not a mandatory requirement for active developer token accounts where the integration is already in use.
That means there is no immediate disruption to your current setup.
Your offline conversion tracking remains fully operational, and the data currently being passed through your Delacon integration continues to work as expected.
To summarise:
- No immediate action is required from you
- Your current integration remains fully operational
- Delacon is planning the upgrade proactively
- We will keep you informed before any change affects your setup
Why Delacon is preparing now
While there is no immediate requirement for existing active integrations to move, Google has a history of evolving recommendations into requirements over time.
That is why Delacon is taking a proactive approach.
Rather than waiting until the change becomes urgent, we are preparing the migration to the Data Manager API ahead of time. This helps ensure a smoother transition and gives our customers confidence that their tracking, reporting, and optimisation workflows remain reliable.
For businesses that rely on offline conversion data, continuity matters. Marketing teams need confidence that phone calls, leads, and customer conversations continue to be connected back to the campaigns that generated them.
Delacon’s priority is to make sure that continues without unnecessary disruption.
Why offline conversion tracking still matters
Many customer journeys do not end online.
A customer may click an ad, visit a landing page, make a phone call, speak to a consultant, request a quote, and convert later through a sales or contact centre team.
If that offline outcome is not connected back to the original campaign, marketing performance can look incomplete.
That can make it harder to understand which channels are working, where budget is being wasted, and which campaigns are genuinely contributing to pipeline or revenue.
This is why offline conversion tracking remains so important. It helps businesses build a clearer view of performance across digital and offline touchpoints, especially when calls are a key part of the customer journey.
For Delacon customers, this visibility is central to making confident marketing decisions. When calls and conversions are connected to campaign data, teams can better understand what is driving results and where to optimise next.
A smooth transition, handled carefully
The move to the Data Manager API is a technical change, but it should not become a burden for customers.
Delacon will manage the transition carefully and keep customers updated throughout the process. If any action is required from your business, we will let you know in advance and coordinate the steps clearly.
Our goal is to ensure the transition is smooth, reliable, and low impact.
We do not anticipate any downtime or data loss during the migration.
What you need to do now
Your setup continues to work as normal and no changes will need to be made at this stage.
Your current Delacon integration continues to work as normal, and your offline conversion tracking remains active.
Delacon is monitoring the change, planning the migration, and preparing the necessary updates behind the scenes.
We will continue to keep customers informed as the transition progresses.
In summary
Google is encouraging developers to move offline conversion imports toward the Data Manager API, but there is no immediate disruption for Delacon customers using active integrations today.
Your setup continues to work as normal.
Delacon is already across the change and is proactively preparing the upgrade to ensure a smooth transition when the time comes.