Google expands Data Manager API with store sales conversions and broader event support | May 2026

Google has announced an important update to the Data Manager API, expanding its role across Google Ads and GA4. This is another strong signal that the Data Manager API is becoming a broader first-party data ingestion layer across Google Ads, Google Analytics, and DV360.

The release brings:

• Support for uploading store sales conversions to Google Ads.
• Expanded event ingestion capabilities for Google Analytics web and app streams.

Google now considers the Data Manager API a direct upgrade from Measurement Protocol.

Previously, sending conversions to Google Ads often required creating and monitoring multiple offline jobs. With the new workflow, advertisers can send store sales data using a single Data Manager API request instead.

Google also highlights other benefits of this approach:

• Confidential matching.
• Encryption for user identifiers.
• Support for sending multiple items per event using CartData.

Please note that Google Ads accounts must meet eligibility requirements to use store sales conversions.

This update introduces:

• Sending any event to web and app GA4 data streams (as long as it’s not reserved). To send custom and recommended events to GA4, the Data Manager API is suggested as an alternative to the Measurement Protocol. Additionally, the unified schema of the Data Manager API now allows saturating app events with metadata such as event location, app instance ID, and mobile device data.
• Routing events to your GA4 app/web stream via Firebase App ID/Measurement ID.
• Sending any event with a transaction ID as an additional data source using the Data Manager API. This capability is no longer limited to purchase events, but Google notes that using it requires allowlisting for GA4 properties.

The Data Manager API is increasingly becoming Google’s central infrastructure for first-party data collection and activation. At the same time, Google is deprecating or restricting older audience ingestion workflows, such as disabling Customer Match uploads in Google Ads API.

Taken together, these updates suggest a broader modernization strategy: moving advertisers toward a unified, privacy-focused ingestion layer. So, any advertiser wishing to future-proof their tracking infrastructure should consider using the Data Manager API. If you haven’t done it yet, check out Google Data Manager API Connection, a solution that allows access to the Data Manager API through Stape.

• Track Google Ads Conversions using Data Manager API
• Google Data Manager API Connection