Week of Feb 10, 2025
7 changes logged the week of Feb 10, 2025, 2 high impact; 1 took effect. Open this week in the change history.
Google Ads
- Gambling and games policy rewritten with revised country guidelines and category definitions
Google published a revised Gambling and games policy, effective April 14, 2025, with more detailed explanations of gambling categories and updated country-specific guidelines. A preview version was made available in advance. Affects all gambling, games and social casino advertisers. Source
- Customer Match lists capped at a 540-day maximum membership duration from April 7, 2025
Google set a maximum membership duration of 540 days for Customer Match lists in Google Ads and Display & Video 360. Lists with no expiration or longer durations were reduced to 540 days retroactively, so advertisers must refresh uploads regularly or lists shrink and campaigns may pause. Source
- Business name and logo moved into brand guidelines; unset campaigns auto-filled from March 2025
Google notified advertisers that from March 2025 business names and logos are managed through brand guidelines. If an advertiser did not set them, the top-performing business name and logo associated with the campaign would be applied automatically. Source
- PMax began showing a search-themes usefulness indicator flagging themes that add no new traffic
Natasha Kaurra spotted an in-account alert that evaluates whether Performance Max search themes generate incremental traffic or overlap with existing signals. Google did not announce the indicator. Source
- Crypto exchange and software wallet ads allowed in UAE with FSRA, VARA or DFSA licence
Advertisers licensed by the UAE's FSRA, VARA or DFSA and certified by Google may promote crypto exchanges and software wallets targeting the UAE from February 26, 2025. Source
Google Analytics
- GA4 report collections gained new linked templates and Transaction ID in custom report builder
Search Engine Land reported on updated GA4 report collections: up to seven collections per property, predefined templates (App Developer, Business Objectives, Games, Life Cycle, Search Console, User) that stay linked to Google updates, and a new Transaction ID dimension in the custom report builder. Source
Google Ads API & Scripts
- Customer Match lists capped at a 540-day maximum membership duration via the API from April 7, 2025
Requests setting UserList.membership_life_span above 540 days return RangeError.TOO_HIGH from April 7, 2025, and existing lists with longer or unlimited durations were migrated to 540 days. Advertisers must refresh Customer Match lists regularly to keep audiences from shrinking. Source
Took effect this week
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