Week of Apr 7, 2025
15 changes logged the week of Apr 7, 2025, 2 high impact; 5 took effect. Open this week in the change history.
Google Ads
- Retention goals (win-back and high-value win-back modes) became fully available in Performance Max
Retention goals, which let advertisers bid more for lapsed customers, graduated from beta to all Performance Max advertisers. Advertisers define what counts as lapsed and can prioritise high-value former customers. Source
- Performance Max began automatically sourcing images from landing pages, with opt-out controls
Performance Max now pulls images from the advertiser's landing page to increase ad variety. Advertisers can remove individual assets or opt out entirely at the campaign level. Source
- Image enhancements introduced in Performance Max to auto-crop images for more inventory
Performance Max can automatically crop existing images to fit additional placements, with uncropping and animation enhancements planned. Advertisers can control the setting. Source
- Demand Gen performance can now be segmented by network (YouTube, Discover, Gmail, Display)
A network segment in Demand Gen reporting breaks down results across YouTube, Discover, Gmail, the Display Network and other channels, giving visibility into which surfaces drive performance. Source
- Disclaimer assets beta launched in Performance Max for regulated verticals
A beta disclaimer asset for Performance Max ensures required legal disclaimers always appear and ads only serve on compatible formats, aimed at finance, health, gambling and similar verticals. Source
- Account suspension, billing suspension, misrepresentation and ad-network abuse articles clarified
Google reorganized four policy articles and added examples for readability. No change to enforcement. Source
- Video assets for Search ads spotted live on the results page
Video assets attached to Search campaigns, first seen in the interface in December 2024, began appearing in live Search results. Google later confirmed at Google Marketing Live that video ads on Search, Image Search and Shopping were rolling out in the US and Canada. Source
- Customer acquisition cost column added to campaign reporting for new customer goals
Campaigns using new customer only or new customer value modes now show a dedicated reporting column with customer acquisition cost. Source
Merchant Center
- US sales tax attributes and Merchant Center tax settings retired from July 1, 2025
Google stopped requiring US merchants to submit sales tax via the tax [tax] and tax category [tax_category] attributes or the Merchant Center tax settings. Google now estimates tax automatically, and offers previously disapproved for tax issues may begin serving. Source
- Member prices no longer allowed in price or sale_price; loyalty_program attribute required from July 1, 2025
From July 1, 2025, Google stopped allowing loyalty member prices in the price [price] or sale price [sale_price] attributes. Merchants must submit member pricing through the loyalty program [loyalty_program] attribute where available. Source
- Price attribute no longer accepted for installment down payments; downpayment sub-attribute required
As part of the 2025 product data specification update, Google stopped supporting the price [price] attribute for down payments on installment offers. Merchants must use the down payment [downpayment] sub-attribute of installment [installment], with price reflecting the full up-front price. Source
- Certification attribute replaced energy efficiency class attributes for EU-targeted products
For products targeting EU countries, the certification [certification] attribute replaced the energy efficiency class attributes so both rescaled and non-rescaled EU energy labels can be shown. The older attributes remain valid for Norway, Switzerland and the UK. Source
- Product-level carrier_shipping and handling/transit business-day attributes added
Google added carrier shipping [carrier_shipping], shipping handling business days [shipping_handling_business_days] and shipping transit business days [shipping_transit_business_days] so merchants can give more accurate product-level delivery estimates. Source
Google Analytics
- GA4 Explore added all filter match types for item-scoped dimensions and more for Audience
Exploration filters now support all match types for item-scoped dimensions and additional match types for the Audience dimension. Source
Search Console
- Search Analytics API gained hourly data for the past 10 days
Google added an HOUR dimension and an HOURLY_ALL dataState to the Search Analytics API, returning up to 10 days of hourly clicks, impressions, CTR and position, a wider window than the UI's 24-hour view. Source
Took effect this week
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