Week of Sep 1, 2025
10 changes logged the week of Sep 1, 2025, 2 high impact; 6 took effect. Open this week in the change history.
Google Ads
- Mature cosmetic procedures removed from the Sexual content policy
Google deprecated the Mature Cosmetic Procedures restriction within the Sexual content policy from September 22, 2025 (rolling over ~4 weeks). Such ads remain subject to other policies, including sexually suggestive content and minor protections. Source
- Web to App Connect expanded to YouTube, Hotel and Demand Gen campaigns
Web to App Connect, which deep-links ad clicks into an installed app on iOS and Android, now works for YouTube ads, Hotel ads and Demand Gen campaigns in addition to Performance Max, Search and Shopping. Google reports a 2x higher conversion rate for advertisers using it on YouTube. Source
- Search and Shopping campaigns can now be credited with app installs and first in-app conversions
New web-to-app acquisition measurement attributes app installs and first in-app conversions to web campaigns such as Search and Shopping, with new web-to-app first conversion metrics on the campaign reporting page. Source
- Unified web and app conversions, in-product nudges and a combined overview card added
The conversion setup page now automatically groups app events with their corresponding web events, in-product nudges suggest optimizing toward in-app events during campaign creation, and a new overview card on the Google Ads home page shows web and app performance side by side. Source
- Campaign selector gained checkboxes to filter multiple campaigns at once
Thomas Eccel shared that the campaign picker now offers checkboxes for multi-select filtering instead of a single-choice dropdown. Google did not announce it. Source
- Performance graphs gained Conversion Delay, Performance Anomaly Insights and Notes overlays
Anthony Higman spotted new graph customisation options including conversion delay, anomaly insights and notes, with updated notification icons. Google did not announce them. Source
Merchant Center
- Merchant API introduced its first MCP service and region batch methods
September 2025 updates added the first Model Context Protocol service for the Merchant API, which surfaces authoritative API documentation inside IDE coding assistants to speed migrations, plus getAccountForGcpRegistration, batchCreate/batchUpdate/batchDelete for Regions and carrier-based shipping attributes on products. Source
Google Ads API & Scripts
- Google Ads API moved to monthly releases from 2026 with four major versions per year and one-year support
Google announced monthly Google Ads API releases starting January 2026 (except the year-end holiday period): four major releases per year plus minor, non-breaking releases, with each major version supported for one year after release. The 2026 plan listed v23 (Jan), v24 (Apr), v25 (Jul) and v26 (Oct) with minors in between. Source
Microsoft Ads
- Political advertising declaration required on all campaigns by October 10, 2025 under EU Regulation 2024/900
Advertisers had to declare whether each campaign is political before creation or import; undeclared campaigns were treated as non-political and political campaigns were skipped on import. The API added an IsPolitical campaign element (v13.0.25.3). Source
- Gambling policy allowed managed affiliates in sports betting pilots and disallowed all gambling in India
Managed affiliate advertisers became eligible for sports betting and casino pilots, while all forms of gambling advertising were disallowed in India. Source
Took effect this week
Share this page: https://gadschangehistory.com/week/2025-09-01/