Week of Sep 15, 2025

16 changes logged the week of Sep 15, 2025, 4 high impact. Open this week in the change history.

Google Ads

• Google emailed a pilot that auto-adds Store Visits as a primary conversion with a preset value from Oct 8Sep 15, 2025 · Measurement · Measurement · effective Oct 8, 2025

  Kim Petersen shared a notification saying Store Visits would be added as a primary conversion with an estimated value (about $220) and used in bidding from October 8 unless advertisers opt out. Google said it was a pilot affecting a small number of advertisers. Source

• Conversions (platform comparable) column launched for Demand Gen reportingSep 18, 2025 · Measurement · Demand Gen

  A new reporting-only Conversions (platform comparable) column measures Demand Gen using last-Demand-Gen-touch attribution and includes view-through conversions, so results can be compared with the default attribution used by other ad platforms. Source

• Omni-channel bidding launched in Demand Gen to optimize for online and in-store salesSep 18, 2025 · Bidding & Budget · Demand Gen

  Demand Gen campaigns can now bid toward total sales across online, in-app and in-store conversions (store visits and store sales) rather than online only. Source

• Conversion Lift studies can now run across manager accounts at lower spend and conversion volumesSep 18, 2025 · Measurement · Measurement

  Conversion Lift testing now works at lower spend levels and conversion volumes and can be set up for an entire manager account or selected campaigns, so advertisers can measure the incrementality of running multiple campaign types together. Source

• Local offers and promotion assets became available in Demand Gen on YouTubeSep 18, 2025 · Creative & Assets · Demand Gen

  Demand Gen ads on YouTube can now surface in-store local offers to nearby shoppers and highlight sales with promotion assets. Source

Merchant Center

• Video assets page launched globally in Merchant Center to aggregate, map and distribute product videosSep 15, 2025 · Creative & Assets · Shopping

  The new Video assets page pulls videos from a merchant's website, YouTube and social channels, uses AI to map products to videos, lets merchants generate new videos with Product Studio, and syncs videos to Google Ads while controlling placement in free listings and brand profiles. Source

• New "Hidden" status shown for approved products that are not eligible to serveSep 20, 2025 · Reporting & UI · Reporting

  Merchant Center began displaying a "Hidden" status for products that are approved but not eligible to show in ads or listings, distinct from the existing Visible / Not visible states. Source

Google Analytics

• GA4 added a native Snap Ads cost data import integrationSep 17, 2025 · Launch · Measurement

  Snapchat advertising cost can now be imported automatically into GA4 cross-channel reporting. Source

Google Ads API & Scripts

• google-ads-bom Bill of Materials introduced for the Java client library (v40.0.0)Sep 18, 2025 · API & Tools · General

  The Google Ads API client library for Java v40.0.0 added a Maven/Gradle BOM that pins compatible versions of Guava, Protobuf, GAX and gRPC to reduce dependency conflicts. Source

Microsoft Ads

• Supplemental feeds launched globally in Microsoft Merchant CenterSep 17, 2025 · Launch · Feeds

  Merchants can update specific attributes such as titles, descriptions, custom labels, size, color and promotion IDs without re-uploading the full catalog. Source

• New customer acquisition goals for Performance Max entered open betaSep 17, 2025 · Bidding & Budget · Performance Max

  Advertisers with purchase conversion goals could bid higher for new customers or target them exclusively, moving from the February pilot and August closed beta to open beta. Source

• UET dashboard added consent signal status, tag health and event-level validationSep 17, 2025 · Measurement · Measurement

  The UET tag dashboard shows whether consent signals are being received, overall tag health and event-level validation to help advertisers verify Consent Mode compliance. Source

• Made-for-advertising content banned across Monetize, Invest and CurateSep 17, 2025 · Policy · Display · effective Sep 4, 2025

  Microsoft enforced an MFA-free inventory policy from September 4, 2025, removing made-for-advertising sites from its supply across its ad tech stack. Source

• Bulk bid editing added for Lodging campaign property groupsSep 17, 2025 · Bidding & Budget · Search

  Multiple property groups' bids can be updated at once in the platform UI. Source

Search Console

• Performance report desktop impressions dropped and average position rose after Google disabled num=100Sep 15, 2025 · Measurement · Measurement

  After Google removed the ability to show 100 results per page (around September 12, 2025), many properties saw desktop impressions fall sharply and average position improve in Search Console, consistent with bot-driven scraping no longer registering impressions. Source

• Search Console added a dedicated Achievements section to the sidebarSep 15, 2025 · Reporting & UI · Reporting

  Achievements, previously delivered only by email, gained a dedicated page linked from the bottom of the Search Console navigation where site owners can review click milestones. Source

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