Google shipped Google Ads API v24.2 in mid-December 2025. Search Engine Land covered it about two weeks after release. It's a minor version bump, so nothing in v24 breaks. But three pieces of this update touch account governance and reporting in ways that matter for anyone running client Google Ads accounts through the API or through agency tooling built on it.
What actually shipped
Three things worth tracking:
First, multi-party approvals (MPA). Sensitive account actions, like inviting a new user or changing someone's access level, now require a second administrator to sign off before the change takes effect.
Second, new fields on assets and ads: SyntheticContentInfo and SyntheticContentAttestation. These let developers flag and label AI-generated creative programmatically, instead of relying on manual tagging or spreadsheet tracking.
Third, expanded Performance Max reporting granularity, plus additional experiment types for testing.
Why the MPA change matters for account governance
If you run agency accounts, you've probably had at least one incident where someone added an admin-level user without a second set of eyes on it. Client fires an employee, nobody revokes access in time, and now there's a former employee with standing account permissions. Or an agency junior gets accidentally granted admin instead of standard access and starts editing campaign structure without approval.
MPA closes that gap at the API level, not just in the UI. That means if you've built internal tooling that manages user invitations or access changes programmatically, you need to update your workflow to account for the two-step approval requirement. A single API call that used to complete a permission change now needs a second admin's action to finalize.
For FOCO-style engagements, this is a governance win. Client access changes are one of the most common sources of unauthorized data exposure in ad accounts. Building MPA into your standard account setup checklist, right alongside connecting server-side GTM and validating consent signals, closes a real gap.
What to do now: Audit which of your clients have more than one admin on their Google Ads account. If they don't, MPA won't do anything for them. Get a second admin assigned wherever you manage the account, and document the approval chain so it's clear who signs off on what.
Why the SyntheticContentInfo fields matter for reporting and compliance
This is the part that ties directly to the EU AI Act, which takes effect August 2. Google built these fields ahead of that deadline, which tells you they expect AI-content disclosure to become a hard requirement, not an optional best practice.
SyntheticContentInfo and SyntheticContentAttestation give you a programmatic hook to identify which ads and assets were generated or substantially modified by AI. Before this, if a client asked "which of our active ads use AI-generated imagery," the honest answer was usually "we'd have to check manually, asset by asset." Now that's a queryable field.
For measurement teams, this matters beyond compliance. If you're running creative-level attribution or trying to isolate performance differences between AI-generated and human-produced assets, you now have a native way to segment that in reporting instead of maintaining a separate creative tagging system outside the API.
What to do now: If you run any EU campaigns, start pulling SyntheticContentInfo into your reporting pipeline now, not in July. Waiting until the deadline to figure out field mapping and backfill historical creative tags is the wrong order of operations. Build the query, test it against a live account, and confirm what data actually populates before you need it for a compliance audit.
If you're not running EU campaigns, build the segmentation anyway. Advertisers who can already answer "how is our AI-generated creative performing versus everything else" have a real edge in optimization conversations, independent of any regulatory driver.
Performance Max reporting: don't skip this one
The expanded segment-level data in Performance Max reporting is easy to overlook next to the security and compliance headlines, but it's directly useful. Performance Max has been a black box for attribution work since launch, mostly because Google didn't expose enough granularity to see which asset groups or audience signals were actually driving conversions.
More granular segment data means better inputs for whatever attribution model or MMM you're feeding Google Ads data into. If your reporting pipeline pulls Performance Max data through the API, check what new segments are now available and whether your existing queries are structured to capture them. Old queries won't automatically pick up new fields. You need to explicitly add them.
The bottom line for measurement teams
None of this breaks anything in v24. That's the point of a minor version. But all three changes require action, not just awareness. MPA needs a second admin assigned per account. The synthetic content fields need to get built into your reporting queries before the EU AI Act deadline, not after. And the Performance Max reporting expansion needs someone to actually update the query structure to pull the new segments.
If your team treats API release notes as background reading instead of a task list, this is the release that punishes that habit.
Sources
- https://searchengineland.com/google-ads-api-v24-2-adds-ai-transparency-stronger-security-and-new-reporting-481078
- https://developers.google.com/google-ads/api/docs/release-notes