Google will no longer enforce the previously announced change requiring the conversion_environment field in in-app conversions imported via the Google Ads API. Initially set to affect bidding models and campaign performance, the rollout, first announced on June 30, 2025, has now been canceled as of October 8, 2025.
Although the enforcement is off the table, Google still recommends setting the conversion_environment field. Doing so enables better cross-environment attribution, more detailed ad destination reporting, and streamlined support interactions.
Advertisers using imported in-app conversions should continue to include this field to maintain measurement accuracy and support.
Read the full update here: Bidding enforcement for conversion environment in in-app conversions no longer planned.