Google Shopping API cutoff looms, putting ad delivery at risk

Google Shopping API migration deadlines are approaching, and advertisers who don’t act risk disrupted Shopping and Performance Max campaigns.

What’s happening. Google is sunsetting older API versions and pushing all merchants toward the Merchant API as the single source of truth for Shopping Ads. Advertisers can confirm which API they’re using in Merchant Center Next by checking the “Source” column under Settings > Data sources, where any listing marked “Content API” requires action.

Why we care. Google is actively reminding advertisers to migrate to the new Merchant API, with beta users required to complete the switch by Feb. 28th, and Content API users by Aug. 18th. If feeds aren’t properly reconnected, campaigns that rely on product data — especially those using feed labels — may stop serving altogether.

The risk. Feed labels don’t automatically carry over during migration. If advertisers don’t update their campaign and feed configurations in Google Ads, Shopping and Performance Max setups that depend on those labels for structure or bidding logic can quietly break.

What to do now. Google recommends completing the migration well ahead of the deadline, reviewing feed labels, and validating campaign delivery after reconnecting feeds. The transition was first outlined in mid-2024, but enforcement is now imminent as Google moves closer to fully retiring legacy APIs.

Bottom line. This isn’t a cosmetic backend change — it’s a technical cutoff that can directly impact revenue if ignored.

First seen. This update was spotted by Google Shopping Specialist Emmanuel Flossie, who shared the warnings he received on LinkedIn.