Agencies & Marketing — Google Accelerates Ad Platform Simplification as AI Reshapes Both Conversion Tracking and Customer Journeys

Agencies & Marketing · 2026-04-11

TODAY'S SIGNAL — Google is methodically reducing the technical complexity of its advertising stack, and agencies need to pay attention to the cumulative effect. Today's developments — a single-toggle enhanced conversions setup, the Merchant API replacing Content API in Google Ads scripts, and practitioner warnings about AI-driven ROAS misreporting — all point in the same direction: Google is…