Earlier this month, the following improvements were made available to all users:

• Setting finalUrlSuffix at the customer, campaign, ad group, ad, and extension level in all AdWords accounts. Previously, this feature was only available in test accounts.
• Specifying up to eight custom parameters. Previously, the maximum number of custom parameters was three.

As announced earlier this year, starting October 30, 2018, parallel tracking will be required for all AdWords accounts. With the above features in place, the AdWords API now supports all the features needed to migrate your accounts to parallel tracking, so we encourage you to get started on the migration as soon as possible. The detailed AdWords API guide and accompanying implementation checklist will walk you through the required changes.

If you have questions or need help with the migration, please email us at ads-clicktracking-support@google.com.
- Josh Radcliff, AdWords API Team

Update: As of July 9th, 2015, this temporary limit has been removed.

To ensure reliable performance for all advertisers during advanced URL upgrades, the AdWords API has placed a temporary limit on the number of AdGroupAd ADD operations that can be performed on an advertiser account per day. Other types of requests are not affected by this change. Please review the RateLimit documentation and make sure your code handles the RateExceededError properly.

During most normal operations, you won’t run into these limits. However, if you are uploading a very large amount of new ads in a short period of time and find yourself running into this error frequently, let us know on our forum and we will work with you to address the issues.

Anash P. Oommen, AdWords API Team

As previously announced, AdWords API v201309 and AdWords scripts will start enforcing a limit of 10,000 matching values as arguments for the IN and NOT_IN operators starting March 31, 2014. This limit is currently enforced in AdWords API v201402.

You may be affected by this change if you construct large AWQL queries or selector predicates that have thousands of matching values using these operators in one of these use cases:

• AdWords API
  • Retrieving items using the query or get method
  • Requesting AdWords API reports using either AdWords Query Language (AWQL) or report definitions.
• AdWords scripts
  • Retrieving items using the get method
  • Requesting reports using the report method

To make sure your applications and scripts work properly, check any code that constructs queries for reports or retrieve items using get or query methods and add necessary limit checks before March 31, 2014.

If you have any questions about this change, you can post them on AdWords API or Scripts developer forums. Anash P. Oommen, AdWords API Team

To ensure reliable performance for all developers and advertisers, AdWords API and AdWords scripts will start enforcing a limit of 10,000 matching values as arguments for the IN and NOT_IN operators starting March 31, 2014.

You may be affected by this change if you construct large queries that have thousands of matching values using these operators in one of these use cases:

• AdWords API
  • Retrieving items using the query method
  • Requesting AdWords API reports using either AdWords Query Language (AWQL) or report definitions
• AdWords scripts
  • Retrieving items using the get method
  • Requesting reports using the report method

Once this change goes into effect, our servers will start throwing a SelectorError if your queries contains more than 10,000 matching values for IN and NOT_IN operators. For AdWords API v201309, the error reason would be set to SELECTOR_ERROR. In newer versions, the error reason would be set to TOO_MANY_PREDICATE_VALUES.

To make sure your applications and scripts work properly, check any code that constructs queries for reports and AWQL and add necessary limit checks before March 31, 2014.

If you have any questions about this change, you can post them on AdWords API or Scripts developer forums.

Anash P. Oommen, AdWords API Team

In order to deliver reliable services to AdWords API users across the globe, we use a Token Bucket algorithm to meter requests and determine the queries per second (QPS) rate. This is intended to prevent malicious or out-of-control software from overwhelming the AdWords API servers and affecting other users.

We recognize that your AdWords API client application may sometimes exceed the limit and receive a RateExceededError due to factors not fully in your control. Don’t worry. RateExceededError is usually transient and automatically resolved after 30 seconds of inactivity.

Rate limits fluctuate based on different variables, including server load. So we don’t recommend a fixed QPS limit to developers. That’s why it’s extremely important to understand how to handle RateExceededError, and develop your software with rate limits in mind.

Please take a look at our detailed AdWords API Rate Limit guide to learn more about:

• Different types of rate limits and rate limit scopes
• Operational limits for different account access levels
• Recommended practices to avoid exceeding different rate limits
• Tips for handling RateExceededError gracefully in your application, if it happens

- Ray Tsang, AdWords API Team

If you are an advanced AdSense Management API user, your application may have run into one of the several different limits we have in place. We’ve created a new documentation page to keep track of system limits, but here’s a small description of what they are and what you can do to avoid them.

API Courtesy Limit

This limit refers to the number of requests your project can make via the API in a single day, across all of your users or AdSense accounts. This is set to 10,000 queries per day for all new projects.

If you’re running into the limit, feel free to request more from the “Quotas” page for your project, in the APIs Console. We’ll look at your request and project usage history, then decide an appropriate limit to set in place.

Page size for “list” calls

The various “list” methods in the AdSense Management API are paginated, with a default size of 10,000 entries per page. You can configure this limit yourself in your request with the maxResults parameter, but you can’t set it to any value greater than 10,000.

Reports

For regular, unpaginated reports, the maximum number of rows that the API will return is 50,000. If your report is larger than that, it will be truncated at 50,000 rows.

Pagination in reports should only be used when strictly necessary, as it’s generally only useful to applications running in devices with severe storage constraints. Because of this, paginated reports are limited to 5,000 rows and any attempt to obtain data beyond the 5000th row will return an error.

Let us know in our forum if you have any questions!

 - Sérgio Gomes, AdSense API Team

As you may have recently read on the Inside AdWords blog we’ve increased various limits for Google AdWords accounts. Most notably it’s now possible to have up to 10,000 campaigns and three million keywords in an account. These and other product limits are listed in the AdWords Help Center, with additional API technical limits available on the System Limits page.

As a reminder, when dealing with large numbers of API objects it’s best to utilize paging in your requests, which allows you to fetch the data in smaller batches. The example code in our client libraries demonstrates how to use paging effectively. However, paging alone is insufficient to retrieve data sets with over 10,000 items and in those situations we recommend you either use predicates to limit the size of the results or use report downloads to get the full set of data.

If you have questions about these new limits or how they affect your API development you can reach us on the forum or during our regular office hours.

 - Eric Koleda, AdWords API Team