Question about "Sent too late" error (Enhanced Conversions API) - Other factors

[Sugiyama Takuya]

Hello,

We run a service that uses the Google Ads API (Python SDK).

Our users (advertisers) in Japan are reporting the following error in their Google Ads console.

The original error message is in Japanese:

拡張コンバージョン APIコードのデータの送信が遅すぎます 1件のコンバージョンアクションに影響します コンバージョンイベントが発生してから 24時間以内にデータを送信するように拡張コンバージョンAPIコードを編集してください。

This roughly translates to:

"Enhanced conversion API code is sending data too late. ... Please edit your enhanced conversion API code to send data within 24 hours of the conversion event."

(Note: The Japanese text is the exact message displayed to the user.)

(As service developers, we cannot access our users' specific transmitted data, such as conversion_date_time values, due to our privacy policy.)

We understand this error typically occurs if the time elapsed between the conversion_date_time (conversion occurrence) and the API reception time exceeds 24 hours.

We have one specific question regarding the specification:

Assuming that both the conversion_date_time timestamp and the API request submission are definitely within the 24-hour window,

Are there any other (non-time-related) factors that could still trigger this "sent too late" error?

For example, could a misconfiguration in the Google Ads account settings or the conversion action settings cause this error, even if all timing aspects are correct?

Thank you.

[Google Ads API Forum Advisor]

Hi,

Thank you for reaching out to the Google Ads API support team.

Regarding the "Your enhanced conversions API code is sending data too late" alert. This alert typically appears because the Ads API data is being sent more than 24 hours after the conversion time. It can also appear if the conversion occurrence time is not included in the Ads API pings.

To resolve this, I recommend editing your enhanced conversions Ads API code to send data within 24 hours of the conversion event. Additionally, please review the Google Ads API instructions to ensure that conversion time is properly included in your Ads API requests. You can find more information about the enhanced conversions for web Ads API diagnostics report in this article. 

To address the issue, please share the below details :

• Customer ID of the Google Ads account / CID
• Conversion action ID / name
• Complete API logs (request and response with request-id and request header) generated at your end.

If you are using a client library and haven't enabled the logging yet, I would request you to enable logging for the specific client library that you are using. You can refer to the guides Java, .Net, PHP, Python, Ruby or Perl to enable logging at your end. For REST interface requests, you can enable logging via the curl command by using the -i flag.

You can send the details via Reply privately to the author option, or direct private reply to this email.

Thanks,
 

Google Ads API Team

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[2025-10-24 08:12:08Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01vRhJJ:ref" (ADR-00336434)