Google Ads will start deleting historical reporting data after set retention periods

Google is introducing a brand new Google Advertisements knowledge retention coverage that may restrict how lengthy advertisers can entry historic reporting knowledge contained in the platform and APIs.

Why we care. Advertisers counting on long-term historic efficiency knowledge for reporting, forecasting or modeling could must replace their knowledge storage methods earlier than older data turn out to be inaccessible.

What’s taking place. Starting June 1st, Google Advertisements reporting knowledge for durations shorter than one month — together with hourly, each day and weekly reporting knowledge — will solely stay out there for 37 months.

Month-to-month, quarterly and annual reporting knowledge will stay accessible for 11 years.

After these retention home windows expire, the information will not be accessible by means of both the Google Advertisements interface or APIs.

Between the strains. Attain and frequency metrics could have even shorter retention limits.

Metrics together with:

• distinctive customers,
• common impression frequency per consumer,
• 7-day and 30-day common impression frequency,
• and frequency distribution metrics

…will solely stay out there for 3 years.

The larger image. The change might create new stress for advertisers, companies and analytics groups to export and warehouse historic Google Advertisements knowledge earlier than it expires.

Lengthy-term pattern evaluation, benchmarking and media combine modeling usually depend on years of granular historic knowledge that will not stay accessible straight inside Google Advertisements.

What to look at. Advertisers utilizing exterior BI instruments, inside dashboards or customized reporting methods could more and more want automated knowledge export pipelines to protect reporting continuity earlier than retention limits start taking impact in 2026.

Dig Deeper. Google Ads Data Retention Policy