Google is introducing a new Google Ads data retention policy that will limit how long advertisers can access historical reporting data inside the platform and APIs.
Why we care. Advertisers relying on long-term historical performance data for reporting, forecasting or modeling may need to update their data storage strategies before older records become inaccessible.
What’s happening. Beginning June 1st, Google Ads reporting data for periods shorter than one month — including hourly, daily and weekly reporting data — will only remain available for 37 months.
Monthly, quarterly and annual reporting data will remain accessible for 11 years.
After those retention windows expire, the data will no longer be accessible through either the Google Ads interface or APIs.
Between the lines. Reach and frequency metrics will have even shorter retention limits.
Metrics including:
- unique users,
- average impression frequency per user,
- 7-day and 30-day average impression frequency,
- and frequency distribution metrics
…will only remain available for three years.
The bigger picture. The change could create new pressure for advertisers, agencies and analytics teams to export and warehouse historical Google Ads data before it expires.
Long-term trend analysis, benchmarking and media mix modeling often rely on years of granular historical data that may no longer remain accessible directly inside Google Ads.
What to watch. Advertisers using external BI tools, internal dashboards or custom reporting systems may increasingly need automated data export pipelines to preserve reporting continuity before retention limits begin taking effect in 2026.
Dig Deeper. Google Ads Data Retention Policy