Starting in June, Google Ads will implement a policy that deletes any reporting data older than 37 months, unless we take action to export and preserve it.
As someone who heavily relies on historical data for reporting and forecasting, I recognize the urgency to revamp my data management strategies before access to older records is lost.
What’s Changing. From June 1st, only data from periods shorter than a month—such as hourly, daily, and weekly reports—will be accessible for 37 months. For longer spans like monthly, quarterly, and annual reports, we will enjoy access for up to 11 years.
Once those retention periods lapse, the data will no longer be available in the Google Ads interface or through APIs.
Nitty-gritty Details. Metrics that measure reach and frequency will have even shorter retention limits, staying available for just three years. These metrics include:
- unique users,
- average impression frequency per user,
- 7-day and 30-day average impression frequency,
- and frequency distribution metrics.
The Larger Impact. The policy change means I need to export and securely store historical Google Ads data soon, or it’ll become permanently inaccessible.
I acknowledge that long-term trend analysis and benchmarking depend heavily on years of granular data, which may no longer be directly accessible in Google Ads.
Looking Ahead. If I rely on external BI tools or customized reporting systems, I need to set up automated data export pipelines to maintain continuity before the new retention limits take effect in 2026.
For More Information. Read more about Google’s data retention changes on their official support page.
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