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.
What is changing with Google Ads historical reporting data?
Google Ads will delete reporting data after set retention periods unless advertisers export and preserve it. Once the retention period lapses, the data will no longer be available in the Google Ads interface or through APIs.
How long will hourly, daily, and weekly Google Ads reports remain available?
From June 1st, reports for periods shorter than a month, including hourly, daily, and weekly reports, will remain accessible for 37 months. Older granular reporting data needs to be exported if it is needed for future reporting or forecasting.
How long will monthly, quarterly, and annual Google Ads reports be retained?
Longer reporting spans such as monthly, quarterly, and annual reports will remain available for up to 11 years. That longer retention does not apply to all report types or metrics.
Which Google Ads metrics have a shorter retention window?
Reach and frequency metrics will be available for just three years. The post lists unique users, average impression frequency per user, 7-day and 30-day average impression frequency, and frequency distribution metrics.
Why should advertisers export older Google Ads data now?
Historical Google Ads data supports long-term trend analysis, benchmarking, reporting, and forecasting. The post warns that data may become permanently inaccessible if it is not exported and securely stored before the retention limits apply.
What should teams using BI tools or custom reporting systems do?
Teams that rely on external BI tools or customized reporting systems should set up automated Google Ads data export pipelines. This helps maintain reporting continuity before the new retention limits take effect in 2026.
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