Google Ads To Delete Short Term Performance Data June 1, 2026

05/28/26
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of Google Ads Data Retention Policy Update

Google Ads has updated its data retention policy, affecting how long certain performance data is stored. Hourly, daily, and weekly reporting data will be retained for 37 months and then deleted starting June 1, 2026. In contrast, monthly, quarterly, and annual data remains accessible for 11 years. Advertisers should download any needed short-term data before the retention cutoff.

Optimixed’s Overview: Understanding the Upcoming Changes to Google Ads Data Retention

Key Details of the New Google Ads Data Retention Policy

Starting June 1, 2026, Google Ads will enforce a new data retention schedule that limits the availability of certain performance reports. This update specifically targets data reporting at shorter time intervals, impacting advertisers’ access and historical analysis capabilities.

  • Hourly, Daily, and Weekly Data: Will be retained only for 37 months. Any data older than this will be deleted and no longer accessible through the Google Ads interface or APIs.
  • Monthly, Quarterly, and Annual Data: Retention remains unchanged, with data available for 11 years.
  • Reach and Frequency Metrics Exception: These metrics, including unique user counts and average impression frequency, will be retained for only 3 years.

Implications for Advertisers

This policy change means advertisers should proactively download and archive any important hourly, daily, or weekly data older than 37 months before the cutoff date to avoid losing valuable insights. The extended retention of monthly and longer-term data ensures that high-level performance trends remain accessible for strategic planning.

Summary

Google’s updated data retention policy clarifies the lifespan of various Google Ads performance reports, streamlining data storage while emphasizing the importance of managing historical data effectively for ongoing campaign analysis and decision-making.