Google Ads Updates Data Retention Policy

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

TL;DR Summary of Google Ads Announces Extended Data Retention Policy Effective June 2026

Google Ads is updating its data retention policy starting June 1, 2026. Hourly, daily, and weekly reporting data will be retained for up to 37 months, while monthly, quarterly, and annual data will remain accessible for 11 years. After these periods, data will no longer be available through the Google Ads interface or APIs, impacting advertisers’ access to granular performance insights.

Optimixed’s Overview: Key Insights into Google Ads’ New Data Retention Timeline and Its Impact on Advertisers

Understanding the Updated Google Ads Data Retention Policy

Google has announced significant changes to how long performance reporting data will be stored and accessible within Google Ads. These changes, effective from June 1, 2026, aim to clarify the retention periods for different data granularities and help advertisers plan their data usage accordingly.

Retention Periods Explained

  • Hourly, daily, and weekly data will be retained for 37 months, allowing advertisers access to detailed short-term performance metrics for just over three years.
  • Monthly, quarterly, and annual aggregated data will be preserved for up to 11 years, supporting long-term trend analysis and reporting.
  • After these retention windows, data will become inaccessible through the Google Ads interface and APIs, requiring advertisers to export and store any needed data independently.

Implications for Advertisers and API Users

This update affects not only advertisers relying on Google Ads reports but also developers and businesses using the Google Ads APIs. The extended retention timeline offers more clarity and predictability, enabling better data management strategies.

Advertisers should consider adjusting their data export and backup processes to ensure ongoing access to historical performance data beyond the retention limits. Staying informed about these changes will help maintain seamless reporting and analytics workflows.