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Google has announced updates to its data retention policy for Google Ads, informing advertisers via email. The key changes will take effect starting June 1, 2026.
Data collected through Google Ads, such as hourly, daily, and weekly reports for shorter periods—less than a month—will now be accessible for up to 37 months. Meanwhile, data aggregated on monthly, quarterly, and annual bases will be retained for 11 years. After these periods, the data will no longer be available through the Google Ads interface or APIs.
The initial communication mentioned the change would begin on May 1, 2026, but the email clarified that the new data availability rules start a month later, on June 1, 2026. The update specifies that performance reporting data at certain granularities will be adjusted in terms of accessibility from that date onward.
A detailed explanation was provided on the Digital Phablet developer blog, describing how this shift will impact Google Ads APIs as well as other Google services. Discussions about these changes are active on various platforms, including X and LinkedIn, highlighting the industry’s focus on understanding and adapting to the new data retention standards.
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