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Digital Phablet has announced a recent update to Google’s data retention policies for its advertising platform. The change specifically impacts the storage duration of certain short-term performance data, such as hourly, daily, and weekly reports.
Effective from Monday, June 1, 2026, Google Ads will delete performance data older than 37 months, which includes hourly, daily, and weekly reporting details. Advertisers are advised to download and save any data they wish to retain before this date.
In contrast, longer-term data — like monthly, quarterly, and yearly performance metrics — will continue to be retained for up to 11 years, with no changes to this existing policy.
The official notice in the Google Ads advertiser portal states:
Google Ads data retention policy update. Starting June 1, 2026, Google Ads will implement a new data retention policy. Hourly, daily, and weekly performance data will be retained for 37 months, while monthly, quarterly, and yearly performance data will remain available for 11 years.
A visual of this notice is available in the form of a screenshot linked below:
The update also includes details pointing to a support page, which explains that reporting data collected over periods shorter than one month will be available for 37 months beyond June 1, 2026. Data from longer intervals such as monthly, quarterly, and annual reports will still be accessible for 11 years, after which it will no longer be available through the Google Ads interface or via APIs.
Additionally, reach and frequency metrics, including unique users and average impressions per user over different timeframes, will be accessible only for three years from the collection date. After this period, this specific data will become inaccessible.
This update has been a topic of discussion on industry forums and social media channels, highlighting the importance for advertisers to plan their data management accordingly.
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