Google Ads has published new reporting data retention limits that change how long advertisers can access historical performance data through the interface and APIs. The update provides clarity about which reporting periods will remain in place and what advertisers may need to maintain on their own.
Availability of Google Ads Reporting Data
Google ad reporting data will have new retention limits starting June 1, 2026. Hourly, daily, and weekly reporting data collected over periods shorter than one month will be available for 37 months, while monthly, quarterly, and annual data will be available for 11 years.
After those periods expire, the data will no longer be accessible through the Google Ads interface or APIs.
That distinction is important because the new limits do not apply equally to all reporting data. The shorter access window works on more granular data that marketers often use to assess performance changes over time.
Large Query Data Transfer
There was also a change in the Google Cloud Release Notes:
“As of June 1, 2026, due to changes in Google Ads data retention policies, BigQuery Data Transfer Service connectors for Google Ads, Search Ads 360, and Google Analytics 4 will stop uploading data with dates earlier than 37 months from the current date.”
h/t to @changewatchdev
Feedback on Twitter
There isn’t much discussion on Twitter although I did see a tweet by @jordanfry that created a discussion, with @TalkNerdie2Me responding.
“We have 15 years of franchise data. Use this to manage risk when making changes, compare seasonal trends, test, test, test. This ad platform has been down since covid. Now you’re holding back something important?”
Ethnic Reporting Data Gets 37-Month Window
The 37-month retention period applies to hourly, daily, and weekly reporting data collected for periods shorter than one month.
That data is often used for daily traffic, weekly trend analysis, campaign diagnostics, seasonal comparisons, and performance reviews over multiple years. The new limit makes those use cases more dependent on whether advertisers have stored the data they need.
Monthly totals may indicate that a campaign performed differently from year to year. But daily or weekly data may be needed to understand whether that change comes from a few odd days, seasonal changes, budget rush, promotions, or demand changes.
Monthly and Annual Reporting Data Always Available
Monthly, quarterly, and annual reporting data will remain available for 11 years. That gives advertisers a much longer window for broad historical comparisons than the 37-month limit for shorter reporting periods.
The difference is keeping the transition from being a simple shortcut to all the old reporting data. Marketers will still be able to review long-term performance, but not with the same level of detail.
That means that year-to-month comparisons may still be possible long after the daily or weekly data behind those totals is no longer available.
Access and Short-Term Frequency Metrics
The reach and frequency metrics have a different limit of 3 years.
Google calculates impact metrics including unique users, average impression frequency per user, 7-day and 30-day average impression frequency per user, and frequency distribution metrics such as 1+, 2+, 3+, 4+, 5+, and 10+.
That short window is more relevant to marketers who use Google Ads to analyze audience exposure, product campaigns, and media planning.
Performance advertisers can focus on the 37-month limit for detailed campaign reporting. Brand marketers and media groups may need to focus more on a shorter 3-year window to obtain reach and frequency data.
API Access Will Also Be Restricted
Storage restrictions also apply to API access.
Google says that data that exceeds the active retention window will no longer be available through Google’s advertising interface or APIs. That includes dashboards, reporting pipelines, data warehouses, agency reports, and other systems that pull historical data from Google Ads.
This is where change becomes a performance issue. A reporting workflow that only retrieves older data when a report is created may fail if that data has aged outside of Google’s system.
Advertisers using automated reporting should check that their systems store historical data independently or only query Google ads when the data is required.
Advertisers May Need Their Own Data Archive
Google’s AI-connected support tool points to several options for managing data before the end of retention periods.
Advertisers can download reports from the Google Ads interface, use the Google Ads API for automation and maintenance, and use Google Analytics tools when accounts are linked.
The bottom line is that Google Ads should not be considered a permanent archive of all levels of historical reporting.
Agencies, internal sales teams, and marketers that need old granular data for testing, forecasting, budgeting, campaign analysis, or seasonal comparisons may need to extract and store that data before it expires.
Historical Data Becomes the Advertiser’s Responsibility
Google Ads will continue to provide historical reporting, but the new restrictions make it less useful as a permanent record of granular campaign data.
The taker
- Hourly, daily, and weekly reporting data will be available for 37 months.
- Monthly, quarterly, and annual reporting data will be available for 11 years.
- Access and frequency metrics will only be available for 3 years.
- Expiring data will not be available through the Google Ads interface or APIs.
- Marketers who need old granular reporting should download and archive it before the retention window closes.
Read an overview of Google’s ad data retention policy.
Featured image by Shutterstock/jijomathaidesigners
