Google Ads will introduce a new data retention policy that limits access to historical data to 11 years.
As privacy concerns continue to grow, tech companies may need to adjust their data retention policies. This move by Google is in line with broader industry trends toward more defined data lifecycles.
Details. The policy comes into force on November 13th and:
- Applies to data accessed through the Google Ads API using GoogleAds.Search or GoogleAds.SearchStream.
- Data older than 11 years from the date of the API request will not be returned.
Why it matters to us. This change impacts all account data, including performance metrics, billing information, and historical reports, and may impact long-term trend analysis and reporting for advertisers.
What you should see. Advertisers and agencies requiring longer historical data should act prior to the implementation date.
What they say. Google recommends that users who need data older than 11 years access and store it before November 13th.
Conclusion. Most users won’t need to take immediate action, but this change could impact some advertisers’ long-term reporting and analytics strategies.
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About the author
Anu Adegbola is Search Engine Land’s Paid Media Editor since 2024. It covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
Delivering digital marketing campaigns (primarily but not exclusively paid search) by developing strategies, maximizing ROI, automating repetitive processes and increasing efficiency across all areas of marketing departments through inspiring leadership on both the agency, client and marketing technology sides .
In addition to editing Search Engine Land articles, she is the founder and presenter of the PPC networking event – PPC Live weekly podcast PPCChat Roundup.
She is also an international speaker and has presented on some stages such as SMX (USA), SMX (Munich), Friends of Search (Amsterdam), BrightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
