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Google Ads announces 11-year data retention policy

Mars October 12, 2024

Google Ads is preparing to implement a new data retention policy, limiting access to historical data to 11 years.

As data privacy concerns continue to grow, tech companies may need to adjust their data retention policies. This move by Google aligns with broader industry trends toward more defined data lifecycles.

Details. The policy comes into effect on November 13 and:

Applies to data accessed through the Google Ads API using GoogleAds.Search or GoogleAds.SearchStream.
Data older than 11 years from the API request date will not be returned.

Why we care. This change affects all account data, including performance metrics, billing information, and historical reporting, which may impact long-term trend analysis and reporting for advertisers.

What to watch. Advertisers and agencies requiring longer historical data should act before the implementation date.

What they say. Google advises users who need data older than 11 years to retrieve and store it before November 13.

Bottom line. Most users won’t need to take immediate action, but this change could affect some advertisers’ long-term reporting and analytics strategies.

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About the author

Anu Adegbola was Paid Media Editor of Search Engine Land since 2024. It covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career began with

lead digital marketing campaigns (primarily, but not exclusively, paid search) by strategizing, maximizing ROI, automating repetitive processes, and improving the efficiency of every part of marketing departments through leadership inspiring on the agency side as well as on the client and marketing technology side.

Outside of Search Engine Land article editing, she is the founder of the PPC networking event – PPC Live and the host of weekly PPCChat Roundup podcast.

She is also an international speaker with some of the stages she has presented on 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.