Heads up! Google Ads is implementing a new data retention policy starting November 13th, 2024. This policy limits advertisers’ access to historical campaign data to only the past 11 years. This aligns with a growing trend in the tech industry as companies re-evaluate how long they hold onto user information.
While most advertisers likely won’t be affected, this change could impact those who rely on long-term trend analysis for campaign optimization and reporting. Data older than 11 years, including performance metrics, billing information, and historical reports, will no longer be accessible through the Google Ads interface or API (specifically GoogleAds.Search and GoogleAds.SearchStream).
If you require access to historical data beyond the new 11-year limit, take action before November 13th. Google recommends downloading and storing the data you need. This will ensure you can continue to analyze long-term trends and maintain historical reporting for your campaigns.
For most advertisers, this policy change won’t necessitate immediate action. However, it’s important to be aware of the potential impact, especially if your reporting and analysis strategies rely heavily on historical data stretching back further than 11 years.