Google Ads · Status at source date: Newsletter archive
Google Ads 37-month data retention policy officially confirmed
Google has officially confirmed the new data retention policy via the Google Ads Developer Blog, providing the canonical source URL that was missing when the change was first flagged in Week 18 via advertiser email. Effective 1 June 2026, Google Ads API, Google Ads scripts, Google Analytics Data API, and the BigQuery Data Transfer Service all transition to a 37-month retention window for granular performance statistics (daily, hourly, weekly).
What changed
Higher-level granularities (monthly, quarterly, yearly) remain available for 11 years. The DV360 and CM360 APIs retain their current 24-month window: no change.
The Google Ads API technical detail: queries for granular segments older than 37 months will return DateRangeError.INVALID_DATE, transitioning to DateRangeError.REQUESTED_DATE_GRANULARITY_NOT_SUPPORTED in future API versions. Unsegmented historical queries must align with calendar-month boundaries (1st to last day of the month) to succeed. For BigQuery, advertisers who want to retain granular history beyond 37 months should start backfill runs before 1 June to complete in time. Already-transferred data in BigQuery remains in tables, but manually-triggered transfers for 37-month-old report dates will overwrite the existing data with empty values.
Why it matters for advertisers
For you, this means the export window before 1 June is now a hard cutoff with no flexibility built in. Engineering and measurement teams running any of the affected APIs need to confirm migration plans before the deadline. Particularly urgent for teams running multi-year seasonality modelling or attribution analysis that depends on granular pre-2023 history.
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Google Ads 37-month data retention policy officially confirmed
Google has officially confirmed the new data retention policy via the Google Ads Developer Blog, providing the canonical source URL that was missing when the change was first flagged in Week 18 via advertiser email. Effective 1 June 2026, Google Ads API, Google Ads scripts, Google Analytics Data API, and the BigQuery Data Transfer Service all transition to a 37-month retention window for granular performance statistics (daily, hourly, weekly). Higher-level granularities (monthly, quarterly, yearly) remain available for 11 years. The DV360 and CM360 APIs retain their current 24-month window: no change.
The Google Ads API technical detail: queries for granular segments older than 37 months will return DateRangeError.INVALID_DATE, transitioning to DateRangeError.REQUESTED_DATE_GRANULARITY_NOT_SUPPORTED in future API versions. Unsegmented historical queries must align with calendar-month boundaries (1st to last day of the month) to succeed. For BigQuery, advertisers who want to retain granular history beyond 37 months should start backfill runs before 1 June to complete in time. Already-transferred data in BigQuery remains in tables, but manually-triggered transfers for 37-month-old report dates will overwrite the existing data with empty values.
For you, this means the export window before 1 June is now a hard cutoff with no flexibility built in. Engineering and measurement teams running any of the affected APIs need to confirm migration plans before the deadline. Particularly urgent for teams running multi-year seasonality modelling or attribution analysis that depends on granular pre-2023 history.
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