Google Ads · Status at source date: Newsletter archive
Google Ads 37-month data retention policy takes effect today!
Google Ads will enforce its 37-month data retention policy starting 1 June 2026, with Arpan Banerjee reiterating the deadline. Hourly, daily, and weekly data will be available for 37 months; monthly, quarterly, and annual data are retained for 11 years.
What changed
After these limits, data is permanently removed from the UI and APIs. Reach and frequency metrics have a shorter three-year window.
The policy applies to the Google Ads API, Google Ads scripts, the Google Analytics Data API, and the BigQuery Data Transfer Service. DV360 and CM360 APIs keep their existing 24-month windows.
Why it matters for advertisers
For you, this means measurement teams running multi-year analysis must complete any backfill of granular pre-2023 history before the enforcement date. Particularly urgent for accounts older than three years and for agencies maintaining multi-client seasonality benchmarks.
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Original newsletter text and archive evidence
Google Ads 37-month data retention policy takes effect today!
Google Ads will enforce its 37-month data retention policy starting 1 June 2026, with Arpan Banerjee reiterating the deadline. Hourly, daily, and weekly data will be available for 37 months; monthly, quarterly, and annual data are retained for 11 years. After these limits, data is permanently removed from the UI and APIs. Reach and frequency metrics have a shorter three-year window.
The policy applies to the Google Ads API, Google Ads scripts, the Google Analytics Data API, and the BigQuery Data Transfer Service. DV360 and CM360 APIs keep their existing 24-month windows.
For you, this means measurement teams running multi-year analysis must complete any backfill of granular pre-2023 history before the enforcement date. Particularly urgent for accounts older than three years and for agencies maintaining multi-client seasonality benchmarks.
Source captured . No explicit first-contributor label was provided for this update.
