Google Ads · Status at source date: Newsletter archive
Google Ads granular reporting capped at 37 months from 1 June
Google has confirmed via direct email to advertisers a new data retention policy for Google Ads, effective 1 June 2026. Hourly, daily and weekly performance reporting will be available for the most recent 37 months only.
What changed
Higher-level granularities: monthly, quarterly and yearly: remain available for up to 11 years, consistent with current processes. The change applies automatically; no account-level action is required to remain compliant.
The operational implication is narrow but important. Year-on-year and multi-year analysis at hourly, daily, or weekly granularity will be impossible past the 37-month window, including for accounts with long historical baselines used in seasonality modelling, attribution windows beyond three years, or competitive-benchmark studies. Arpan Banerjee has flagged the change ahead of enforcement and notes the practical workaround: if granular history matters, export it before 1 June. This is the second 1 June change advertisers need to plan for, sitting alongside the monthly budget pacing change covered in Week 17.
Why it matters for advertisers
For you, this means anyone running long-horizon analysis off Google Ads native reporting needs to make a single decision before 1 June: export the granular history you want to keep, or accept the 37-month rolling window. Particularly relevant for accounts older than three years, agencies maintaining multi-client benchmarks, and measurement teams running seasonality models against pre-2023 data.
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Google Ads granular reporting capped at 37 months from 1 June
Google has confirmed via direct email to advertisers a new data retention policy for Google Ads, effective 1 June 2026. Hourly, daily and weekly performance reporting will be available for the most recent 37 months only. Higher-level granularities: monthly, quarterly and yearly: remain available for up to 11 years, consistent with current processes. The change applies automatically; no account-level action is required to remain compliant.
The operational implication is narrow but important. Year-on-year and multi-year analysis at hourly, daily, or weekly granularity will be impossible past the 37-month window, including for accounts with long historical baselines used in seasonality modelling, attribution windows beyond three years, or competitive-benchmark studies. Arpan Banerjee has flagged the change ahead of enforcement and notes the practical workaround: if granular history matters, export it before 1 June. This is the second 1 June change advertisers need to plan for, sitting alongside the monthly budget pacing change covered in Week 17.
For you, this means anyone running long-horizon analysis off Google Ads native reporting needs to make a single decision before 1 June: export the granular history you want to keep, or accept the 37-month rolling window. Particularly relevant for accounts older than three years, agencies maintaining multi-client benchmarks, and measurement teams running seasonality models against pre-2023 data.
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