Google Ads Data Retention Explained

Google Ads is changing how long advertisers can access historical reporting data.

From 1 June 2026, hourly, daily and weekly reporting data will only be be available for 37 months, while monthly, quarterly and annual reporting data will remain available for up to 11 years. Once those retention periods expire, the data will no longer be accessible through the Google Ads platform or API.

While this update won’t affect the performance of your campaigns, it could affect how businesses, agencies and marketing teams analyse long-term results. Historical reporting data is often used to identify trends, compare year-on-year performance and support future budgeting decisions. The update may also impact reporting dashboards, API integrations and businesses that rely heavily on historical data analysis.

For businesses investing in Google Ads management, understanding what this change means is important. Whether you manage campaigns in-house or work with a Google Ads agency, having access to accurate reporting data plays a key role in making informed decisions and measuring long-term success.

In this article, we’ll explain what’s changing, who it affects and what businesses should consider doing before older reporting data becomes unavailable.

• Google Ads now limits hourly, daily and weekly reporting data to 37 months.
• Monthly, quarterly and annual reporting data will remain available for 11 years.
• Reach and frequency metrics will only be available for three years.
• Campaign performance, bidding and targeting are not affected.
• Businesses and agencies that rely on long-term reporting should review how historical data is stored.
• Google Ads management services may need to adapt reporting processes to ensure important data remains accessible.

Google has introduced new retention limits for reporting data within Google Ads.

The update applies to data accessed through both the Google Ads interface and the Google Ads API.

The new retention periods are:

• Hourly reporting data: 37 months
• Daily reporting data: 37 months
• Weekly reporting data: 37 months
• Monthly reporting data: 11 years
• Quarterly reporting data: 11 years
• Annual reporting data: 11 years

Once these limits have been reached, the affected reporting data will no longer be available through Google Ads.

Google has also introduced separate retention limits for reach and frequency metrics. These metrics will only be available for three years before being removed from reporting access.

This includes:

• Unique users
• Average impressions per user
• Average impressions per user (7 days)
• Average impressions per user (30 days)
• Frequency distribution metrics

For advertisers who regularly review audience reach and frequency performance, this is an important change to be aware of.

One of the biggest misconceptions surrounding the announcement is that Google is deleting all historical advertising data.

That isn’t the case.

Monthly, quarterly and annual reporting data will still be available for up to 11 years. The change specifically affects more detailed reporting data, including hourly, daily and weekly reporting.

This granular data is often used during Google Ads management to:

• Identify seasonal trends
• Analyse campaign performance over time
• Review conversion patterns
• Monitor budget pacing
• Compare year-on-year performance
• Support forecasting and planning

For businesses that have advertised consistently for several years, this level of detail can provide valuable insight into how campaigns have evolved and what actions have delivered results.

The update also affects businesses using third-party reporting tools connected to the Google Ads API. If historical data has not been retained elsewhere, it may become inaccessible once Google’s retention limits are reached.

For many advertisers, this update is unlikely to create significant disruption.

Most Google Ads management decisions are based on recent performance, meaning access to more than three years of detailed reporting data will be more than sufficient for day-to-day campaign optimisation.

However, businesses and agencies that rely on long-term analysis may need to review their reporting processes.

This is particularly relevant for:

• Businesses with extensive advertising histories
• Ecommerce brands tracking long-term growth
• Organisations carrying out detailed forecasting
• Companies analysing seasonal performance trends
• Agencies managing long-standing client accounts

Historical reporting often plays an important role in understanding how marketing performance changes over time. It can help identify recurring trends, support budget planning and provide context when reviewing campaign performance.

At AD Marketing, we regularly analyse both short-term and long-term performance across our PPC and SEO campaigns. Historical reporting helps us identify growth trends, understand seasonality and make informed recommendations for our clients.

While this update won’t affect campaign delivery or lead generation, it reinforces the importance of accurate reporting and effective data management. Businesses investing in Google Ads management services should ensure important reporting information is retained where necessary.

The update extends beyond the Google Ads interface itself.

Many businesses and agencies use reporting dashboards, data visualisation tools and custom integrations that pull information directly from the Google Ads API.

Once data falls outside Google’s retention periods, those systems may no longer be able to retrieve it.

This could affect:

• Custom reporting dashboards
• Automated reporting systems
• Forecasting tools
• Historical performance reports
• Business intelligence platforms

For larger businesses, agencies and marketing teams, this may require a review of how reporting data is currently stored and whether additional retention measures are needed.

Businesses relying heavily on long-term analysis may wish to export key reports or store data externally before older records become unavailable.

There is no need to panic, but there are several practical steps businesses can take.

Review Your Reporting Requirements

Consider how much historical reporting data your business genuinely uses.

Many organisations focus on the previous 12 to 24 months of data, while others regularly analyse performance over much longer periods.

Understanding your reporting requirements will help determine whether additional data retention measures are necessary.

Export Important Reports

If older reporting data could be valuable in the future, consider exporting and storing key reports before they become unavailable.

This can help preserve information that may be useful for future analysis, forecasting and budgeting decisions.

Review Reporting Dashboards

If your business relies on custom dashboards or third-party reporting tools, review how historical data is currently being stored.

In some cases, data may already be retained independently. In others, adjustments may be required.

Assess API Integrations

Businesses using custom reporting systems should review how those integrations access and store historical reporting data.

This is particularly important for organisations relying on automated reporting processes.

Speak to Your Google Ads Agency

If you currently work with a Google Ads agency, now is a good time to discuss how reporting data is managed.

Understanding how your agency stores performance data can help ensure valuable reporting information remains accessible in the future.

Successful Google Ads management is about more than generating clicks and conversions.

Accurate reporting helps businesses understand which campaigns are driving results, where budgets are performing best and how marketing performance changes over time.

Without reliable reporting, it becomes much harder to:

• Measure return on investment
• Identify growth opportunities
• Track long-term trends
• Plan future budgets
• Evaluate campaign performance

This is why reporting remains a core part of effective Google Ads management services.

While Google’s new retention policy may not affect campaign performance directly, it serves as a reminder of the importance of maintaining accurate records and having clear reporting processes in place.

Google’s new data retention policy won’t affect how your campaigns perform, but it may affect how businesses access and analyse historical reporting data in the future.

For many advertisers, access to 37 months of detailed reporting data will be more than enough. However, businesses that rely on forecasting, long-term reporting and historical performance analysis should take the opportunity to review how important data is stored before older records become unavailable.

At AD Marketing, we’re a PPC and SEO agency helping businesses improve visibility, generate leads and make informed marketing decisions through accurate tracking, reporting and optimisation. Whether you’re reviewing your reporting processes, looking for a Google Ads agency UK businesses can trust, or considering professional Google Ads management services, our team is here to help.

If you’d like to discuss your PPC strategy, reporting setup or wider digital marketing goals, get in touch with AD Marketing today.