Google Ads is set to implement a new data retention policy, limiting historical data access to 11 years.
As data privacy concerns continues to grow, tech companies may need to adjust their data retention policies. This move by Google aligns with broader industry trends towards more defined data lifecycles.
Details. The policy goes into effect Nov. 13 and:
- Applies to data accessed via Google Ads API using GoogleAds.Search or GoogleAds.SearchStream.
- Data older than 11 years from the date of the API request will not be returned.
Why we care. This change affects all account data, including performance metrics, billing information and historical reports, potentially impacting long-term trend analysis and reporting for advertisers.
What to watch. Advertisers and agencies with needs for longer historical data should act before the implementation date.
What they’re saying. Google advises users who need data older than 11 years to retrieve and store it before Nov. 13.
Bottom line. Most users won’t need to take any immediate action, but this change could affect long-term reporting and analysis strategies for some advertisers.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
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