Google Ads is set to remove data that is over 11 years old.
Google is updating its Google Ads data retention policy on November 13, 2024, limiting stored data to 11 years or newer. Any data older than 11 years will be deleted from Google's servers. Google advises users to download any historical data they wish to keep before that date.
The update was announced on Thursday, and while it was included in my newsletter on Friday, it’s important to highlight this change separately in case some missed it. Google explained that starting on November 13th, all account data, including performance metrics, billing details, and historical reports, will be retained only for 11 years. When using the Google Ads API, users will only be able to access data within this 11-year range; anything older will not be retrievable.
Google suggests, "If you need data older than 11 years, we recommend retrieving and storing it before November 13th, 2024."
As Anu Adegbola noted on Search Engine Land, most advertisers won’t need to take immediate action, but this change could impact long-term reporting and analysis strategies for some.
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