{"id":269986,"date":"2026-05-12T12:19:37","date_gmt":"2026-05-12T12:19:37","guid":{"rendered":"https:\/\/www.bluehost.com\/blog\/?p=269986"},"modified":"2026-05-12T12:20:45","modified_gmt":"2026-05-12T12:20:45","slug":"google-ads-reporting-data-retention-limit","status":"publish","type":"post","link":"https:\/\/www.bluehost.com\/blog\/google-ads-reporting-data-retention-limit\/","title":{"rendered":"Google Ads Data Retention Policy is Changing: What Advertisers Should Save Before June 2026"},"content":{"rendered":"\n

Advertisers who rely on older Google Ads reports may need to review their historical data before a new reporting limit takes effect.<\/p>\n\n\n\n

Starting June 1, 2026, Google Ads will limit access to older granular reporting data. Hourly, daily and weekly reporting data will only be available for 37 months. Monthly, quarterly and annual reporting data will remain available for 11 years, according to Google\u2019s Ads Help documentation<\/a>. After those retention periods expire, the data will no longer be accessible through the Google Ads interface or APIs.<\/p>\n\n\n\n

The change does not remove all historical Google Ads reporting. It mainly limits access to older data at the hourly, daily and weekly level.<\/p>\n\n\n\n

That distinction matters. Advertisers may still be able to view older monthly or annual totals. However, they could lose the detailed daily and weekly data needed to investigate seasonality, budget changes, campaign issues or performance spikes from more than three years ago.<\/p>\n\n\n\n

Google has also listed a shorter window for reach and frequency metrics. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

These metrics will only be available for 3 years and include unique users, average impression frequency per user and frequency distribution metrics such as 1+, 2+, 3+, 4+, 5+ and 10+.<\/p>\n\n\n\n

What data will become harder to access?<\/strong><\/h2>\n\n\n\n

The practical impact depends on how advertisers use historical reports.<\/p>\n\n\n\n

High-level data will remain available for longer. That means advertisers can still review monthly, quarterly and annual performance trends within Google\u2019s 11-year window.<\/p>\n\n\n\n

The bigger change is for granular reporting. If a team wants to review campaign performance by day, week or hour beyond 37 months, that level of detail will no longer be available inside Google Ads<\/a> once the policy takes effect.<\/p>\n\n\n\n

For example, a monthly report may show that conversions dropped in a specific month. A daily report can show whether that drop followed a budget change, a holiday period, a landing page issue, a promotion ending or a short competitive spike.<\/p>\n\n\n\n

That is why the change matters for advertisers who use Google Ads reports for more than basic performance summaries.<\/p>\n\n\n\n

Why the change matters for advertisers<\/strong><\/h2>\n\n\n\n

The new retention window is most likely to affect advertisers, agencies and analysts who depend on long-term performance comparisons.<\/p>\n\n\n\n

Retailers may need daily performance data to compare Black Friday<\/a> or holiday campaigns<\/a> across several years. Franchise and multi-location businesses may need older market-level reports to understand how different regions performed over time. Agencies may need granular historical data for audits, renewals, client reviews or year-over-year planning.<\/p>\n\n\n\n

Under the new policy, those deeper cuts may not be available unless the data has already been exported and stored elsewhere.<\/p>\n\n\n\n

The change could affect:<\/p>\n\n\n\n