Google Ads announced new reporting data retention limits that will take effect on June 1, 2026, restricting how long advertisers can access historical performance data through the Google Ads interface and APIs. Under the new limits, hourly, daily, and weekly reporting data collected for periods shorter than one month will be available for 37 months, monthly, quarterly, and annual data will be available for 11 years, and reach and frequency metrics will only be available for 3 years. After those periods end, the data will no longer be accessible through the Google Ads interface or APIs, affecting dashboards, reporting pipelines, data warehouses, agency reports, and other systems that pull historical data from Google Ads. Advertisers that need older granular reporting for audits, forecasting, budget planning, or seasonal comparisons will need to export and store the data themselves before the retention window closes.
