On November 13, 2024, Google will introduce an update to its Google Ads data retention policy, significantly impacting how advertisers manage their historical data. Under the new policy, Google will only store data that is 11 years old or newer, meaning any data older than 11 years will be permanently removed from Google’s servers. As a result, advertisers who wish to retain any historical data beyond this limit will need to take immediate action to download it before the cutoff date.

This announcement was made public on Thursday, and while I included it in my newsletter the following Friday morning, I felt it warranted a separate post for those who may have missed the news. It’s crucial for advertisers to be aware of this policy change, as it can have significant implications for their reporting and analysis efforts.

According to Google, starting November 13th, the new data retention policy will apply to all account-related information. This includes performance metrics, billing details, and historical reports. As a result, when querying the Google Ads API using either GoogleAds.Search or GoogleAds.SearchStream, users will only have access to data from the past 11 years. Data prior to that timeframe will no longer be retrievable. This change will streamline Google’s data storage and help enhance user privacy, but it also means that advertisers will need to adapt their strategies accordingly.

Google has emphasized the importance of retrieving historical data before the cutoff date. The company stated, “If you require historical data that goes back more than 11 years, we suggest that you collect and save it before November 13th, 2024.” This advice is particularly relevant for businesses that rely on long-term performance trends to inform their marketing strategies. Advertisers who have accumulated valuable insights from their past campaigns should take the necessary steps to preserve this information.

Anu Adegbola from Search Engine Land noted that “most users won’t need to take any immediate action, but this change could impact long-term reporting and analysis strategies for some advertisers.” This sentiment reflects the broader implications of the policy change, as businesses that rely on historical data for future decision-making may need to rethink their analytics approaches.

Google has also reached out to advertisers via email, providing additional details about the upcoming changes. Kirk Williams, a well-known figure in the PPC community, shared a screenshot of the notification on X, further amplifying the message. As the advertising landscape continues to evolve, staying informed about changes like this is essential for advertisers looking to maximize their ROI.

At SEO Guru NYC, we understand the importance of staying updated with changes in advertising policies. As a leading PPC marketing agency in New York, we can help businesses navigate these changes and optimize their advertising strategies to ensure they make the most out of their campaigns. If you need assistance in managing your Google Ads or wish to discuss how this data retention policy might affect your long-term strategies, don’t hesitate to reach out to us.