Google Ads Implements New 11-Year Data Retention Policy

Google Ads has announced a significant change to its data retention policy, which will take effect on November 13. This new policy will limit access to historical data to a maximum of 11 years, a move that could have substantial implications for advertisers and agencies relying on long-term trend analysis and reporting.

Key Takeaways

• The new policy limits historical data access to 11 years.
• It applies to data accessed via Google Ads API using GoogleAds.Search or GoogleAds.SearchStream.
• Data older than 11 years will not be retrievable after the implementation date.
• Advertisers needing older data should retrieve and store it before November 13.

Overview Of The New Data Retention Policy

The new data retention policy from Google Ads is part of a broader trend in the tech industry towards more stringent data management practices. As concerns over data privacy continue to rise, companies are increasingly recognising the need to establish clear data lifecycles. This policy change reflects that shift, aiming to balance user privacy with the operational needs of advertisers.

Implications For Advertisers

The implications of this policy are significant for advertisers and agencies that rely on historical data for their marketing strategies. Key areas affected include:

1. Performance Metrics: Advertisers will have limited access to performance data beyond 11 years, which could hinder their ability to analyse long-term trends.
2. Billing Information: Historical billing data will also be subject to the new retention limits, potentially complicating financial reporting.
3. Historical Reports: Advertisers who depend on comprehensive historical reports for decision-making will need to adjust their strategies accordingly.

What Advertisers Should Do

With the implementation date approaching, advertisers and agencies should take proactive steps to mitigate the impact of this policy change. Here are some recommended actions:

• Retrieve Historical Data: If you require data older than 11 years, ensure you retrieve and store it before November 13.
• Adjust Reporting Strategies: Consider how this change will affect your reporting and analysis strategies moving forward.
• Stay Informed: Keep abreast of any further updates from Google regarding data policies and best practices.

Conclusion: Google Ads Implements New 11-Year Data Retention Policy

While most users may not need to take immediate action, the new 11-year data retention policy from Google Ads could significantly affect long-term reporting and analysis strategies for some advertisers. As the digital marketing landscape continues to evolve, staying informed and prepared will be crucial for success in navigating these changes.

Sources

• Google Ads announces 11-year data retention policy, Search Engine Land.