Google Ads will implement a new data retention policy on November 13th, 2024. This update limits the retention of account data, including performance metrics, billing information, and historical reports, to a maximum of 11 years.
What’s changing?
From November 13th, advertisers using the Google Ads API (GoogleAds.Search or GoogleAds.SearchStream) will only be able to access data from the past 11 years. Data older than this will no longer be retrievable.
For most advertisers, this change won’t affect day-to-day operations. However, if you regularly query data older than 11 years, you may notice differences in your reports.
Recommended actions
If you need historical data older than 11 years, retrieve and store it before November 13th, 2024. Otherwise, no action is required. The update will automatically apply, and API functions will continue as usual.
This change simplifies data management while still allowing for long-term performance tracking.
For more details, read Google’s full announcement here.
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