Google is notifying advertisers of an impending change to its data retention practices in the Google Ads platform. Beginning November 13th, the company will limit historical account data access via the Google Ads API to an 11-year window.
The policy revision aims to bring Google’s data handling policies more in line with contemporary privacy standards by defining stricter lifecycles for stored user information. It will affect all data types retrievable through the API, such as performance metrics, billing details and past reports.
While the change will not require immediate action for most users, it could present challenges for some advertisers relying on trend analytics spanning more than 11 years. Long-term reporting and optimization strategies may need adjustment.
Google recommends that any marketers needing historical data from prior to November 2033 retrieve and save relevant records before the policy update goes live. Access to account details from over eleven years ago will not be possible thereafter.
The announcement serves to notify industry stakeholders with specialized reporting needs. While the majority of users are unlikely to be impacted, communications allow time to address requirements for preserving more comprehensive data histories.
As privacy awareness grows, such defined protocols for information management can be expected from leading technology firms. Marketers should review announcement details to evaluate potential effects on individual use cases.
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