{"id":2000,"date":"2024-10-25T03:57:00","date_gmt":"2024-10-25T03:57:00","guid":{"rendered":"https:\/\/www.digitalposition.com\/resources\/blog\/?p=2000"},"modified":"2025-01-03T21:28:08","modified_gmt":"2025-01-03T21:28:08","slug":"google-ads-is-deleting-your-data-in-november","status":"publish","type":"post","link":"https:\/\/dev.digitalposition.com\/resources\/blog\/ppc\/google-ads-is-deleting-your-data-in-november\/","title":{"rendered":"Google Ads Is Deleting Your Data In November"},"content":{"rendered":"\n<p>Heads up! Starting <a href=\"https:\/\/www.seroundtable.com\/google-ads-data-rentention-11-years-38237.html\">November 13, 2024<\/a>, Google Ads is updating its data retention policy. From that point on, Google will only keep data that\u2019s 11 years old or newer\u2014anything older gets permanently deleted from their servers. This includes your performance metrics, billing details, and all those historical reports you\u2019ve been hanging onto. If your business leans on older data for things like long-term trend analysis, you\u2019ll need to act before the deadline.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXf1ermalgFQJobZ-C4aPsmHyaY2HesXgD5qr-eQ2TaIjYK040KMPjmbSOG06dfDI9Rvp9keExQpnIOKzs6aC19hr4b8oK8K3mviEGayeDXvXSQcjmJI6FG43r9oCUbvVt7OIf9G9Dl76TglGWDO7C2r9X4?key=cl-JZK-fW4ZubUTg3Qq9qA\" alt=\"\"\/><\/figure>\n\n\n\n<p>Via Google<\/p>\n\n\n\n<p>This change is likely due to the massive amount of data Google collects from advertisers worldwide. Storing over a decade\u2019s worth of data takes up huge amounts of infrastructure. By setting the retention limit at 11 years, Google can optimize its storage systems while still offering plenty of historical data to work with. Plus, it helps them stay aligned with privacy regulations like <a href=\"https:\/\/gdpr-info.eu\/\">GDPR<\/a> and <a href=\"https:\/\/oag.ca.gov\/privacy\/ccpa\">CCPA<\/a>, reducing potential compliance risks without compromising on the data you actually need.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How Does This Affect You?<\/strong><\/h2>\n\n\n\n<ul>\n<li><strong>Older Data Will Disappear<\/strong>: If your business relies on data that\u2019s over 11 years old for things like year-over-year comparisons or strategic planning, that info will be gone after November 13. This could mess with your long-term trend analysis, especially if you operate in a seasonal industry or have longer sales cycles.<\/li>\n\n\n\n<li><strong>No Big Deal for Most<\/strong>: For most advertisers, this update won\u2019t be a huge disruption. The majority of businesses don\u2019t need data older than a decade anyway. But if you\u2019re someone who does, make sure you\u2019re backing up that data before the deadline hits.<\/li>\n\n\n\n<li><strong>It\u2019s Automatic<\/strong>: Google\u2019s handling the update for you, so you don\u2019t need to tweak anything on your end to comply with the new rules. Just make sure to grab any older data you might need, because once it\u2019s gone, it\u2019s gone.<\/li>\n<\/ul>\n\n\n\n<p>Moving forward, it\u2019s smart to set up a <strong>rolling data backup<\/strong> system to ensure you\u2019re regularly downloading and storing any older data you might need before it gets deleted. Since Google will be continuously deleting data once it hits that 11-year mark, this will help you stay ahead of the game and avoid losing any valuable insights for long-term strategy planning.<\/p>\n\n\n\n<p>It\u2019s also worth noting that <a href=\"https:\/\/www.digitalposition.com\/ppc-management-agency\/google-ads\">Google Ads<\/a> from <strong>11 years ago<\/strong> is nothing like what it is today. Back then, the platform had way fewer features\u2014no Smart Bidding, no AI-driven insights, and no dynamic ads. Campaigns were much more basic, with less sophisticated tools for optimization, and not to mention, much less competition. How we run ads today has evolved so much that the data from over a decade ago is likely not applicable to how we run campaigns now. The strategies and consumer behaviors from back then wouldn\u2019t be relevant for today\u2019s ad environment. So unless you\u2019re looking for some deep historical context, losing that older data might not be such a big deal after all.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>What You Need to Do Next<\/strong><\/h3>\n\n\n\n<ul>\n<li><strong>Download Older Data<\/strong>: If you need data from before <strong>November 2013<\/strong>, make sure to manually download it from your Google Ads account before <strong>November 13, 2024<\/strong>.<\/li>\n\n\n\n<li><strong>Reassess Your Data Use<\/strong>: Take a good look at how your business uses Google Ads data. If you\u2019ve been relying on info older than 11 years, now\u2019s the time to rethink your strategy.<\/li>\n\n\n\n<li><strong>Store Your Data Safely<\/strong>: Once you\u2019ve downloaded what you need, make sure to store it securely so it\u2019s easy to access when needed. This way, you\u2019ll still be able to analyze long-term trends and performance metrics even after the data is gone from Google\u2019s servers.<\/li>\n\n\n\n<li><strong>Look Into Long-Term Storage Solutions<\/strong>: If long-term data is important for your business, consider using tools like <strong>Google Analytics<\/strong> or third-party platforms that can help you store and analyze data over extended periods without relying solely on Google\u2019s retention policies.<\/li>\n<\/ul>\n\n\n\n<p>This update puts the focus on managing your data more proactively. If you have any questions or need help setting up your data retention strategy, reach out to us\u2014we\u2019ve got your back to make sure you\u2019re fully prepared!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Heads up! Starting November 13, 2024, Google Ads is updating its data retention policy. From that point on, Google will only keep data that\u2019s 11 years old or newer\u2014anything older gets permanently deleted from their servers. This includes your performance metrics, billing details, and all those historical reports you\u2019ve been hanging onto. If your business&#8230;<\/p>\n","protected":false},"author":30,"featured_media":2001,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"thumbnail_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2024\/10\/Google-Ads-Overhauls-Shopping-Ads-Auction-Ahead-Of-The-Holiday-Season-1-300x200.png","thumbnail_medium_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2024\/10\/Google-Ads-Overhauls-Shopping-Ads-Auction-Ahead-Of-The-Holiday-Season-1-768x512.png","featured_image_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2024\/10\/Google-Ads-Overhauls-Shopping-Ads-Auction-Ahead-Of-The-Holiday-Season-1.png","author_avatar_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2024\/08\/john1.webp","author_name":"John Vickery","category_labels":["PPC"],"tag_labels":[],"_links":{"self":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2000"}],"collection":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/users\/30"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/comments?post=2000"}],"version-history":[{"count":2,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2000\/revisions"}],"predecessor-version":[{"id":2389,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2000\/revisions\/2389"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/media\/2001"}],"wp:attachment":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/media?parent=2000"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/categories?post=2000"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/tags?post=2000"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}