Google Ads is changing how long advertisers can access historical reporting data, and many businesses may not realise what that means until it's too late.
While the update is unlikely to affect day-to-day campaign management, it could have a significant impact on long-term reporting, performance analysis, and future planning.
Businesses that rely on historical data to track growth, benchmark results, identify trends, or inform marketing decisions should start paying attention now. Once certain reporting data falls outside Google's new retention periods, it may no longer be accessible through the platform.
Thankfully, there are steps businesses can take today to preserve valuable insights before they're lost. Understanding what has changed and reviewing how your organisation stores and manages advertising data can help ensure you're making informed, data-driven decisions well into the future.