Starting June 1, 2026, Google Ads is changing its data retention policy. Historical campaign data beyond the new retention window will become inaccessible through the standard interface - no warnings, and no recovery after the deadline.
In Poland, where Google holds over 95% of the search market, Google Ads is the primary paid search platform for virtually every digital advertiser. The data retention change affects all Polish advertisers and agencies - and with no alternative search engine to redirect budget to, the impact is direct. Polish accounts must export their historical data before June 1, 2026.
In brief: Google Ads is restricting access to historical data from June 1, 2026. Affected categories include campaign statistics, keyword history, audience data, Auction Insights, conversion history, and Search Terms Reports. Storage alternatives include GA4, BigQuery, Looker Studio, and third-party tools.
What Changes on June 1, 2026
From June 1, 2026, Google Ads introduces restrictions on historical data availability. Data outside the new retention window will no longer be accessible through the standard Google Ads interface or standard API requests.
This is not data deletion - it is access restriction. Google Ads continues operating, new data continues to accumulate. But historical reports for periods outside the new retention window will be unavailable for viewing or export.
What this means for Polish advertisers:
- Year-over-year comparisons through the standard interface will be limited to data within the retention window
- Custom report date ranges extending beyond the window will stop returning data
- Audience segments built on historical data may lose underlying data
- Retrospective campaign analysis through the interface will be restricted
What Data Becomes Inaccessible
Campaign and ad group statistics Historical performance metrics (clicks, impressions, CTR, CPC, ROAS) for periods outside the retention window.
Keyword history Keyword performance data for past periods - bids, Quality Scores, positions, traffic.
Audience data Historical custom audiences, remarketing lists, and audience segment data.
Auction Insights Historical Auction Insights - tracking competitive positioning and impression share over time.
Conversion history Detailed conversion data for past periods - by type, source, campaign - for seasonality modelling and benchmarking.
Search Terms Reports Search Terms Reports for historical periods outside the retention window.
Ad creative performance history Per-variant ad performance data for past periods.
Who Is Most Affected in the Polish Market
Polish agencies managing multiple client accounts Agencies holding years of client account data for benchmarking, reporting, and strategy must export historical data per account before the deadline.
Polish e-commerce advertisers with seasonal campaigns Allegro advertisers, Ceneo-integrated shops, and OLX.pl businesses plan campaigns around seasonal patterns. Historical Google Ads data is a key input for Q4 planning, promotional campaign calibration, and year-over-year budget allocation. After June 1, 2026, that retrospective data will be limited.
Accounts with long campaign histories on Google.pl Advertisers who have been active on Google.pl for several years lose access to data accumulated before the new retention window. This affects trend analysis and long-term competitive benchmarking.
Polish financial and insurance advertisers Financial services, insurance, and real estate - high-CPC categories in Poland - rely on historical Auction Insights and keyword data for bid strategy. That history is at risk without a proactive export.
Checklist: What to Export Before June 1, 2026
Campaign performance:
- [ ] All campaign statistics for the maximum available period (per account)
- [ ] Ad group breakdown with historical metrics
- [ ] Weekly and monthly data slices for 2023-2025
Keyword history:
- [ ] Keyword performance reports for the full available period
- [ ] Bid history, Quality Score trends, position data
- [ ] Negative keyword list history
Audiences:
- [ ] Remarketing list data with audience sizes over time
- [ ] Similar audiences data
Auction Insights:
- [ ] Auction Insights for 2023-2025 - impression share, overlap rate, position above rate
- [ ] Segmented by campaign and time period
Conversions:
- [ ] Detailed conversion reports broken down by type and source
- [ ] Monthly/quarterly conversion volume for seasonality analysis
Search Terms:
- [ ] Search Terms Reports for the full available period
- [ ] Particularly important for Polish-language queries and niche categories
Ad creative:
- [ ] Ad variant performance history by period
- [ ] Ad copy text with performance metrics for archiving
Alternatives for Long-Term Data Storage
Google Analytics 4 (GA4) GA4 stores user data for up to 14 months. For Polish accounts with GA4 integration and auto-tagging enabled, some Google Ads attribution data is already captured in GA4.
BigQuery Export Google Ads data export to BigQuery via Data Locker API or a linked Google Cloud project. The most complete long-term solution: queryable via SQL, no platform-imposed retention limits beyond what you configure.
Looker Studio Automated connection of Google Ads data to Looker Studio, with underlying data stored in Google Sheets or BigQuery - visualisation with a data backup layer.
Google Sheets with Scheduled Exports Manual or script-automated export of key reports on a weekly or monthly basis. Practical for smaller accounts or specific data categories.
Third-party tools
- Supermetrics: pulls Google Ads data into Google Sheets, BigQuery, or other destinations on a schedule
- Funnel.io: multi-channel marketing data aggregation
- Data Locker API: Google-managed export to Google Cloud Storage
FAQ
What is changing in Google Ads on June 1, 2026?
Google Ads is restricting access to historical campaign data beyond the new retention window. Data will be inaccessible through the standard interface and standard API requests. This is not data deletion - it is a platform access restriction.
Which data categories does the new policy affect?
Campaign and ad group statistics, keyword history, audience data, Auction Insights, conversion history, Search Terms Reports, and ad creative performance history.
What should Polish advertisers do before June 1, 2026?
Export historical data across all affected categories. For long-term protection, configure BigQuery Export via Data Locker API or set up Supermetrics with a scheduled export.
Does this affect all accounts on Google.pl?
Yes. The change is global and applies to all Google Ads accounts, including all accounts operating on Google.pl. In Poland's 95%+ Google market, this affects virtually every digital advertiser.
What are the alternatives for long-term data storage?
GA4 (up to 14 months), BigQuery Export via Data Locker API, Looker Studio, Google Sheets with scheduled exports, Supermetrics, Funnel.io.
Conclusion
June 1, 2026 is a fixed deadline for Polish Google Ads advertisers: historical data beyond the new retention window becomes inaccessible. In Poland's 95%+ Google market - where there is no alternative search platform to fall back on - this affects every advertiser relying on historical performance data for planning.
Use the checklist: campaign statistics, keywords, audiences, Auction Insights, conversions, Search Terms. For systematic long-term protection, configure BigQuery Export or Supermetrics before the deadline.
Related: Google Marketing Live 2026: AI Ads and Polish SEO Impact | Google I/O 2026: AI Agents in Search
