On June 1, 2026, Google Ads permanently deleted older historical reporting data under an updated data retention policy. The change affected advertisers across all markets, including those running campaigns on Google.pl and targeting Polish audiences.
This guide explains what was deleted, what Polish market advertisers can still access, and the steps to take now to protect remaining data.
What the June 1 Change Means for Polish Market Google Ads Accounts
The updated retention policy reduced lookback windows for several report categories:
- Search terms report -- data older than 18 months removed. Polish-market accounts lose access to query data from 2024 and earlier.
- Auction insights -- 13-month rolling window now applies. Competitive benchmarks for Google.pl auctions from 2024 are gone.
- Placement data (Display and Video) -- URL-level data limited to 24 months.
- Custom columns -- columns referencing deleted underlying data return errors for historical date ranges.
Google published the change in its help center without sending direct email notifications to affected accounts. Advertisers discovered missing data only when attempting to access historical reports.
Data Specific to Polish Market Campaigns
For advertisers targeting Polish audiences, search term data represents a key loss. Polish-language search queries are highly specific -- user formulations for e-commerce, service, and B2B searches in Polish have distinct patterns that take time to document and categorize for negative keyword management.
With search term data limited to 18 months rolling, detailed query performance from 2024 Polish campaigns is gone. This is particularly relevant for accounts that track seasonal performance patterns across multiple years for the Polish market.
Auction insights data for Google.pl is also now limited to 13 months. Competitive share-of-voice comparisons for Polish-language keywords that extend to 2024 are no longer accessible.
What Is Still Accessible
Campaign, ad group, keyword, and ad-level performance metrics remain fully accessible with no change to their retention windows. Polish market advertisers retain complete click, impression, conversion, and cost data at the campaign level.
Google Analytics 4 data has separate retention settings and is not affected by the Google Ads reporting change.
Immediate Steps for Polish Market Advertisers
Export search term data for the full available 18-month window. Do this now and store the CSV externally. Data from June 2025 will fall outside the retention window by December 2026.
Set up BigQuery Data Transfer. For any significant Google Ads spend targeting Poland, configure Google Ads data transfer to BigQuery:
- Enable BigQuery Data Transfer API in Google Cloud Console
- Set up transfer for your Google Ads account
- Include search terms, auction insights, and placement reports
- Configure daily transfer to capture new data
Test your dashboards. If you use Looker Studio, Supermetrics, or similar tools connected to your Google Ads account, test with date ranges that fall in the deleted window. Gaps or errors confirm the impact.
The Rolling Window: When the Next Data Falls Off
The current 18-month search term retention means:
- July 2025 data: accessible until January 2027
- August 2025 data: accessible until February 2027
Each month, the data from 18 months ago becomes permanently inaccessible. For year-over-year Polish market comparisons, full 2025 data remains accessible through 2026 -- but export it now to avoid any future policy changes.
Frequently Asked Questions
Did Google notify Polish market advertisers about the June 1 data deletion?
Google published the policy change in its help documentation. There was no direct email notification to affected accounts and no in-platform alert. Most Polish market advertisers discovered the change when finding missing data in their reports.
Does the data deletion affect conversion tracking for Polish campaigns?
No. Conversion tracking data is stored separately under conversion action settings. The June 1 change applies only to reporting data stored within Google Ads' reporting system.
Can agencies recover deleted data for their Polish market clients?
No. The deletion is permanent regardless of account structure. Agencies managing Google Ads accounts for Polish market clients should audit all client accounts for missing data and set up BigQuery transfer for ongoing data preservation.
Are Google Shopping and Performance Max campaign data affected?
Campaign-level metrics for Shopping and Performance Max are not affected. Search term data for Performance Max -- which was already limited in granularity -- falls under the same 18-month retention window.
How do I see which of my Polish-market campaigns are most affected?
In Google Ads, apply a date filter for the period before the 18-month cutoff. Campaigns with high search query volume (e-commerce, service-category keywords in Polish) will show the most data gaps.
