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.
For Ukrainian advertisers and agencies, this deadline arrives at a particular moment: Ukrainian digital businesses have been rebuilding and scaling their online presence since 2022, and Google Ads is a primary channel for digital customer acquisition in Ukraine. Historical campaign data - performance benchmarks, seasonality patterns, keyword history - is a core input for media planning. After June 1, 2026, part of that data will be inaccessible through standard channels.
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 and accumulating new data. But historical reports for periods outside the new retention window will be unavailable for viewing or export through standard channels.
What this means for Ukrainian 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 Ukrainian Market
Ukrainian agencies managing multiple client accounts Agencies holding historical client data for performance benchmarking, reporting, and strategy justification must export data per account before the deadline.
Ukrainian e-commerce advertisers (OLX.ua, Rozetka, Prom.ua) Major Ukrainian e-commerce platforms and their advertising partners use historical Google Ads data for campaign planning. Seasonal patterns in Ukrainian e-commerce - tied to national holidays, recovery cycles, and wartime market conditions - are documented in historical Google Ads data. After June 1, 2026, that retrospective data will be restricted.
Accounts that resumed activity after disruption in 2022 Ukrainian advertisers who paused or reduced activity in 2022-2023 and resumed in 2024-2025 have accumulated benchmark data over a shorter window. Losing access to even this compressed historical record limits planning accuracy.
Reconstruction and recovery sector advertisers Ukrainian businesses in construction materials, home services, and logistics - sectors active in reconstruction - use historical performance data for budget allocation and keyword strategy.
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, outranking share
- [ ] 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 Ukrainian-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 Ukrainian accounts with GA4 integration and auto-tagging, 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, with configurable retention beyond the platform default.
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 on a weekly or monthly schedule. Practical for smaller accounts or specific data categories where full BigQuery setup is unnecessary.
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 Ukrainian 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 Supermetrics with a scheduled export to a data warehouse.
Does this affect all accounts on Google.com.ua?
Yes. The change is global and applies to all Google Ads accounts, including those operating on Google.com.ua.
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 Ukrainian Google Ads advertisers: historical data beyond the new retention window becomes inaccessible. For Ukrainian businesses rebuilding their digital infrastructure and marketing capabilities, preserving historical campaign data is a practical operational priority.
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 - and ensure it is running before June 1, not just as a one-time export.
Related: Google Marketing Live 2026: AI Ad Formats and Ukrainian SEO | Google I/O 2026: AI Agents in Search
