On June 1, 2026, Google Ads permanently deleted older historical reporting data as part of an updated data retention policy. Advertisers running campaigns targeting Ukrainian audiences and Google.ua search results are affected by the same change as all other markets.
This guide explains what was deleted, what Ukraine market advertisers can still access, and the concrete steps to take now to prevent further data loss.
What Changed on June 1, 2026
The retention policy update reduced lookback windows for several Google Ads report types:
- Search terms report -- data older than 18 months deleted. Ukrainian-language query data from 2024 is now inaccessible.
- Auction insights -- 13-month rolling window. Competitive benchmarks from 2024 for Google.ua auctions are gone.
- Placement data (Display/Video) -- URL-level data limited to 24 months.
- Custom columns -- columns referencing deleted underlying data return errors or blanks for older dates.
The change was published in Google's help center without in-platform alerts to affected accounts. Many advertisers discovered the loss only when checking historical report data after June 1.
Relevance for Ukraine Market Google Ads Campaigns
For advertisers targeting Ukraine-market audiences, the search term data loss is the most operationally significant. Ukrainian-language and Russian-language queries on Google.ua have specific formulations that differ substantially from international markets. Historical query data represents documented evidence of how Ukrainian users search for products and services in your category.
With 18-month retention, detailed search query data from Ukrainian campaigns in 2024 is gone. This affects:
- Negative keyword management: query patterns that were being monitored for exclusion are no longer visible for the deleted period
- Match type auditing: understanding how different match types captured Ukrainian-language queries requires historical search term data
- Seasonal patterns: year-over-year query comparison for Ukrainian market seasonal searches is limited
What Remains Accessible
Core campaign, ad group, keyword, and ad-level metrics (clicks, impressions, conversions, cost) are not affected by the retention change. Ukraine-market conversion data stored through your Google Ads conversion tracking remains accessible.
Google Analytics 4 data is managed through separate retention settings and is not affected.
Action Plan for Ukraine Market Advertisers
Export search terms data immediately. In Google Ads, go to Reports, select the Search Terms predefined report, set the date range to the maximum available (18 months), and export to CSV. Store externally.
Set up BigQuery Data Transfer if your Ukraine market ad spend justifies the infrastructure. This enables permanent data retention beyond Google Ads' in-platform limits.
Test your reporting dashboards with historical date ranges that fall in the deleted window. Any tool connected to Google Ads via API will show missing data for the deleted period.
For ongoing protection: set up a monthly scheduled export or Google Ads script that saves search terms, auction insights, and placement reports automatically.
Frequently Asked Questions
Does the data deletion apply to Google.ua campaign data specifically?
The retention policy applies to all Google Ads accounts globally. There is no Ukraine-specific exemption or extension. Data from campaigns targeting Ukraine is subject to the same 18-month, 13-month, and 24-month limits as all other markets.
My Ukrainian-language search terms data from 2024 is missing. Can Google restore it?
No. Once deleted under the retention policy, the data cannot be restored by Google support. Export the remaining available period now to prevent further loss.
Does this affect Google Ads campaigns running Ukrainian-language ads?
The language of your ads does not affect the retention policy. All campaign types and ad languages are subject to the same data retention windows.
Is bidding data for Ukrainian-market campaigns affected?
Smart Bidding algorithms use real-time conversion signals, not archived reporting data. Active campaign bidding is not affected. Historical reporting and analysis of past bidding performance is limited by the retention window.
What is the best way to preserve Ukrainian search query data going forward?
BigQuery Data Transfer is the most comprehensive solution. For lower-volume accounts, a monthly export of the search terms report covers the most critical data. Document the export schedule and store files in a consistent location.
