Give your data a sniff. Does it smell off to you?
Your ads history has an expiry date: Google Ads will start deleting sub-monthly reporting data older than 37 months from June 2026.
Hourly, daily, and weekly performance records: Gone. Monthly and annual data survives for 11 years, but reach and frequency metrics get a shorter three-year window.
Why we care: Long term data can be useful for forecasting, benchmarking, or media mix modeling. If you want to keep doing it, you might want to build an automated export pipeline.
And Google’s police works overtime: Google’s new Real-Time Policy Reviews flags ad violations the moment you create them, not after you’ve already hit submit.
The system catches fixable issues like typos and destination errors on the spot. Trickier violations get their own review page with clear next steps.
If you’re running reactive campaigns or tight promotional windows, this means fewer delays. But, compliance needs to be part of your creative process from the start.
Fresh meat only: Google’s new “prospects” targeting mode filters out anyone who’s already searched or engaged with your content across Google and YouTube.
Your budget chases new audiences instead of lapping the same warm ones.
OpenAI grew up and locked in: ChatGPT has switched on cost-per-action buying for select advertisers, which signals its switch into performance marketing.
The infrastructure is already in place with pixel, conversion tracking, and a growing team of ex-Meta and Snap hires building it out.
It’s early, but the setup is serious enough to warrant a test budget if you’ve been watching from the sidelines. You won’t have been the only one watching.
