Google AdMob will considerably scale back historic information retention durations beginning September 2025, limiting publishers’ entry to long-term efficiency analytics in a transfer that contrasts sharply with the corporate’s 11-year retention coverage for Google Adverts.
Google introduced the info retention modifications in an electronic mail despatched to publishers on June 23, 2025. Based on the notification, “Beginning September 2025, AdMob will start lowering retention of historic information in Exercise and Consumer Exercise studies.” The modifications set up strict deadlines for 2 key reporting classes that cellular app publishers depend on for efficiency evaluation and monetization optimization.
The brand new coverage introduces a seven-year retention restrict for information within the Adverts Exercise report, down from beforehand limitless historic entry. Extra dramatically, Consumer Exercise report information shall be restricted to only 90 days, representing a considerable discount for publishers who beforehand had entry to prolonged person conduct patterns. Based on the announcement, “Knowledge older than these limits shall be eliminated to adjust to new information retention insurance policies.”
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Abstract
Who: Google AdMob and cellular app publishers worldwide who use the platform for promoting monetization and efficiency reporting.
What: Google is implementing new information retention limits that can limit Adverts Exercise report information to seven years and Consumer Exercise report information to 90 days, requiring publishers to manually export older historic information.
When: The modifications have been introduced on June 23, 2025, and can take impact in September 2025, giving publishers roughly two months to export historic information they want to protect.
The place: The coverage impacts all AdMob publishers globally, with information retention limits making use of to each CSV downloads and API entry for reporting information.
Why: Google cited compliance with new information retention insurance policies as the explanation for the modifications, reflecting broader trade developments towards outlined information lifecycle administration and regulatory necessities round information storage and privateness.
These restrictions stand in stark distinction to Google’s strategy for its major promoting platform. In October 2024, Google Ads announced an 11-year data retention policy, offering advertisers with over a decade of historic efficiency information for development evaluation and strategic planning. The disparity highlights totally different information retention philosophies between Google’s promoting merchandise, with cellular publishers receiving considerably shorter information entry durations than conventional advertisers.
The technical implementation requires writer motion to protect present historic information. Publishers who want information older than seven years from Adverts Exercise studies should obtain it utilizing AdMob’s CSV export characteristic or the AdMob API earlier than September 2025. Equally, Consumer Exercise report information older than 90 days requires guide export earlier than the retention interval expires.
The announcement offers particular directions for information export. Based on the e-mail, publishers can “export information out of your AdMob studies, open a report, click on the three dots within the high proper nook, then choose ‘Obtain CSV’.” For API customers, Google references documentation for organising and producing studies via the AdMob API to protect historic Adverts Exercise information.
This information retention change happens amid broader trade developments towards outlined information lifecycle administration. In February 2025, Google set a 540-day limit for Customer Match data retention throughout Google Adverts and Show & Video 360 platforms, demonstrating the corporate’s systematic strategy to standardizing retention insurance policies throughout its promoting ecosystem.
The cellular promoting sector has skilled vital coverage modifications all through 2025. Google enhanced AdMob’s ad controls with new high-engagement settings in February, permitting publishers to configure interstitial advertisements with skip instances as much as 12 seconds and rewarded advertisements extending to 60 seconds. These modifications offered publishers with larger management over person engagement whereas the brand new information retention limits scale back their analytical capabilities.
AdMob’s coverage middle additionally underwent enhancements in April 2025, introducing new classification labels for policy, regulatory, and advertiser preference issues. The system now categorizes advert serving issues extra clearly, serving to publishers perceive which points require fast consideration versus those who could have an effect on income with out violating insurance policies.
The info retention modifications have an effect on publishers’ skill to conduct long-term efficiency evaluation. Adverts Exercise studies, which monitor commercial efficiency metrics, income patterns, and optimization developments, will lose information past seven years. This limitation could impression publishers who depend on multi-year comparisons for seasonal evaluation, long-term progress monitoring, or strategic planning initiatives.
Consumer Exercise studies face extra extreme restrictions with the 90-day limitation. These studies present insights into person engagement patterns, session length, and interplay behaviors that publishers use for app optimization and person expertise enhancements. The shortened retention interval eliminates publishers’ skill to research person conduct developments throughout quarters or determine seasonal utilization patterns that reach past three months.
The coverage change displays ongoing regulatory pressures surrounding information retention and privateness compliance. European rules, together with GDPR, have influenced information administration practices throughout digital promoting platforms. Google’s reference to compliance with “new information retention insurance policies” suggests regulatory issues could have influenced these limitations.
For publishers working worldwide purposes, the retention modifications could create operational challenges. Publishers serving world audiences typically require prolonged historic information for market evaluation, seasonal development identification, and regional efficiency comparisons. The seven-year Adverts Exercise restrict should still accommodate most analytical wants, however the 90-day Consumer Exercise restriction considerably constrains behavioral evaluation capabilities.
The announcement timing offers publishers with roughly two months to obtain historic information earlier than the September 2025 implementation. This preparation window permits organizations to evaluate their information preservation wants and implement export procedures for crucial historic info.
Technical implications lengthen to third-party analytics platforms and reporting instruments that combine with AdMob information. Publishers utilizing exterior methods for consolidated reporting or superior analytics may have to switch their information assortment processes to accommodate the brand new retention limits. The change requires publishers to actively handle their historic information reasonably than counting on platform-based storage.
AdMob’s strategy to information retention displays broader trade issues round storage prices, regulatory compliance, and platform upkeep. Whereas the corporate offers particular technical steering for information export, the accountability for long-term information preservation shifts to particular person publishers.
The coverage represents a major departure from conventional assumptions about information availability in digital promoting platforms. Publishers accustomed to limitless historic entry should now implement proactive information administration methods to take care of their analytical capabilities past the brand new retention durations.
For the cellular promoting ecosystem, these modifications could affect how publishers strategy efficiency evaluation and strategic planning. The compressed historic information availability requires extra fast motion on insights and developments reasonably than prolonged analytical durations that beforehand supported long-term optimization methods.
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