AdMob reduces historical data retention for publishers.

Google AdMob: A Game Changer for Mobile Publishers

In a surprising move for mobile app publishers, **Google AdMob** has announced significant changes to its **historical data retention policies**, set to take effect in **September 2025**. This shift drastically limits publishers’ access to crucial performance analytics, contrasting sharply with Google’s long-standing **11-year retention policy for Google Ads**.

The Announcement

The revelation came via an email sent to publishers on **June 23, 2025**. According to the notification, “Starting September 2025, AdMob will begin reducing retention of historical data in Activity and User Activity reports.” This change imposes **strict time limits** on two essential reporting categories that mobile app publishers rely on for optimizing performance and monetization strategies.

Data Retention Changes Overview

• Ads Activity Report: Retention Limited to **7 years** (down from unlimited).
• User Activity Report: Retention Reduced to just **90 days**, a drastic departure for publishers previously accustomed to long-term insights.

Data exceeding these limits will be removed, mandating publishers to be proactive in exporting historical data before it disappears. The clock is ticking!

Why is This Happening?

Google cites compliance with **new data retention policies** as the catalyst for these changes, a trend that reflects broader industry movements towards defined data lifecycle management and regulatory demands concerning data storage and privacy. This is particularly noteworthy amidst evolving regulatory landscapes such as **GDPR** in Europe.

A Deep Dive into the Changes

Let’s break down the implications of these new data policies. The reduced retention of **Ads Activity reports** to seven years might still cover most analytical needs, yet the **90-day window** for User Activity data imposes significant restrictions. Publishers often rely on these reports to understand user engagement patterns, session durations, and behavioral trends, which are essential for optimizing user experience.

Contrasting Policies: Google Ads vs. AdMob

These changes are a stark contrast to Google Ads’ announcement in **October 2024**, which introduced an **11-year data retention policy**. Advertisers now have access to extensive historical performance data, thereby emphasizing a **disparity** in retention philosophies between Google’s core advertising product and its mobile counterpart.

Action Required

To secure their necessary historical data, publishers must actively download reports via AdMob’s **CSV export feature** or **API** before the September deadline. Instructions are simple: open a report, click the three dots in the top right corner, and select “Download CSV.” Those integrating with third-party analytics platforms will need to recalibrate their processes to align with the new limits.

The Big Picture: Industry-Wide Trends

The data retention shake-up echoes a broader shift within the advertising industry. For example, Google set a **540-day limit** for **Customer Match data retention** across various platforms, showcasing a systematic approach to unifying retention policies within its advertising ecosystem.

As **AdMob** continues to transform its service offerings, including recent enhancements that permit publishers greater control over user engagement settings, this data retention restriction raises questions about the future analytical capabilities of mobile publishers.

Summarizing the Impact

The new data retention policies will affect the ability of publishers to conduct long-term performance analysis. For insights that stretch across years—or even quarters—the limited access could be particularly limiting. As the landscape gets more complex with regulatory pressures and operational challenges from global audiences, mobile publishers must adapt swiftly.

What Should Publishers Do Next?

The **timeline** for this transition grants approximately **two months for data export** before limits come into effect. Publishers must assess their data retention and analysis needs, prioritizing exports for critical historical information to comply with the new guidelines effectively.

This change in Google’s data retention policy not only forces publishers to rethink their strategy but also significantly impacts how they manage **user engagement and growth analytics**. A proactive approach is essential for retaining the insights necessary to navigate the mobile advertising ecosystem’s evolving landscape.

With everything said, AdMob’s revised data retention policies mark a pivotal moment for mobile publishers. Embracing proactive data management strategies will be indispensable for those aiming to thrive in today’s data-driven market.