Source: https://www.modern.ai/data-retention · Updated 2026-10-30

# How long ad platforms keep your data.

Ad platforms only keep detailed, day-by-day history for a limited time, and in 2026 several windows got shorter. Once data ages out, it's gone: last year's comparison, your oldest cohorts and the attribution behind past decisions go with it.

Updated October 30, 2026 · Modern.ai research

## The windows, platform by platform

How long each platform keeps detailed reporting history, as of October 2026.

| Platform | Detailed history kept | What changed in 2026 |
|---|---|---|
| AppLovin | About 45 days | The shortest window of the major platforms. |
| TikTok Affiliate | About 6 months | Creator and affiliate performance ages out within half a year. |
| TikTok Shop | About 24 months | Two years of shop history. |
| Meta Ads | 37 months | Key breakdowns cut to 13 months in January 2026. |
| Google Ads | 37 months | Detailed reporting cut from 11 years to 37 months in June 2026. Monthly, quarterly and yearly totals still go back 11 years. |

Platforms change these windows, often with little notice. Figures are the detailed, day-by-day history each platform keeps in its own reporting; some keep coarser summaries for longer. Google Ads source: [Google Ads API deprecations and data retention](https://developers.google.com/google-ads/api/docs/deprecations).

## What you lose when history ages out

### Year-over-year comparisons

Without last year's detail, you can't compare this season with the same season before it, campaign by campaign.

### Lifetime cohorts

Customer lifetime value needs the first order. When the acquisition data is gone, your oldest cohorts lose their source.

### Attribution that holds up

The reasoning behind past budget decisions disappears with the data, just when you need it to plan the next one.

### Insurance against a lost account

If an ad account is lost or banned, everything stored only inside it goes too.

## Questions about ad data retention

### How long does Meta keep ad data?

Meta Ads keeps 37 months of detailed reporting history. In January 2026, Meta cut key breakdowns to 13 months, so older data can no longer be split by those dimensions in Meta's own reporting.

### How long does Google Ads keep data?

Since June 2026, Google Ads keeps 37 months of detailed reporting, such as daily and weekly figures, down from 11 years. Monthly, quarterly and yearly totals are still kept for 11 years, so older history survives only as summaries. [Google Ads documentation](https://developers.google.com/google-ads/api/docs/deprecations).

### How long does TikTok keep shop and affiliate data?

TikTok Shop keeps about 24 months of history, and TikTok Affiliate keeps about 6 months, so creator and affiliate performance ages out within half a year.

### How long does AppLovin keep ad data?

AppLovin keeps about 45 days of detailed history, the shortest window of the major ad platforms.

### How can I keep my ad history permanently?

Copy it off the platform before it ages out, into storage you own, and reconcile it with your store data so it stays usable. Modern Computer does this for you: its Company Brain keeps your reconciled ad, store and email history permanently in its data warehouses on Pro plans and above, with 36 months on Starter.