Data deletion and retention controls

If you enable restricted data processing with Google (including following a user opt-out by clicking on a “Do Not Sell My Personal Information” link) then Google will restrict how it uses certain unique identifiers, and other data processed in the provision of services to you, to only undertake certain business purposes, on a forward-looking basis, as set out here.

In addition to restricted data processing, we offer data deletion and retention controls to assist our customers with their compliance. Subject to the terms of our U.S. State Privacy Laws Addenda, our data deletion and retention commitments apply when we act as your service provider with respect to data processed while restricted data processing is enabled, on a backwards-looking basis.

Note: In certain cases, due to our privacy-by-design and data minimization practices, we may not be able to identify specific user data in response to a deletion request. For example, we generally don't have the ability to associate an email address with pseudonymous advertising identifiers. Also, consistent with Google's retention policy, in certain cases we will retain limited data following a deletion request, for example to protect against unauthorized activity and abuse and to enable ads-related billing and payments. Finally, note that, in certain cases, we aggregate data to facilitate solely internal purposes, such as generating aggregate campaign performance reports.

We recommend that you work with your legal advisors to assess how to best meet your compliance obligations.

Products that already operate using restricted data processing

Product Action you can take in response to data deletion requests
Customer Match* We don't retain data files advertisers upload for any longer than necessary to create Customer Match audiences and ensure compliance with our policies. Read How Google uses Customer Match data. Once those processes are complete, we'll promptly delete the data files uploaded in Google Ads or API. For information on how to update or replace an existing Customer Match audience, refer to Update your customer list.
Remarketing with Floodlight tags (in Campaign Manager, Display & Video 360 and Search Ads 360)

Advertisers control which users are added to remarketing lists, and which aren't. In addition customers can adjust the duration users stay on a remarketing list, for example by using the features listed below:

Conversion tracking with Floodlight tags Due to our privacy-by-design and data minimization practices, we aren't able to identify specific Floodlight user data in response to a deletion request. For example, we don't have the ability to associate an email address with pseudonymous Floodlight identifiers. In certain cases we aggregate data to facilitate solely internal purposes, such as generating aggregate campaign performance reports.
Campaign Manager 360 provided lists Advertisers control how long cookies remain on a given audience list. To remove a user from a list, you can add a "1" next to the identifier associated with the cookie that you would like to remove from the list. To learn more, refer to File formatting > File headers > Delete in the Provided lists Help Center article.
Google Ads store sales (uploads) Google deletes the unmatched transaction data uploaded by the advertiser after 30 days and deletes matched data after a 6 month period to allow for reporting and compliance checks. If you would like to delete the data before the 6 month window, please reach out to your account manager, or to the support teams via the help icon within your Google Ads account, for additional information and steps.
Google Analytics

Google Analytics has long provided features and policies to help you safeguard your data. The following features, in particular, may prove useful as you evaluate the impact of U.S. states privacy laws for your company's unique situation and Analytics implementation.

Remarketing: Advertisers control which users are added to remarketing lists and which aren't. If you use Google Analytics, you can ensure that advertising features are disabled for users who have indicated they don't want to receive personalized ads. To disable advertising features for those users, including remarketing and advertising reporting features, refer to Disable advertising features in the Display Features guide.

*Starting July 1, 2023, restricted data processing will not be available in California where the advertiser engages in cross-context behavioral advertising, including Customer Match. For more information, please see this article.

Products that require action to enable restricted data processing

Product Action you can take to comply with data deletion requirements
Remarketing with Google Ads

When you enable restricted data processing, adding users to remarketing lists and related functionality won't be available on a forward-looking basis. Learn how to Disable the collection of personalized advertising data.

For deletion of data previously transferred to Google, prior to enabling restricted data processing, Google isn't a service provider to our customers and doesn't offer user-specific deletion tools. Customers may advise users of Google’s transparency and controls within their Google Account. Customers may set a list duration for each list, after which users will be automatically removed from that list. Note however that reducing and then immediately increasing list duration (for example, from 30 days down to 15 days and then back to 30 days) won't result in user deletion. To re-create a list with a different list duration, the original list should be deleted and a new list created. Find more information on list management here. If you use the Google Analytics tag for Google Ads remarketing, please refer to the Google Analytics section above.
Conversion Tracking with Google Ads Due to our privacy-by-design and data minimization practices, we aren't able to identify specific user conversion data in response to a deletion request. For example, we don't have the ability to associate an email address with pseudonymous conversion identifiers. In certain cases we aggregate data to facilitate solely internal purposes, such as generating aggregate campaign performance reports.

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