Overview
The Lookback Period refers to the timeframe during which historical data can be processed and analyzed for creative data, performance insights, and reporting. This period determines how far back the platform can review your data.
The Lookback Period is set up by the client, but can also vary by ad platform.
How Does the Lookback Period Affect My Account?
The Lookback Period defines the maximum timeframe for which historical data can be pulled into the system, and may differ from a channel to another.
- If you connect an ad account, the data we will pull in the platform will depend of two factors:
- The start of the processing date range set by your client.
- The available lookback period by ad platforms API.
For example, if the Lookback Period from the platform is 90 days, only ads from the past 90 days will be available for audit and analysis, even if you client’s date range extends further back.
| Ad Platform | Lookback Period |
| Meta | 1095 Days (3 Years) |
| Google Ads | No Limit* |
| DV360 | 365 Days* |
| Snapchat | 90 Days |
| TikTok | 365 Days |
| X | 90 Days |
| Amazon DSP | 450 Days |
| 90 Days | |
| MyTarget | No Limit |
| Adform | No Limit |
*exception of archived ads, which will not be processed past 6 months
Troubleshooting
Did you encounter a roadblock with your historical data?
- Absent Historical Data: If your newly connected account lacks older posts, check the lookback limitation from the channel.
- Mismatched Timelines: If you notice some accounts display older data than others, remember that lookback data can be channel specific.
Please contact support@creativex.com if you have more questions.