Google Analytics – Data Retention

As Facebook’s is a quite in the news over Data Privacy there is another news we are getting from Google.

Recently Google started to share changes in Google Analytics data and other updates in preparation for the GDPR (General Data Protection Regulation). So, Google is sending all its Analytics users an e-mail to requires your attention and action even if your users are not based in the European Economic Area.

Goole introduced granular data retention controls that allow you to manage how long your user and event data is held on our servers. Starting May 25, 2018, user and event data will be retained according to these settings; Google Analytics will automatically delete user and event data that is older than the retention period you select. Note that these settings will not affect reports based on aggregated data.

What is Data Retention

The Data Retention will give you controls to set the amount of time before user-level and event-level data stored by Google Analytics.
Before your analytics data gets automatically deleted you can choose how long Analytics retains data.
The periods are:

  • 14 months
  •  26 months
  •  38 months
  • 50 months
  •  Do not automatically expire

When data reaches its retention period, it is deleted automatically on a monthly basis.

If you change the retention period, then any affected data is deleted during the next monthly process. For example, if you change from 26 months to 14 months, then any data older than 14 months is deleted during the next monthly process.

Whenever you modify the retention period, Analytics waits 24 hours before implementing the change. During this 24-hour period, you can revert your change and your data will be unaffected.

How To

  • Sign in to Google Analytics
  • Click Admin, and navigate to the property you want to edit.
  • In the PROPERTY column, click Tracking Info > Data Retention.
  • User-data retention: select the retention period you want.
  • Reset on new activity: turn the switch on or off.

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