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What does the Data Retention notification in Google Analytics mean?

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By Shannah de Ruijter

As of May 25, Google Analytics has added a new setting: data retention. In this blog, we explain exactly what this setting means and how to set it up correctly. 

With the data retention setting allows you to set the length of time before user-level and event-level data stored by Google Analytics is deleted from Analytics' servers. This applies to data associated with cookies, user IDs and ad IDs.

How long does Analytics retain the data?

You can set how long Analytics keeps the data before it is automatically deleted. You can choose from periods of:

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

Please note that Google Analytics reports collected by default are not affected. The user and event data managed with this setting is only needed when you use certain advanced features. But also when you apply custom segments to reports or create unusual custom reports, for example. 

Where is this setting?

You will find this setting in the property settings. Then go to Trackinginfo and choose Data Retention. Keep in mind that these settings won't take effect until May 25, 2018 (i.e., when the AVG goes into effect).

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Shannah de Ruijter
Shannah de Ruijter

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