Recently introduced after the update of Mobile-First Indexing by Google, Google Analytics introduces data retention control that can be adjusted by the admins. Google declared that this control gives the user the ability to set the required amount of time before the user-level and event-level data gets automatically deleted by the Analytics’ servers.

About Retention Period

This is applied to user-level and event-level data that is associated with cookies, user-identifiers and advertising identifiers e.g., DoubleClick cookies, Android’s Advertising ID, Apple’s Identifier for Advertisers.

For how long Analytics could retain the data?

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

When the expiration date gets reached, it will be deleted automatically on a monthly basis. If the retention period gets changed then the related data gets deleted in the monthly process. Like if a user changes the retention period from 26 months to 14 months then the data that is older than 14 months gets deleted in the process.

How to reset this retention activity?

The reset could be initiated by turning the option ON whenever the new event gets created by the user. If the session gets created after the expiration of retention period, then the user’s data gets deleted. If you do not want to activate retention period for a user identifier reset, then turn it off.

But before turning it on, you need to have Edit permission for the property.

  • Sign in to Google Analytics
  • Click Admin and move to the property that needs to be edited.
  • Under Property, click Tracking Info under Data Retention
  • Select the retention period
  • Reset the new activity. Turn it on or off.
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