Understanding Google Analytics Data Retention Policies and Settings

Google Analytics, a widely used tool for tracking website and app performance, comes with flexible data retention policies. These policies ensure that user and event data is managed according to the user's preferences and regulatory requirements. This article explores the different types of data retained by Google Analytics, the options available for data retention, and the implications for data deletion and account deactivation.

Types of Data Retained in Google Analytics

Google Analytics retains several types of data, each with its own retention policy:

User and Event Data: This includes information about specific actions taken by users on your website or app. This data can be retained for various periods, from 14 months to a maximum of 50 months, depending on your settings. Reporting Data: Aggregated reporting data is retained indefinitely, allowing you to access historical reports as long as your Google Analytics account remains active. Data Deletion: Users can manually delete data, a process that cannot be reversed once the data is removed. Account Deactivation: When an account is deactivated, data deletion policies can vary; typically, it is deleted after about 30 days, but this period can vary.

Data Retention Setting in Google Analytics

By default, Google sets the user and event data to expire in 26 months. However, this can be adjusted to better suit your needs. The Data Retention feature, accessible through the Admin section under Property > Tracking Info > Data Retention, allows users to set their preferred retention period. Options include:

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

It's important to note that increasing the retention period or setting it to 'Do not automatically expire' does not affect the data that has already been collected.

GDPR and Data Retention

With the implementation of GDPR (General Data Protection Regulation), the Data Retention feature is even more critical. GDPR requires businesses to have clear data retention policies and provide users with the option to request the deletion of their personal data. Google Analytics' Data Retention setting supports this by allowing users to manually delete data or manage it through account settings.

Implications of Retention Period Settings

The data retention period can have significant implications for your reporting and analysis. Here's what you need to know:

Impact on User-Level and Event-Level Data: The retention period applies to data associated with cookies, user-identifiers, and advertising identifiers. Standard aggregated reporting is not affected by these settings. User-Level Data for Web Properties: The setting applies to user-level and event-level data for Web properties. You can choose retention periods of 14, 26, 38, or 50 months, or select 'Do not automatically expire.' App Web Properties: User-level data, including conversions, is fixed at up to 14 months for App Web properties. For all other event data, the retention period can be 2 months or 14 months. Age, gender, and interest data always use a 2-month retention period. Data Deletion: If the retention period is reduced, data older than the new period is deleted during the next monthly process.

Practical Steps for Adjusting Data Retention Settings

To adjust your data retention settings in Google Analytics, follow these steps:

Navigate to the Admin section of your Google Analytics property. Select 'Property' from theAdmin column on the left. Click on 'Tracking Info' and then 'Data Retention.' Choose your desired retention period or select 'Do not automatically expire' if you want to retain all your data indefinitely. Save your settings.

Google Analytics will implement the change after a 24-hour waiting period. During this time, you can revert your settings if needed. Remember, adjusting the retention period can affect the availability of your reporting data during the transition period.

Conclusion

Google Analytics provides users with robust data retention options, allowing them to manage their data effectively according to their needs and regulatory requirements. By understanding these policies and adjusting your settings accordingly, you can ensure that your data is managed in a way that supports your business goals and complies with data privacy laws.