Configure Data Retention in Google Analytics

To comply with privacy regulation, you should set up a Data Retention period in Google Analytics. The Data Retention period defines how long Google Analytics stores user & event data before it is permanently deleted. This process makes sure that you are not storing unnecessary data that you have no use for anymore.

To configure Data Retention in Google Analytics:

• Open the Google Analytics project and click on Admin in the bottom-left corner

• In the Property section, click on Data Settings -> Data Retention

• Make sure that 14 months is selected in the Event data retention dropdown

You can change the retention to a lower period depending on your needs. When setting to a lower period, make sure to adjust the data retention period in your Privacy Policy for Google Analytics.