Data Retention In Google Analytics?

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Hello warrior members,

I would like to be more enlighten with the new function of the Google Analytics Data Retention. For i only understands that the number of months that set's up on the data retention function are the only time range in which the data of the user will retain and then will be automatically deleted after the period. Kindly if there are more experienced members here that would like to add some important information regarding on what Data Retention really works on GA.

#analytics #data #google #retention
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  • Profile picture of the author Raheel Ahmed
    Google Said: The Google Analytics Data Retention controls give you the ability to set the amount of time before user-level and event-level data stored by Google Analytics is automatically deleted from Analytics' servers.

    User and event data retention
    The retention period applies to user-level and event-level data associated with cookies, user-identifiers (e.g., User-ID) and advertising identifiers (e.g., DoubleClick cookies, Android's Advertising ID, Apple's Identifier for Advertisers).
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  • Profile picture of the author dilipcybex
    It is just how long Google keeps things about you on their servers. It is something that has come along the lines of GDPR. Sadly, US has no laws yet which mimics GDPR. Google, along with a lot of other US giants are still adhering to those changes.
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    • Profile picture of the author KylieSweet
      Originally Posted by dilipcybex View Post

      It is just how long Google keeps things about you on their servers.
      So its up to me if i want to retain those data on the specified months range and to be deleted on the Google server when it reach the period. However if i set the Data Retention like this:

      User and event data retention = Do not automatically expire
      Reset on new activity = OFF

      So the settings, there will be no deletion on my data in GA?
      It shows that G is responding on EUs GDPR requirement or its Google's way to reduce the data in their servers to accommodate more in the future.
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  • Profile picture of the author Rajat Tyagi
    It means that specific data will be deleted, yet no all data. You can set when data is deleted. This depends on your legal context and questions of data integrity. The retention period is aimed at specific data, to be more precise, at identifiable data. After the specified period, the specifically mentioned data will be deleted.

    To my understanding, the new policy (just as the upcoming clean up tool) is a reaction the the EU's introduction of GDPR on May 25th (at which date settings in GA will take effect, too). GDPR requires that:

    1. Stored data is consequently consented by the user
    2. Stored data is relevant and updated
    3. Data is only stored, as long as an active use of data can be documented

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  • Profile picture of the author Janvi Arora
    Here is what Google's Product Update on Data Retention says:
    "Today we 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."
    You can choose how long Analytics retains data before automatically deleting it:
    1. 14 months
    2. 26 months
    3. 38 months
    4. 50 months
    5. Do not automatically expire
    You can revert the changes of data retention period within 24 hours since Google takes 24 hours to implement those changes.
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  • Profile picture of the author Steven Henry01
    Data Retention is the new policy, in which we select the time from where we want to store the data on Google Analytics.
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