Google Analytics lets users to set their own data retention policies, enforcing 25th May

Google Data Retention

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Recently, all the Google Analytics purchasers received a detailed email from the company containing information about GDPR and data retention controls. The customers have been asked to “review these data retention settings and modify as needed” by Google. The GDPR and Google data retention policies will be effective and imposed from 25th May.

Though this is undoubtedly a great initiative by Google to enhance the personalized experience, most of the users are not getting what exactly needs to be done. A Data Retention tab is created under the admin section. To understand the whole concept thoroughly, let’s checkout for Google Analytics in a detailed manner.


Google Analytics is a freemium web analytics service coming from the company itself. As the name suggests this tool can be used to track and report traffic to a website.

Through the Data Retention controls Google is giving you the permission to set the amount of time user-level and event-level data stored by Google Analytics is completely deleted from the servers. In the optimized version, there are several options like 14 months, 26 months, 38 months, 50 months etc. given to choose from and this will determine the time span till which the data will remain unaffected in the server. Whenever the retention period gets over, the data will be deleted automatically. The retention period can be changed, however, according to some pre-listed rules.

To avail all the facilities you need to set the permissions accordingly by signing into Google Analytics.

Source: Google Help

Google Analytics lets users to set their own data retention policies, enforcing 25th May