Google Updates Its Data Retention Policy For Analytics, Offers Control

data retention policy google analytics

Google now offers control on the user-level and event-level data stored by its Analytics tool. The new Data Retention Policy for Google Analytics allows webmasters to control the period they want to retain the data stored by Google Analytics.

Being more specific Google says that 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).

It is important to note that all other aggregated data is not affected by this new data retention policy. This policy will be brought into effect from May 25, 2018.

Google Analytics Interface has already been updated with the options to let webmasters plan and make changes beforehand.

analytics data retention settings


More information can be found at the Google’s official help document for Analytics.

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