Google Analytics Data Retention Settings
I’ve had multiple clients contact due to the email sent by Google. “[Important Reminder] Review your data retention settings before they take effect on May 25, 2018”
Google is asking you to review your settings for how long you want to retain data in your account that has been collected through Google Analytics.
As noted on Google Support for Analytics Help https://support.google.com/analytics/answer/7667196
This DOES NOT apply to standard aggregated Google Analytics reporting.
Standard aggregated Google Analytics reporting means basic tracking code has been installed. It looks similar to this:
<!– Global site tag (gtag.js) – Google Analytics –>
<script async src=”https://www.googletagmanager.com/gtag/js?id=UA-4249273-1″></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag(‘js’, new Date());
gtag(‘config’, ‘UA-xxxxxxx-1’);
</script>
This setting only applies to user and event data that you may be collecting. If you’re not sure if you are using these advanced features, then you’re not. : )
If you are using these features, its very simple to review your data settings and modify it if you want to keep the data longer or shorter than what Google is setting the default to on May 25, 2018.
User -ID tracking is used to connect user sessions across multiple devices and sessions to connect data.
https://support.google.com/analytics/answer/3123662?hl=en
Event tracking allows you to track specific activity on a web page. (Events could be clicks on an ad, download link, play a video…)
https://support.google.com/analytics/answer/1033068
