What Google Analytics Data Retention Settings Means? FAQ

  • Before going to Google Analytics Data Retention Settings, First we need to understand Why Google Analytics brought this settings now?Google Analytics Data Retention Settings
    Google brought this Google Analytics Data Retention Settings to adhere General Data Protection Regulation (GDPR)

     
  • What is General Data Protection Regulation (GDPR)?
    •    The General Data Protection Regulation (GDPR) (EU) is a regulation in EU law on data protection and privacy for all individuals within the European Union
    •    It addresses the export of personal data outside the EU
    •    All the Data Processor / Analytics tool in the world should adhere this regulation 
    •    This Regulation come into effect on 25th May’18 

     
  • What is Google Analytics Data Retention Setting? 
    •    Google Analytics Data Retention Setting gives control on how long you need to retain the User / Event Level Data in Google Analytics
    •    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)
    •    Increasing Data Retention Time Window will result in Data Retention & bigger re-targeting / remarketing User base

     
  • User & Event Data Retention Time Window Explained 

    •    14 months – If we set 14 Months Data Retention Period, Data (User & Event Level Data) Older than 14 Months will be deleted from GA
    •    26 months – If we set 26 Months Data Retention Period, Data (User & Event Level Data) Older than 26 Months will be deleted from GA
    •    38 months – If we set 38 Months Data Retention Period, Data (User & Event Level Data) Older than 38 Months will be deleted from GA 
    •    50 months – If we set 50 Months Data Retention Period, Data (User & Event Level Data) Older than 50 Months will be deleted from GA
    •    Do Not Automatically Expire –  if you choose "do not automatically expire" will remain, as "Do not Automatically Expire" means that when you choose this option in data retention the data will remain till the time the account is not trashed/purge

  • Reset New Activity

    •    Reset New Activity ON – if the Reset New Activity is “ON”, the specified retention period will be reset everytime the User Intimates the new session. For Example: If a user hit our site on 5th Apr’2018 & again revisit on 10th April then the Data Retention Time Interval will be reset to New Session Data Stamp
    •    Reset New Activity OFF – if the Reset New Activity is “OFF”, the specified retention period will be not reset everytime the User Intimates the new session. For Example: If a user hit our site on 5th Apr’2018 & again revisit on 10th April then the Data Retention Time Interval will not be reset to New Session Data Stamp, it will retain the First Data Stamp of 5th Apr’18 

  • Default Data Retention Period

    • GA Free Version  default data retention period is 2 Years
      GA Premium Version default data retention period is 3 years

  • Before Applying the Data Retention Setting, ask below question

    • Did you track User Level Data in Google Analytics Using User ID / Client ID? (Yes or No?)

    • Did you track Personal Identifiable Information (PII) data in Google Analytics? (Yes or No?)

    • If Yes, determaine how long your business need to retain user level & associated event level data 

    • If No, set “Do Not Automatically Expire” with Reset New Activity “ON”  to retain  User & event level data till you delete the property

Image Courtesy: usan.com

 

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