Google recently announced new data retention controls that allow you to manage how long your user and event data are stored by your Google Analytics account. These new data retention settings will take effect on Friday, May 25th.
Why is this happening?
This change is in response to the General Data Protection Regulation (GDPR) being implemented by the EU. If you are an organization that is directly affected by this regulation, you’ll want to consult with legal support to make sure you are complying with these new regulations moving forward.
So, what does this mean for you?
If you currently have a Google Analytics account and don’t take the necessary steps to save your data, any user and event data that is stored older than your retention setting will be deleted and no longer accessible. This deletion will affect your use of segmentation, some custom reports, and secondary dimensions in your older date ranges. Keep in mind: Reports based on aggregated data will not be affected.
You’ll need to talk to your legal representation to find out how you are affected by this update. The correct settings for this will be on a case by case basis according to the type of business you are and who you do business with.
For more information on this, here are a couple videos describing what steps you should take:
Have any questions or need help making sure your data is safe?
Reach out to Mike! He’d be more than willing to talk you through what you may need to do.