Update Data Retention Settings

Update your data retention settings in Google Analytics 4

It is critical that you set your data retention policy to the longest duration permissible unless there are specific legal constraints preventing you from doing so.

Read our blog post on why.

Follow the instructions below to make this setting change:

  1. Start on the home screen of Google Analytics 4.
  2. Navigate to "Admin."
  3. Proceed to "Data Settings," followed by "Data Retention."
  4. By default, the selected period is two months. Change this to the maximum possible, which is 14 months.
  5. Ensure that this setting is active and then hit "Save."
Data Retention Settings in Google Analytics 4