data retention

In order to comply with privacy regulations, you can set a data retention period in Google Analytics. By default, data that can identify unique individuals, like Client ID, will be removed after 26 months. The data retention period can be set to 14, 26, 38, or 50 months, and you also have the option of keeping the data by selecting ‘do not expire automatically’. Aggregated data will continue to be available in your reports even after the data retention period.