GA4 Data Retention

GA4 data retention controls how long certain user-level and event-level data stored in Google Analytics is retained before automatic deletion. For standard GA4 properties, user-level and key-event data can generally be retained for two or 14 months; Google Analytics 360 offers some longer event-data options. The setting primarily affects Explorations and funnel reports, not the historical aggregate figures in standard reports. For example, a cleaning business might still see an older traffic trend in a standard report while no longer having the detailed data needed for an Exploration covering that period. Other categories of data can follow separate retention limits, and settings may change. Review the current property configuration and privacy responsibilities before choosing a period. Data retention is not the same as a public privacy policy or a blanket schedule for every exported record.