Google Analytics 4 (GA4) Data Retention

By default Google Analytics 4 (GA4) retains the data for 2 months.  As a result, you will only be able to go look at the past 2 months of data in Exploration.

However you can change that to 14 months, this gives you the ability to do a year over year comparison.


How to change the Data Retention time frame in GA4?

  1. Sign in to your Google Analytics 4 account
  2. Go to Admin panel
  3. Pick the Analytics property that you want to change the setting for.
  4. Under property, click Data Settings > Data Retention.
  5. Event data retention: select the retention period you want.
  6. Click Reset user data on new activity and turn it on.
  7. Click Save.

Want more than 14 months of data?

Contact us and we discuss how to do that.


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