GA4 Ultimate Stack
Set GA4 data retention on every property without losing data
Find the properties still on GA4's 2-month default, raise event and user retention across brands, and know which changes delete data and need typed confirmation.
Three retention settings
The Data retention category holds three settings:
- Event data retention: 2 or 14 months on a standard property. Analytics 360 properties can also keep 26, 38 or 50 months.
- User data retention: 2 or 14 months.
- Reset user data on new activity: on or off. When it's on, each new event from a user restarts that user's retention clock.
A grid of the three retention settings with the values available on standard and Analytics 360 properties.
Find the properties on the default
GA4 sets new properties to 2 months of event data retention. Retention limits how far back explorations can look, so a brand left on the default can't compare this quarter with the same quarter last year in an exploration.
Load the Data retention category for every brand and filter to Only those that differ from most, or compare against a baseline of 14 months. The properties still on the default stand out.
A data retention table filtered to only the properties that differ from most, showing three cells and the most common value for each.
Lengthening is safe; shortening deletes
Raising retention keeps data for longer from now on. It doesn't bring back data GA4 has already deleted.
Shortening retention deletes data older than the new window. The preview marks every shortening change needs confirmation, and it is only sent after you type SHORTEN. Without it, the shortening change isn't sent, and the rest of the batch can still be applied.
A dry-run review with two retention increases ready to apply and one decrease that needs typed confirmation.
Analytics 360 values
26, 38 and 50 months are only offered when the property is on Analytics 360. When you set a value across a mixed batch, a standard property previews as not supported and is left as it is.
Keep a separate baseline for 360 properties, so a standard property isn't marked as differing for a value it can't have.
Two panels: a 360 property where 26 months will change, and a standard property where it is not supported.
Reset on new activity
With reset on, an active user's data is kept for as long as they keep coming back. With it off, data expires by the date it was collected. Neither is wrong, but brands compared side by side should make the same choice. Include it in your baseline.
Questions about data retention
If I raise retention, do I get older data back?
No. A longer window applies from now on. Data GA4 has already deleted is gone.
Why does 26 months say not supported?
The property is a standard property. 26, 38 and 50 months need Analytics 360.
Can I shorten retention without typing SHORTEN?
No. A change that deletes data is never sent without the typed confirmation.
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