Google Analytics Data Retention

Google Analytics have a new “Data Retention” setting.

An email I’ve just received from a customer includes a line from their advisor that says

"A couple of you have questioned the data retention period advice. Please be aware that you are allowed to set this however you wish, I was just offering my advice. You must make the final decision. As you make year on year comparisons and work in a seasonal market. You can justify up to 50 months of data retention in my opinion. Just make sure this is clearly stated in your privacy policy. "

and that seems reasonable to me, so I’m going to set the data retention period to 50 months on all Google Analytics accounts I have access to.

Let us know if you want it to be set differently!

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