Google retains user and event data for a maximum of 26 months. This applies to all data collected by Google Analytics, including Google-signals data. Google-signals data refers to data from users who are signed in to their Google accounts while interacting with websites or apps that have Google Analytics implemented.
It’s important to note that this 26-month retention period is the maximum duration, regardless of any specific settings you may have configured. By default, Google-signed in data is set to expire after 26 months. This means that after 26 months, the data associated with specific users will no longer be available in Google Analytics.
The decision to retain data for 26 months is based on a balance between providing valuable insights for website owners and respecting user privacy. By retaining data for this period, website owners can analyze user behavior, identify trends, and make data-driven decisions to improve their websites or apps. However, after this period, the data is no longer considered useful for analysis and is therefore removed from Google Analytics.
It’s worth mentioning that this retention period applies to all data collected by Google Analytics, not just Google-signals data. This includes data such as pageviews, events, conversions, and other user interactions. Google Analytics provides valuable insights into user behavior, demographics, traffic sources, and more, but it’s important to be aware of the data retention policy.
It’s also worth noting that Google has made efforts to provide users with control over their own data. Users can access their Google Account settings to manage their data, including the option to delete specific activities or data associated with their account. This gives users the ability to control the information they share and the data that Google retains.
In my personal experience, I have found Google Analytics to be a powerful tool for understanding user behavior and optimizing websites. The data it provides has helped me identify areas of improvement, track the effectiveness of marketing campaigns, and make data-driven decisions to enhance user experience. However, it’s important to be mindful of the privacy implications and ensure that data is handled responsibly and in accordance with applicable regulations.
To summarize, Google retains user and event data for a maximum of 26 months, including Google-signals data. This retention period is based on a balance between providing insights for website owners and respecting user privacy. While this is the default setting, users have control over their own data and can manage it through their Google Account settings. Google Analytics provides valuable insights, but it’s important to be aware of the data retention policy and handle data responsibly.