It enables businesses to track the exact

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Analytics 360With GA4's advanced plan, you can retain your event data for up to 50 months. This feature is especially important for businesses that require large-scale data analysis. It can be extremely useful for analyzing the results of long-term marketing strategies and tracking seasonal trends in detail.



Data Type What to hold Standard Retention Period Analytics 360 Retention Period
User Data Per user Up to 14 months Up to 14 months
Event data Event unit Up to 14 months Up to 50 months
Proper management of data retention is fundamental to strengthening your analytical foundation and gaining long-term business insights.

data they need to continually finland mobile database optimize the performance of their websites and apps.

In order to maintain your company's growth and competitiveness, it is important to take the above into consideration and set the data retention period in GA4 correctly.

Data retention period affects only "Discovery Reports"
The data retention settings in GA4 do not affect all reports.Only "Exploration Reports" are affectedThe key point here is that the Exploration Report allows for in-depth data analysis based on custom queries you set.

There is a demand to extract and analyze specific data required for business decision-making, but data retention settings directly impact data availability.

For example, when analyzing past user behavior using the "Exploration Report," if the data retention period is shortened, past data cannot be obtained, making it difficult to obtain accurate trend analysis and multidimensional insights. As a result, there is a risk that results will be inaccurate when measuring the effectiveness of advertising and planning marketing strategies. To minimize risk, it is necessary to select the appropriate data retention period according to your business needs.

The data retention period you choose will directly impact the custom analysis you perform in the "Exploration Reports". A shorter data retention period will limit your ability to gain insights based on past behavioral data, for example, limiting your ability to track seasonal changes in consumer behavior or compare the behavior of new and returning customers.