- IP address settings
- Disable data collection
- Consent Mode
- Data retention period
The correct answer is: Data retention period
The retention period applies to user-level and event-level data associated with cookies, user-identifiers (e.g., User-ID), and advertising identifiers.
Set the amount of time before user-level and event-level data stored by Google Analytics is automatically deleted from Analytics servers.
Note: the setting does not affect reports that rely on aggregated data.
While the retention period and user-activity reset controls cover event and user-level data stored by Google Analytics, certain user-keyed data (such as age, gender, interests) is by default deleted by Google Analytics after six months of inactivity for a given user for a Universal Analytics property or after two months for a Google Analytics 4 property.
You can choose how long Analytics retains data before automatically deleting it.
The maximum amount of time that Analytics will retain Google-signals data is 26 months, regardless of your settings. By default, Google signed-in data expires after 26 months.
Once implemented, Google’s tags will dynamically adapt based on the consent status of your users, only using measurement tools for the specified purposes when consent’s been given by the user.
Read more here: https://support.google.com/analytics/answer/7667196