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Which of these features lets you control how long user-level and event-level data is stored by Google Analytics?

  • Disable data collection
  • Consent Mode
  • IP address settings
  • 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.

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