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Could someone tell me for how long does Google Analytics store data?

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Google Analytics has options for you to decide when the data should be automatically deleted.

Options are:

  • 14 months
  • 26 months
  • 38 months
  • 50 months
  • Do not actually expire.

But changing the data retention period won't change the retention period of the existing data in Google Analytics.

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Want to know more about Data Analytics Life Cycle check out our YouTube video

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