Save the changes you made

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Once you've finished all the configuration, to apply the changes"keep"Click the button. This will be reflected in GA4 as your data retention policy going forward. If your situation changes and you need to change it again, you can change the settings again by following the same steps.



item Choices explanation
Event data retention period 2 months, 14 months Two months is recommended for short-term analysis, and 14 months is recommended for long-term trend analysis.
How long we retain your data 2 months, 14 months 14 months recommended for deep understanding of individual user behavior
Difference between user data and finland mobile database event data retention period in GA4
In GA4 (Google Analytics 4), you can set the data retention period for two important data types: user data and event data. Here we will explain in detail the differences between them and their specific characteristics.

User data is "per user"
User Datais stored based on the behavior and characteristics of each individual user. Specifically, this includes website and app activity history, demographic information, and device information. This data is assigned an identifier to identify each individual user and is automatically deleted if there is no new activity within the set retention period. For example, if a user is inactive for three months, the user's data will expire and be deleted after a certain period of time.

Event data is "event-by-event"
on the other hand,Event datarecords in detail how often a particular action or event occurred, such as how often a particular page was visited or how many times a button was clicked. With GA4's standard plan, this event data can be retained for up to 14 months. This setting allows for long-term analysis of marketing campaigns and user engagement.