EU GDPR Data Expiration Settings

Do you want to adjust the EU GDPR Data Expiration settings in Google Analytics? This guide will show you how. Read on to learn how to change the GDPR Data Expiration settings in Google Analytics.

MonsterInsights tries to make that compliance as easy as possible for our users. You might be interested in reading our guide on the EU GDPR here.

Please see the bottom of this guide for an important legal disclaimer.

About Data Retention in Google Analytics

You might be seeing an alert at the top of your Google Analytics account that states the following:

Data Processing Amendment Alert Google Analytics

We’ve recently launched new Data Retention controls that may affect your data starting May 25, 2018. To dismiss this message, please visit your property’s Data Retention settings under Admin > Property > Tracking Info and click ‘Save’. Learn more

For more information on Data Retention in Google Analytics, please see this guide. To learn how to a change the DPA settings see below.

How to Change the GDPR Data Expiration Settings in Google Analytics.

To set the options, you need to have Edit permission for the property in Google Analytics.
Step 1: Sign in to Google Analytics at
Step 2: Click Admin.

Select Admin In Google Analytics

Step 3: Navigate to the property you want to edit.

Step 4: In the Property column, click Tracking Info.

Select Tracking Info In Google Analytics

Step 5: In then from the drop-down, select Data Retention.

Select Data Renention In Google Analytics

This section states the following:

User and event data retention
You may change the retention period for data you send that is associated with cookies, user identifiers, or advertising identifiers. These controls do not affect most standard reporting, which is based on aggregated data. Changes to these settings take effect after 24 hours. (Learn more)

Step 6: For User-data retention: select the retention period you want. We recommend Do not automatically expire unless you are required to change this due to regulations or laws applicable to you.

Step 7For Reset on new activity: turn the switch on or off.

What this means is that if the User and event data retention is set for 26 months, but a user return after 10 months, and the Reset on new activity is set to on then the old data will persist for the returning user for another 26 months. If the user doesn’t return before the data expiration, then the data will expire. If the Reset on new activity is off, the data will be deleted on a monthly basis regardless of returning visits, while new data will persist until it expires.

We recommend on unless you are required to change this due to regulations or laws applicable to you.

Be sure to see the rest of our guide: Getting Started with the EU Compliance Addon.

Legal Disclaimer: This addon is designed to automate some of the settings change required to be in compliance with various EU laws however due to the dynamic nature of websites, no plugin can offer 100% legal compliance. Please consult a specialist internet law attorney to determine if you are in compliance with all applicable laws for your jurisdictions and your use cases.

As a website operator, it is solely your responsibility to ensure that you are in compliance with all applicable laws and regulations governing your use of our plugin.

MonsterInsights, its employees/contractors, and other affiliated parties are not lawyers. Any advice given in our support, documentation, website, other mediums or through our services/products should not be considered legal advice and is for informational and/or educational purposes only and are not guaranteed to be correct, complete or up-to-date, and do not constitute creating/entering an Attorney-Client relationship.