Google Analytics Account Settings Changes for EU Compliance

Are you wondering what Google Analytics account settings changes you’ll need to make for EU Compliance? At MonsterInsights, we try to make compliance with the EU GDPR as easy as possible for Google Analytics users.

Read on for instructions on setting up your Google Analytics account for EU compliance.

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

Also, see our complete guide: Getting Started with the EU Compliance Addon.

We recommend reviewing several Google Analytics account settings, and ensuring they are set to the appropriate values for your country’s laws and regulations.

To edit your Google Analytics account settings, go to, and then click on the Gear icon on the bottom left of the page.

Google Analytics Data Retention Settings:

To edit, in the Property column click on Tracking Info » Data Retention.

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.

For Reset on new activity: turn the switch on or off. We recommend on unless you are required to change this due to regulations or laws applicable to you.

Important Notes:

  • If you do not change this value from the default, starting on May 25, 2018, you will automatically lose all data (on a continuous rolling basis) data older than 26 months (the default).
  • These settings will not take effect until May 25, 2018, and automatically apply starting on that date.
  • This setting only affects data from non-aggregated reports, like custom segments applied to reports, or custom reports. Standard aggregated Google Analytics data is not affected by this setting.
  • After changing, this setting takes 24 hours to take effect. During those 24 hours, you may rollback this change without it affecting your data. After 24 hours, the change becomes permanent, and any data lost from this application of this setting becomes permanent.

Google Analytics Demographics and Interest Reports:

To edit, in the Property column click on Property Settings then scroll to Advertising Features.

Set Enable Demographics and Interest Reports to off

Then in the left sidebar click on Tracking info » Data Collection

Set Remarketing and Advertising Reporting Features to off

Important Notes:

  • Disabling this feature will make the demographics reports data in MonsterInsights’s reports unable to operate.
  • You can keep this turned on if instead, you have MonsterInsights wait to load until consent is given by a user through our integrations with the  CookieBot plugin or the Cookie Notice plugin.

Opt into The GDPR DPA in Google Analytics

Step 1: Navigate to and click Admin » Account » Account Settings » and click Review the Amendment.

Opt into Google Analytics EU GDPR DPA

Step 2: Next, click Accept. Opt Into Google Analytics EU GDPR Data Processing Amendment

If you do not see the checkbox, either you, someone with access to your account, or Google themselves have already opted you in, OR, Google does not offer the DPA in your jurisdiction.

For help with this, please contact Google directly, as we do not control anything with regards to the GDPR DPA on Google’s side.

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.