Google Analytics 4 has updated its scans feature and data retention settings.
When you save a scan with a preset date range (such as the last 28 days), GA4 will now display data from the last 28 days since you opened the scan, not when you originally created it.
Regarding data retention, if a GA4 property becomes large, event-level data retention will automatically be reduced to two months when it exceeds 25 billion (for standard) or 250 billion (for 360) billable events in the last 31 days.
The updates were announced on Google Analytics Help Center.
Why we care Vendors will need to take note of updated scans to ensure accurate reporting, and those with large GA4 properties will need to take steps to avoid data loss.
What is a scan? Insights is a set of advanced tools that go beyond regular reports, allowing you to uncover deeper insights into your customers’ behavior. When you want to explore data in more detail, you can use explorations to:
Make ad hoc queries quickly. Easily configure and switch between techniques. Sort, refactor and explore data. Focus on the most relevant data using filters and segments. Create segments and audiences. Share your scans with other users of the same Google Analytics property. Export scan data for use in other tools.
Adjust the time period of a scan. To change the time period of a scan, follow these steps:
At the top of “Variables,” click the currently selected date range. Select a preset date range (eg “Last 28 days”) or use the calendar to select a custom date range (eg May 1 to May 31). Click “OK”.
Data retention update. In the future, if a standard property becomes large or a 360° property becomes XL (collecting more than 25 billion and 250 billion billable events in the last 31 days, respectively), the data retention settings at the of event will automatically decrease to 2 months. Event-level data older than 2 months will become inaccessible and permanently deleted. This adjustment will only affect a small number of Google Analytics properties.
Warning email. If your property approaches these limits based on weekly event volume, Google will send a warning email to all property managers. Once the limit is reached, another email will be sent to all administrators, informing them that the data retention setting has been lowered.
Between the two emails you receive, you can reduce the number of billable events sent to your Google Analytics 4 property, to ensure compliance with the current limits for your property size and maintain longer retention at the event If the notice is for a free property, upgrading to 360 is an option to access higher limits.
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deep dive. Read Google’s explorations guide or Data retention documentation for more information.
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