#43 What is data retention in GA?

Daniel Perry-Reed•1 July 2022•28 min listen

This week Dan and Dara dive into the world of data retention and the somewhat secret setting that is in Google Analytics 4 and Universal Analytics alike. They discuss what it is, how it works, and what to bear in mind when looking to set up GA4, or export historic data from UA when the time comes.

Google documentation on the data retention setting - https://bit.ly/3yvEZok.

Simo Ahava's four custom dimensions for UA to improve data collection and be able to export all raw data - https://bit.ly/3sEwNPI.

In other news, Dan gets musical and Dara goes all dandy!

Follow Measurelab on LinkedIn for all the latest podcast episodes, analytics resources and industry news at https://bit.ly/3Ka513y.

Intro music composed by the amazing Confidential (Spotify https://spoti.fi/3JnEdg6).

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