Google Analytics 4 (GA4) data retention determines how long user-level data is stored within the platform, impacting reporting and machine learning capabilities. As of early 2026, GA4 offers configurable data retention settings, allowing businesses to balance data granularity with storage costs and privacy obligations.
- Data Retention Options: You can choose between 2 months or 14 months for user-level data. This *doesn’t* affect aggregated data, which is retained for longer.
- Event-Level Data: GA4 retains event-level data for up to 50 months, regardless of the user-level retention setting.
- Reporting & Modelling: Shorter retention periods (2 months) are suitable for businesses prioritising cost and focusing on recent trends, while longer periods (14 months) enhance modelling and reporting accuracy.
In 2026, Australian businesses must be particularly mindful of the Privacy Act 1988 and the Australian Privacy Principles (APPs). While GA4’s retention settings don’t automatically guarantee compliance, they provide the tools to align with reasonable data minimisation practices. Current systems include features to anonymise IP addresses and control data sharing, but it’s crucial to document your chosen retention policy and ensure it’s communicated in your privacy policy. GA4 now features enhanced consent mode integrations to respect user privacy choices.
Navigating these technical requirements and ensuring compliance can be complex. Instead of grappling with GA4’s data retention settings and Australian privacy laws yourself, let our team at ROI.com.au take care of all this for you. Contact us today to discuss optimising your GA4 setup for maximum ROI and peace of mind.
