What is Europe’s new data protection rule?

Europe’s new General Data Protection Regulation (GDPR) will be effective from 25 May 2018 onwards.

In order to comply GDPR Google has come with data retention controls under admin => property =>tracking info.

General Data Protection Regulation (GDPR)

General Data Protection Regulation (GDPR)

As per the Google new setting under tracking info (implemented to comply with the General Data Protection Regulation (GDPR)) whatever retention period, we will select Google will delete data older than the selected retention period. Note that these settings will not affect reports based on aggregated data.

Retention period options are:

  • 14 months
  • 26 months
  • 38 months
  • 50 months
  • Do not automatically expire

When data reaches the end of the retention period, it is deleted automatically on a monthly basis.

If you change the retention period, then any affected data is deleted during the next monthly process. For example, if you change from 26 months to 14 months, then any data older than 14 months is deleted during the next monthly process. For example, if you change from 26 months to 14 months, then any data older than 14 months is deleted during the next monthly process.

Whenever you modify the retention period, Analytics waits 24 hours before implementing the change. During this 24-hour period, you can revert your change and your data will be unaffected.

The users who don’t take any action in a mentioned retention period their data will be deleted from the Google Analytics. However, if data retention is set to 14 months but a user initiates a new session every month, then that user’s identifier is refreshed every month and never reaches the 14-month expiry. If the user doesn’t initiate a new session before the retention period expires, then that user’s data is deleted.

Before May 25, we will also introduce a new user deletion tool that allows you to manage the deletion of all data associated with an individual user (e.g. site visitor) from your Google Analytics and/or Analytics 360 properties. This new automated tool will work based on any of the common identifiers sent to Analytics Client ID (i.e. standard Google Analytics first-party cookie), User ID (if enabled), or App Instance ID (if using Google Analytics for Firebase). Details will be available on our Developers site shortly.

You can find Google Official Document here

More about new regulation here

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