Data retention in GA4 determines how long information about users and events will remain available. By default, this period is only two months, which can limit your analysis options. In this article, you'll learn how to extend this period to up to 14 months (or 50 months with GA4 360) and what the retention setting does not affect.
On the last day of May, we spent time with the team from the Tereza non-profit organization, focusing on the basics of Google Analytics 4. We concentrated on the practical use of data, especially for the Učíme se venku ("Learning Outdoors") program, which helps teachers bring lessons from the classroom to the outdoors.
At the Reshoper conference, I had the opportunity to give a talk where I summarized new opportunities for e-commerce analytics. In the presentation, I shared my experience and approaches on how to get the most out of Google Analytics 4 — especially when combined with BigQuery and other Google Cloud services.