Google sent an important notice to analytics administrators

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In early April, Google sent an email to Google Analytics administrators with the subject line "Important notice regarding Google Analytics data retention and the General Data Protection Regulation (GDPR) [Please take action]." The email said
, "Due to the new data retention settings recently introduced in Google Analytics, data from May 25, 2018 onwards may be affected. Please check your settings and make any necessary changes." Looking at the details of the email, it appears that the following three points will have a major impact on Analytics administrators.

Analytics administrators can now manage the retention period for user and event data stored on Google's servers.
User data and event data stored on Google's servers will be automatically deleted after the period has expired.
User and event data stored on Google's servers does not affect aggregated reports.


What are user data and event data?

Cookies,
An identifier for the user (e.g. user ID),
Advertising IDs (such as DoubleClick Cookie oman whatsapp data Android Advertising ID, Apple Identifier for Advertisers)
The data
is deleted after a certain retention period, which can be changed by the analytics administrator.

User data and event data are only available when using "User Explorer," which allows detailed analysis of user behavior.
"User Explorer" allows you to see the details of each individual's usage behavior, and although it is anonymous, you can check the first visit date and how many times a specific person visited the site in the past two months. For
example, this can be used on an e-commerce site when you want to "investigate the on-site behavior of users who have made purchases." This function will now be restricted so that analysis can only be done within a certain period of time, rather than indefinitely.


In addition, user data and event data do not affect aggregate reports, such as the total number of sessions, users, and page views, which are the main features used in Google Analytics, so administrators who use this to analyze user behavior should not have any problems.