Clarifying the Analytics Data Retention Settings

I must admit that the new Google Analytics documentation about the GDPR specific Data Retention setting is confusing! The assumption from many clients is that ALL data older than NN months is going to be deleted i.e. a cliff-edge effect where any report older than say 26 months is going to be empty. The setting is important, but its effect is not a dramatic as you might first think…

For the below screenshot, taken from the Admin area of Google Analytics, I have highlighted the 3 key phrases t...