How to change your GA4 Data Retention period to 14 months

The following Google Analytics Help article will guide you through your data retention settings.

For GA4, it’s considered best practice to do the following:

1. change the period from 2 months to 14 months, and
2. ensure the “Reset user data on new activity” toggle is enabled.

Please note, not all your data disappears after your retention period. For example, most of the data for your standard reports remains intact. However, data related to your events and users is at risk of disappearing. This would potentially disrupt your exploration reports, your customized standard reports, and your Looker Studio reports.  If you need to preserve this level of data past 14 months, consider implementing the BigQuery link.