Phil Rothwell has kindly sent a postscript to his really useful guest post published earlier https://www.graphicz.co.uk/blog/gdpr-the-management-perspective-guest-post-by-phil-rothwell/
Here is what he says:
“We have just published the fourth and final white paper on GDPR, entitled Bite 4 – What You Need to Do Now! Perhaps it would have been better named as Ten Steps to GDPR Compliance?
Google Retention Settings
If you have missed the email that Google have sent to you, you will need to review and confirm your data retention settings on Google Analytics before 25th May 2018. If you don’t then any use and event data you have that is older than that date will be marked for permanent deletion and no longer accessible to you and might impact your ability to segment customer data after that date.
You can read about it at https://support.google.com/analytics/answer/7667196?hl=en.
I am opting to retain data for 38 months, because 3 years of history will enable me to compare data four seasonal data points: today, today minus 12 months, today minus 24 months and today minus 36 months. There and again, I am sometimes overly cautious about throwing information away.
Thanks again to Phil for this. Visit Phil’s site EcomEvolve.