GA4 Data Retention Limit Explained
Quick answer
Standard properties keep event-level data 2 or 14 months; set it to 14 months. Only 360 offers longer, up to 50 months.
Most likely fix: Set retention to 14 months
How to fix it
Try these in order — the most common fix is first.
1. Set retention to 14 months
- Click Admin
- In the Property column open Data Settings > Data Retention
- Select 14 months and click Save (Editor role needed)
Did this fix it?2. Export to BigQuery
- Link BigQuery in Admin to keep raw events longer
Did this fix it?3. Consider 360
- 360 properties can retain data up to 50 months
Did this fix it?
Symptoms
Explorations show no data for older dates.
Why it happens
- Default retention is 2 months
- Large property automatically reduced to 2 months
- Date range longer than retention
This guide also covers
- ga4 data retention
- google analytics data retention 14 months
Still not working?
If Google Analytics keeps failing, you're not alone. See every Google Analytics problem users report or the alternatives people switch to.
Done fighting Google Analytics? Our small team builds your own Google Analytics alternative, or any software you need: web, mobile, games, desktop. Price agreed together.
Talk to usThe same problem in other apps
All plan limits, paywalls & watermarks guides →
Plausible Blocked by Ad Blockers (How to Set Up a Proxy) (Plausible Analytics)
Matomo Archiving Slow or Out of Memory on Large Sites (Matomo)
Fathom Analytics Blocked by Ad Blockers (Fathom Analytics)
Simple Analytics Blocked by Ad Blockers (Simple Analytics)
Umami Blocked by Ad Blockers (uBlock Origin, Brave) (Umami)