Google is sending me GDPR warnings. What's this about? Is it important?

• I've been getting emails from Google with the subject:

  Important updates on Google Analytics Data Retention and the General Data Protection Regulation (GDPR).

  What do we need to do about this, it's all a bit confusing?

Answer:

SEN just published a comprehensive resource on the GDPR requirements that we highly recommend you read if you do any business with Europeans. We've also just released a May SE Update that specifically covers these changes you're talking about within Google Analytics and the 'Data Retention' setting titled Heads Up! Google Analytics Updates 'Data Retention' Settings for ALL Users in Response to GDPR. Give that a read and let us know if you have any questions.

Specifically, Google is allowing each individual property owner to set their own data retention expiration times. The catch is, if you don't set it, your user-specific data will be automatically deleted on the new default schedule: 26 months after collection.

This does not mean you will lose all data (sessions, page views, etc. will stay intact), but you will lose anything that could be considered user-specific, like demographics and location. If you only service U.S. customers, and do not have a privacy/use policy stating otherwise, we recommend you set it to do not automatically expire.

As developments unfold we'll report them here as well as in the Skype MasterMind. Stay tuned.

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