What is Data Retention Control?



right now i'm checking my Google Analytics and on the top one message are shown which is given below
"We've recently launched new Data Retention controls that may affect your data starting May 25, 2018. Please contact your Account Administrator to have them review your settings."

I can't understand, even read guideline also but still not sure about Data Retention.


There are changes to European data protection law coming into force on 25th May, and Google is making changes to Analytics to comply with that law. You need to decide whether or not that law will affect your business, and if so, take the necessary steps for compliance.

Who does the GDPR affect?

The GDPR not only applies to organisations located within the EU but it will also apply to organisations located outside of the EU if they offer goods or services to, or monitor the behaviour of, EU data subjects. It applies to all companies processing and holding the personal data of data subjects residing in the European Union, regardless of the company’s location.




Thank you so much @TechnoBear for your reply.
But, tell me how can I decide that law will affect my business or not ?


It affects your business when you do business with businesses in the European Union.


People who created a website/app because they were paid but not responsible for ongoing operations of those sites are not responsible for GDPR. So freelancers and contractors have no obligation to make their past client work adhere to these new laws. It is the responsibility of the business and the business alone to recognize those requirements and act accordingly. As a freelancer or contracter it might me good to identify past clients that the new laws would apply to and communicate the necessary changes. It is not the responsibility of a freelancer or contracter to make a business adhere to those new laws. I'm not a lawyer but if you read the law the responsibility falls on the business not the people who built the solution for the business unless that is another business who is using/sharing data as well. That all aside I don't think you have anything to worry about. As a leading vendor in analytics businesses that use google analytics are going to be held responsible if google breaks GDPR laws. I think that is all that you have to worry about. As one of the leading companies on the internet I don't think you have anything to worry about. Not to mention the new GDPR requirements are so muddy that it would take a huge team of great lawyers to convince someone was violating those laws. They aren't looking for small or medium or large sites they are looking for leaders in industry. Honestly, I would only care about that law if I an advertiser or a large/enterprise level site well known on the stock market. Otherwise I just don't see anyone caring. Those laws are based on screwing giants like facebook, twitter, and instrgaram. Then going after the media/ad giants like google and yahoo. The lawyers for those companies are much smarter then the people making these laws. So I think this whole thing is complete bullshit. To be quite honest people on here who think this is relevant to them are suckers (period). The only thing about this that makes sense is how the government has rights to accessing your hardware and software if they deem necessary due to breaking these abstract/vague laws.


If you want to make sense of this the series of articles following are a good read.


I can't find the document on my home machine but what it basically said was the government had the right to access and audit your systems under any suspiscion of non-compliance with GDPR laws. I think that was for any business that was located in the UK and/or any business outside the UK that was sharing data with a business located in the UK. There is no way they can enforce that based on how many companies there are that associate themselves with businesses outside the uk.


It's not just the UK though, it's the entire European Union


This topic was automatically closed 91 days after the last reply. New replies are no longer allowed.