Which of these features lets you control how long user-level and event-level data is stored by Google Analytics?

Analysis of Correct Answer(s)

The Data retention period is the correct answer because it is the specific setting within Google Analytics that allows you to manage the storage duration for user and event data.

• This setting directly controls how long Google Analytics retains data associated with individual users (identified by cookies, user IDs, or advertising identifiers) before it is automatically deleted.
• In Google Analytics 4 (GA4), you can set this period to 2 months or 14 months. This ensures that user-level data doesn't remain on Analytics servers indefinitely, helping with data privacy compliance.

Analysis of Incorrect Options

• IP address settings: This feature deals with IP anonymization. While it is a crucial privacy control, it modifies the IP address data upon collection and does not affect the storage duration of other user or event data.
• Consent Mode: This feature adjusts the behavior of Google tags based on a user's consent status for cookies and data collection. It determines if and how data is collected, not how long the collected data is stored.
• Disable data collection: This is a mechanism to completely stop the flow of data to Google Analytics from a website or app. It prevents new data from being collected but does not manage the retention period for data that has already been stored.