How Long Does GA4 Keep Your Lead Data?

The short answer

In a standard Google Analytics 4 property, user-level data, including key events such as lead form submissions, is kept for either 2 months or 14 months, depending on your setting (Google Analytics Help). Standard aggregated reports aren't affected. Retention limits only apply to explorations and funnel reports.

Why "GA4 has all my lead history" may not be true

You might think you can open GA4 next year and dig into this year's leads. The retention setting decides how far back your deeper analysis goes. Google's help page says:

• Standard properties can keep user-level and key-event data for 2 months or 14 months.
• Large and XL properties are limited to 2 months.
• Retention only affects explorations and funnel reports. Standard reports with primary and secondary dimensions keep their data.
• Expired data is deleted monthly. If you shorten the period, older data goes in the next monthly cleanup.
• Lengthening it applies to data you've already collected.
• Google Ads data in GA4 is limited to a rolling 36-month window.

If your lead-quality reviews use explorations, such as comparing which sources turned into sales, a 2-month setting can wipe out the history you need.

What to set up

1. Check your setting. Find the data retention setting in your GA4 property's Admin area and choose 14 months if your property allows it.
2. Don't treat GA4 as your lead record. Keep each lead in your CRM with its source, date and outcome.
3. Track the stages that matter. Our guide to tracking lead quality by source with GA4 lead stages explains how to map leads to outcomes.
4. Download platform leads too. Some ad platforms limit how long leads are available. See our post on Google Ads lead form leads expiring after 60 days.

This article is general information. Google can change GA4 settings and limits, so check its current help page.

Bottom line

GA4 keeps user-level and key-event data for 2 or 14 months in standard properties, and only explorations and funnel reports are affected. Set it to 14 months if you can, and keep your real lead history in a CRM.

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