Google Analytics introduces Warning System for properties with high event volume

Google Analytics this week announced the introduction of a new warning system to alert owners of large properties that are approaching the event collection limits. This change is designed to help property owners proactively manage their event data and ensure they have access to the information they need.

When a standard property exceeds 25 billion billable events in the last 31 days or a 360 property exceeds 250 billion billable events in the same period, the event-level data retention setting is automatically reduced to two months. This means that event-level data older than two months becomes inaccessible and is permanently deleted.

To help property owners avoid this data loss, Google Analytics will now send an email warning to all property administrators when their property is on pace to reach the event collection limit based on its weekly event volume. This gives property owners time to take action to reduce the number of billable events sent to Google Analytics.

If the property reaches the event collection limit, Google Analytics will send a second email to all property administrators notifying them that the data retention setting has been reduced. At this point, property owners will have two months to retain their older event data.

For properties that are nearing the event collection limit, there are a few options to avoid data loss:

• Reduce the number of billable events sent to Google Analytics. This can be done by optimizing event tracking or filtering out events that are not critical to the analysis.
• Upgrade to Google Analytics 360. 360 properties have higher event collection limits, so businesses will not be at risk of data loss.

By taking these steps, property owners can ensure that they have access to the event data they need to make informed decisions about their business.

The new warning system from Google Analytics is a tool for property owners of large properties. It can help them to avoid data loss and keep their data accessible for analysis.

Subscribe to our free weekly LinkedIn newsletter for a weekend roundup, or upgrade to our real-time updates for just $10/year. Get the latest marketing news and insights delivered straight to your inbox.