[GA4] Data-deletion requests

You need Edit permission to make data-deletion requests for a Google Analytics property.

If you need to delete data from the Analytics servers for any reason, then you can use a data-deletion request to issue a request for its removal.

You can have a maximum of 25 active (in grace period / pending deletion) requests per property at any one time.

You can cancel any request within 7 days from the time it was created. Use the request-details page. During the first 7 days, you can also see a preview of the effects of the deletion in your reports and in Analysis.

A list of the most-recent requests is visible for each property under Property column > Data Deletion Requests.

You cannot use this feature with a Google Analytics for Firebase property. To use this feature, you need to first upgrade that property to a Google Analytics 4 property.

 

  1. In Admin, make sure that you have the desired account and property selected.
  2. In the PROPERTY column, click Data Deletion Requests.

    The table lists your most-recent requests.
  3. To make a new request, click Schedule data deletion request.
  4. Select your deletion type:
    • Select Delete all parameters on all events to delete all registered and automatically collected parameters across any/all events.
      Analytics does not delete numeric parameters, text parameters derived from internal trusted identifiers, nor the reserved values "", "(not set)", and "(data deleted)".
    • Select Delete all registered parameters on selected events to delete all registered parameters collected across a list of events you select in the next step.
    • Select Delete selected parameters on all events to delete registered and/or automatically collected parameters that you select in the next step across all collected events.
    • Select Delete selected parameters on selected events to delete registered parameters that you select in the next step across a list of events that you also select in the next step.
    • Select Delete selected user properties to delete user properties that you select in the next step.
       
      Additional parameters that Analytics does not delete
      • age
      • app_instance_id
      • audience
      • browser
      • browser_version
      • city
      • continent_name
      • country
      • gender
      • hour
      • latitude
      • longitude
      • platform
      • platform_version
      • region
      • stream_name
      • sub_continent_region
      • user_property_name
  5. Select the Start and End dates.

    Keep in mind that the deletion process uses your property's time zone when deleting data.
  6. Select the specific data field(s) you want to delete.

    Select up to 100 events from the events list (when applicable). The list shows the most recent events you’ve collected and may not be a complete history. You may also enter any event name and press Enter to add any custom event name to the list. You may add up to 100 events to any single request.

    Select up to 100 parameters from the parameters list (when applicable). The list shows a complete set of all historically registered and automatic parameters you’ve collected. (Automatic parameters are shown only if you select Delete selected parameters on all events in Step 5.)

    Select up to 100 user properties from the user property list (when applicable). The list shows a complete set of all historically registered user properties you’ve collected.
  7. Enter a value to identify which data you want to delete.

    Optionally, select Only delete parameter values that contain the following text.

    Enter a value in the text box. Analytics will only delete dimension values for the specified events/parameters/user dimensions that contain the value you enter here. Analytics treats this as a contains operator, and uses a case-insensitive match when it applies values for deletion.

    You cannot specify a reserved value like “(not set)”: Analytics does not delete reserved values.
  8. Click Submit.

Users with Edit permission (administrators) are notified of the request via email.

There is a preview period that begins shortly after you submit the request. 

The first 7 days of the preview period are also a grace period during which users with Edit permission can cancel the request from the request-details page.

From day 8 of the preview period until the deletion request completes, your request has the status of Preview active / Deletion in progress.

During the grace period and while the deletion is pending or in progress, your reports and analyses omit the data that is identified in the request as though it were already deleted. This omission of data gives you the opportunity to preview the effect of the deletion and confirm that it is what you expect. 

Users with Edit permission are notified again when data deletion begins and again when it finishes.

Parameters available for deletion

Analytics supports the deletion of active registered parameters. If you do not see the parameter you want to delete, it's possible that it is not or has never been registered. Please confirm the name and registration of the parameter you are trying to delete.

If you have never registered the parameter, then there is no stored data for that parameter to delete.

If you have ever unregistered a parameter and subsequently need to perform a deletion of that field, you can do one of the following: delete all parameters for a set of events, or delete all parameters across all events.

How deletions affect attribution

When a deletion is completed, from that point forward all historical campaign information is no longer available for attribution - that information will have been deleted. Attribution credit going forward could go to other campaigns (if any are available from 1st-party ad clicks, or new campaign information collected after the deletion) or it will be considered "Direct".

Deleting data for individual users

To delete data associated with user IDs or anonymous IDs, use Analysis User explorer.

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