Data retention

Decide how long raw traffic is kept. Payments are never deleted automatically.

Under Settings → Data you choose how long to keep:

• Events (pageviews and goals)
• Sessions
• Bot traffic counts

Choices are 30, 90 or 180 days, 1, 2 or 3 years, or forever (the default). Payments and their attribution are never removed by retention.

Cleanup runs once a day in small batches, so it stays inside the free plan's limits; a big first cleanup simply finishes over a few minutes. Clean up now runs it straight away and shows what was removed. The same page shows the database size and approximate row counts.

Erase one website's traffic

Each website's settings have Erase traffic data. It deletes that site's visits and events but keeps the website and its payments.