It does not mean the data is lost

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However, Google will start applying thresholding (sampling) to your account. Image 2 See that small red icon? That means thresholding has been applied to your account and will limit the amount of data that you can see inside your GA4 account. but it is not visible now. When you see a green checkmark (like the one below), that means you are viewing 100% unsampled data. Image 3 So, what should you do with Google signals? If you’re not running paid search campaigns, then it’s best to turn it off. There’s no point in having it on (unless demographic data is very important), and for most users, you want to see your data immediately without worrying about sampled data.

Data Retention Data Retention affects the retention DB to Data for cookies, user identifiers, and advertising identifiers. The default setting is two months. Free GA4 users can change it to 14 months, while Google Analytics 360 users can change it to even longer. It also affects the data range you can use in your explorations. Data Filters Data Filters are where you can create and activate any filters you want to apply. This section, currently, is all about filtering out internal or developer traffic. While the option to create a filter is present, you can’t actually filter out IP addresses here. To do so, you would need to: Navigate to Data Streams and click on your property.



Click on Configure tag settings and Show more. Click Define internal traffic. Image 4 This can confuse first-time users, as you must go to a completely different section to create the true filter. Channel Groups A new addition to the GA4 wheelhouse, Channel Groups allows you to create custom channel groupings where you can add or update how certain sources are grouped. Google has these settings created for you but also allows you to create your own.