Data Deletion Requests
This guide explains how to generate and manage data deletion requests in Google Analytics 4 (GA4), including requirements, available deletion options, timelines, and the impact on other GA4 features.
Overview and Requirements
To remove data linked to user IDs or pseudonymous IDs, use User Explorer. You must have the Editor role to request data deletion for a Google Analytics property.
You can submit a data deletion request to remove data from the Analytics servers if necessary for any reason. Text gathered by event parameters can be removed by submitting a data deletion request. The event will still be included in the overall metrics in your reports, but the specific text data will be removed and replaced with “data deleted”.
This feature is not compatible with Google Analytics for Firebase properties. To use it, you must first update that property to a Google Analytics 4 property.
How to Generate a Data Deletion Request
Use the steps below to create and configure a data deletion request in GA4.
Step 1: Open the data deletion request tool
In the GA4 property, go to Admin and select Data deletion requests under Data collection and modification.Step 2: Start a new request
The table displays your latest requests. To initiate a new request, click Schedule data deletion request.Step 3: Choose your deletion type
Select one of the following deletion options:Remove all parameters from all events – Removes all manually registered and automatically collected parameters from all collected events.
Erase all manually registered parameters from the chosen events – Removes all registered parameters collected from a list of events you choose in the following step.
Remove specific parameters from all events – Removes selected registered parameters across all collected events, as chosen in the next step.
Erase specific parameters from the chosen events – Removes selected registered parameters from a list of events you choose in the next step.
Remove specific user properties – Removes user properties that you select in the next step.
Step 4: Set the date range
Choose the Start and End dates for the deletion period. The deletion process follows your property’s time zone when removing data.Step 5: Select the specific data fields to delete
Choose the specific data field(s) you want to delete (up to 100 items per type, where applicable):Parameters – Choose up to 100 parameters from the parameters list. The list displays a comprehensive set of all historically registered and automatic parameters you have gathered. (Automatic parameters are only displayed if you choose to delete selected parameters from all events in this step.)
User Properties – Choose up to 100 user properties from the user property list. The list displays a comprehensive set of all historically registered user properties you have collected.
Events – Choose up to 100 events from the events list. The list displays the most recent events you have collected and may not encompass a complete history. You can also input any event name and press Enter to include any custom event name in the list. You can add up to 100 events to any single request.
Step 6: Specify the value to delete (optional text filter)
Enter a value if you want to narrow the deletion to parameter values that include specific text. Type a value into the text field:Analytics will delete dimension values for the designated events/parameters/user dimensions that contain the value you specify.
The match uses a “contains” operator and is case-insensitive.
You cannot designate a reserved value such as "(not set)"; Analytics does not remove reserved values.
Step 7: Submit the request
Submit the data deletion request. Users with the Editor role receive email notifications about the request. After submission, a preview period begins shortly thereafter.
What Happens After Creating a Request
Preview Period and Grace Period
During the first seven days of the preview period (also referred to as the grace period), users with the Editor role can cancel the request from the request-details page.
Your request is in Preview active / Deletion in progress state from day 8 of the preview period until the deletion request is finalized.
Within the first seven days, you can preview the effects of the deletion in your reports and in Explorations. Throughout the grace period and while the deletion is pending or in progress, your reports and analyses exclude the data specified in the request as if it were already deleted. This exclusion allows you to preview the impact of the deletion and verify that it meets your expectations.
Cancellation Rules
Any request may be canceled within seven days of its creation. To cancel:
Open the request details page.
Cancel the request within the seven-day grace period.
Limits, Timelines, and Finalization
You can maintain up to 12 active requests (either in the grace period or pending deletion) per property at a time.
Depending on the amount of data that needs to be erased, processing a request for data deletion can take 7 to 63 days.
Data older than 12 days cannot be destroyed.
Under the Property column, you can view a list of the most recent requests for each property by navigating to Data Deletion Requests.
Once the request is finalized, the data deletion process cannot be reversed.
Users with the Editor role receive notifications when the data deletion begins and when it concludes.
Deletion Options and Data Types
Analytics supports the removal of both custom parameters registered as custom dimensions and auto-collected parameters. However, Analytics does not delete:
Numeric parameters
Text parameters derived from internal trusted identifiers
Reserved values such as "", "(not set)", and "(data deleted)"
Custom Parameters
Analytics removes custom parameters that were registered as custom dimensions.
If the parameter you want to delete is not visible in the list, it is possible that the parameter was never registered.
You should verify the name and registration of the parameter you intend to delete.
Deleting a custom parameter that derives its value from an auto-collected parameter does not remove the underlying auto-collected parameter.
Before July 2022, Analytics did not support deleting archived parameters. If you archived a custom dimension before July 2022 and need to delete that event parameter, you can choose one of the following:
Delete all parameters across all events
Delete all parameters for a set of events
Effects of Data Deletion on Other GA4 Features
Consent Mode
When using Consent Mode for your property, it is advisable to extend the end date of your data deletion request by seven calendar days. This helps ensure that any targeted values for deletion are effectively removed from behavioral models.
Analytics trains machine-learning models using data from consented users (which may include the data you are attempting to delete) to approximate future user behavior. Consented data might be used to model data for up to seven days beyond the period when the consented data was available in reporting. Therefore, it is recommended that you add an extra seven days to your deletion request.
For example, if the initial end date for your data deletion request is January 1, adjust it to January 8 instead.
Campaign Attribution
Once a deletion is finalized, all historical campaign data becomes unavailable for attribution. Going forward:
Any attribution credit may be assigned to other campaigns if any are available from 1st-party ad clicks or newly collected campaign data after the deletion.
If no such campaigns are available, the traffic will be classified as "Direct".
Subproperties
Any data deletion performed on a source property extends to its subproperties. Conversely, data deletion from a subproperty affects only that specific subproperty.
Learn more about subproperties.
Roll-Up Properties
When you initiate a data deletion request for a source property, the corresponding data is also removed from the roll-up property.
Conversely, when you initiate a data deletion request for a roll-up property, the data is deleted only from the roll-up property.
Learn more about roll-up properties.