Ah, the vanishing act of historical data—it’s a common conundrum in GA4, but fear not! There’s a logical explanation for why your explorations are only showing data from the last two months, and it’s tied to GA4’s data retention settings. Let’s unravel this mystery.

1. Check Your Data Retention Settings

GA4 allows you to retain user-level data for either 2 months or 14 months. The default is set to 2 months, which is why you’re only seeing recent data in your exploration reports.

Here’s how to check and adjust it:

• Go to Admin > Data Settings > Data Retention in GA4.

• If your retention is set to 2 months, switch it to 14 months. (You’ll need Admin access to do this.)

Important Note: Adjusting this setting won’t magically restore older data; it only affects data retention moving forward.

2. Use Aggregate Data for Longer Timeframes

While explorations depend on user-level data (subject to retention limits), aggregate data in GA4’s standard reports isn’t affected. To access a broader historical view:

• Use standard reports like Reports > Acquisition > Traffic Acquisition.

• Adjust the date range to go back as far as your GA4 setup allows.

3. Enable BigQuery for Unlimited Retention

For long-term analysis without retention limits, consider exporting your GA4 data to BigQuery. BigQuery lets you store and query data indefinitely:

• Connect your GA4 property to BigQuery under Admin > BigQuery Linking.

• Export your data regularly to ensure nothing gets lost.

Pro Tip:
If you rely on explorations for detailed insights, update your retention settings to 14 months immediately to future-proof your data access.

Molly, the mystery is solved, and now you know how to keep your explorations rich with historical data. With these steps, you’ll never feel like your data’s gone missing again!

All the best,