Automatically remove data from events

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Personalize channel grouping
We already know the option of dividing incoming traffic into custom channels in Google Analytics from Google Universal Analytics. Since 2023, it has also been possible to create your own channels in GA4. For example, you can highlight large partner websites that generate a lot of traffic to your website with their own channel. Otherwise, the traffic would simply be sorted into the standard “Referral” category. The standard channel grouping cannot currently be adjusted; you can only create your own channel groupings.


Under the menu item “Data display” -> “Events”, accidentally sent personal data can be automatically removed from the events. This could be, for example, a search query that was automatically written into an event, or a personal email address that may be unencrypted. This can become a data protection problem in czech republic whatsapp phone number
Google Analytics 4. By activating this option, the relevant event data is automatically removed and marked with “(removed)”. In the case of personal data, you should definitely do this in order to comply with data protection regulations.


Deletion assistant for event and user data
While we're on the subject of deletion, Google has significantly improved the Google Analytics 4 deletion assistant and added a few new categories. New filters can be used to determine very precisely which data should be removed from Google Analytics 4. This can be the case, for example, if personal data was accidentally saved in your events. You can also use the deletion assistant to clear specific user parameters. The data is irretrievably deleted after the assistant has been completed. So be careful and be sure to back up the data in BigQuery beforehand.


limit conversion channels
The Google Analytics and Google Ads systems are growing ever closer together and standardizing their tracking basis. Consequently, you can now specify under “Data display” -> “Attribution settings” that conversions should only be attributed to paid Google channels such as Google Ads. As a rule, however, you should leave this control at the default setting. In this way, conversions are also attributed to free channels such as SEO. Of course, the conversions only appear in Google Ads if Google Ads also played a role in the purchasing process. You can find out more about the differences between Google Ads conversions and Google Analytics conversions in the corresponding blog article .