Google keeps different types of data for different lengths of time depending on the data type and how it is used; some data is retained for extended periods even if you have not recently used it.
This analysis describes what Google's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
Data retention periods affect how long your behavioral profile persists in Google's systems, which matters both for privacy and for how long historical data can inform ad targeting or be subject to legal process.
Interpretive note: The policy does not specify maximum retention periods for most data categories, making it difficult to assess GDPR storage limitation compliance without reference to Google's supplementary retention documentation.
Certain categories of data may be retained by Google for extended periods even after users stop using a service or delete specific activity records; users cannot always control retention periods for all data types.
How other platforms handle this
to request that your data be transferred to a third party (data portability)
Your organization may allow you to access and export your data in order to back it up or transfer it to a service outside of Google.
Further, you may take legal actions in relation to any potential breach of your rights regarding the processing of your Personal Information, as well as to lodge complaints before the competent data prot...
"We retain the data we collect for different periods of time depending on what it is, how we use it, and how you configure your settings. Some data you can delete whenever you like, some data is deleted automatically, and some data we retain for longer periods of time when necessary.Excerpt from Google's Privacy Policy
REGULATORY LANDSCAPE: Data retention engages GDPR Article 5(1)(e) (storage limitation principle), which requires that personal data be kept no longer than necessary for its stated purpose.
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Data retention periods affect how long your behavioral profile persists in Google's systems, which matters both for privacy and for how long historical data can inform ad targeting or be subject to legal process.
Certain categories of data may be retained by Google for extended periods even after users stop using a service or delete specific activity records; users cannot always control retention periods for all data types.
ConductAtlas has identified this type of provision across 290 platforms. See the full comparison.
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