Google keeps different types of data for different lengths of time — some is deleted automatically, some you must delete yourself, and some is kept for longer periods for legal or business reasons even after you ask for deletion.
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The provision operationalizes Google's approach to managing data lifecycles across its systems, establishing differential retention periods and outlining the procedural steps Google undertakes following user deletion requests. This framework addresses the administrative requirements for data management at scale across multiple product systems and storage infrastructure.
The updated policy makes several material clarifications about how Google links your activity across websites and apps. It shifts from describing analytics tools in isolation to framing them as part of a broader 'ad and analytics services' ecosystem, and broadens the scope of data linking to explicitly include 'cookies and other technologies'. The policy also clarifies that data sharing occurs even in private browsing modes. Review your Google Account activity controls to understand what data is being collected and linked across services you use.
View change record →The removal of explicit data retention policy details (varying retention periods, automatic deletion, and immediate deletion upon user request) represents less transparency about how long Google retains different types of user data.
View full change record →Your search history, YouTube watch history, and location records are not automatically deleted and may be retained indefinitely unless you manually enable auto-delete or delete them yourself; even after deletion requests, Google states it takes time to fully remove data from all backup and storage systems.
How other platforms handle this
We retain personal information for as long as necessary to provide our Services and fulfill the transactions you have requested, comply with our legal obligations, resolve disputes, enforce our agreements, and for other legitimate and lawful business purposes.
Please note there are situations where Spotify is unable to delete your data, for example when: it's still necessary to process the data for the purpose we collected it for; we have an overriding interest in continuing to process the data, for example where we need the data to protect our services f...
If you follow the instructions here, your account will be deactivated and your data will be queued for deletion. When deactivated, your X account, including your display name, username, and public profile, will no longer be viewable on X.com, X for iOS, and X for Android. For up to 30 days after dea...
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"We keep the data we collect for different amounts of time depending on what it is, your Google Account settings, and your product settings. Some data you can delete whenever you like, some data is deleted automatically, and some data we retain for longer periods when necessary. When you delete data in your Google Account, we immediately start the process of removing it from the product and our systems. First, we aim to immediately remove it from view and the data may no longer be used to personalize your experience. We then begin a process designed to safely and completely delete the data from our storage systems.— Excerpt from YouTube Ads's Google Privacy Policy
REGULATORY FRAMEWORK: This provision engages GDPR Art. 5(1)(e) (storage limitation principle — data kept no longer than necessary), Art. 17 (right to erasure/'right to be forgotten'), and Art. 7(3) (right to withdraw consent). CCPA/CPRA §1798.105 grants consumers the right to request deletion with limited exceptions. The EDPB's guidelines on storage limitation and erasure are directly applicable.
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The provision operationalizes Google's approach to managing data lifecycles across its systems, establishing differential retention periods and outlining the procedural steps Google undertakes following user deletion requests. This framework addresses the administrative requirements for data management at scale across multiple product systems and storage infrastructure.
Your search history, YouTube watch history, and location records are not automatically deleted and may be retained indefinitely unless you manually enable auto-delete or delete them yourself; even after deletion requests, Google states it takes time to fully remove data from all backup and storage systems.
ConductAtlas has identified this type of provision across 7 platforms. See the full comparison.
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