Those clever chaps at Google are at it again, filling our in-boxes with emails talking about General Data Protection Regulation (GDPR) and their own Google Analytics Data Retention. There’s a whole lot of techno-privacy babble going on, and so it was our job to dig into it.

In this video, Ross Barefoot, one of the certified master SEO trainers at the Search Engine Academy, gives you a quick overview of the European Union’s General Data Protection Regulation’s effect on Google Analytics. We show you how to change the new data retention settings in Google Analytics, but more importantly, urge caution when it comes to panicking at the implementation of the GDPR generally.