Google Analytics has some Important changes in May
Beginning May 25th, the length of time that Google holds data will change.
Data retention will be affected and we are being advised to review our settings. If you haven't done so already, you can do so in your Google Analytics Back Office.
The data that is older than your defaulted settings of 14 months, will be deleted, and you will not have access to that data in Google Analytics, unless you adjust those settings.
You have the option to choose how long Analytics holds your data before deleting. 14 months is the defaulted setting. You can choose 26, 38, 50 months or for Google Analytics Not to delete at the end of that period.
If you adjust your settings, you have 24 hours to change your mind.In order to Reset, turn it on ON. If you want your data to stay with the defaulted settings: (deletes our data every 14 months), turn it OFF.
To set the options, sign in to Google Analytics, Click Admin, go to where you want to edit: (Property), click Tracking Into > Data Retention.
When your in you'll see User-data retention: sellect how long you want Google Analytics to retain your data. If you want to Reset your activity, just turn the switch off
I'm on my way to check it out, just thought I'd ask if you are aware of these changes, if not, here you go!
If you want more information you can go here.