Setup → Data sets a lifetime for each kind of raw data:
- Events: pageviews and goals
- Sessions
- Bot counts
Keep each for 30, 90 or 180 days, for one, two or three years, or forever, which is where every site starts.
Payments are never touched, and neither is any session a payment is credited to. Daily rollups stay as well, so your long-range charts keep working.
An automatic job trims old rows a little at a time, which keeps it inside the free plan’s limits. A large first cleanup simply spreads over several runs. For an immediate pass, press Clean up now and you’ll get a count of what went. Database size and row counts are on that page too.
Erase one site’s traffic
Erase traffic data wipes a site’s visits and events. The site and its payments stay, without their link to those visits. Deleting the site removes everything it holds, payments included. Neither can be undone.