Google quietly updated the default data retention window for new GA4 properties. If you set up a property recently and did not touch the setting, your detailed event data may be deleted sooner than you expect.
Who this affects
Anyone who relies on the GA4 interface for year-over-year comparisons or who has not turned on the BigQuery export. If your data already flows to BigQuery, nothing changes for you.
What to do this week
Open your GA4 property, go to Admin, then Data Settings, then Data Retention, and set it to the longest option available. Then decide whether it is time to turn on the BigQuery export so your history stays yours.