GA4 Settings | Data Retention
How to set up Google Analytics 4 so that Exploration reports timeframe is as long as possible
Custom exploration reports in GA4 are timebound to a very short period of time. When setting up a GA4 property it is a good idea to increase the length of this reporting window to as long as possible. This can be done from the Cog (bottom left) / Admin > Data Retention. This can be updated from 2 months to 14 months worth of data so enough to do year on year analysis.
Once this setting has been increased data in Exploration reports can go as far back as 14 months from the date of activation. At time of writing (Dec 2022) this means I can report back to Oct 2021.
