GDPR settings just kicked in for GA

[ergophobe]

I was looking at a Google Analytics property for which I only have read-only access and was confused at first...

When I look at All Users, I can track revenue back as far as I want. When I segment by Direct/Organic/etc, it only goes back to 2016. At first I thought I was in a view that was created in 2016.... then I realized that the account admin or their legal advisor or someone had decided to set the data retention to two years (or perhaps decided nothing and let the default take effect).

Everything just goes off a cliff... no data more than two years old. And some data seems just gone entirely - zero "users" right up to today in some reports even when "new users" is 350,000.