Google has a reputation for collecting a lot of data about people. To its credit, Google has been making improvements in how it lets users control their privacy. Google introduced auto-delete controls where your history and activity information is removed after 3 or 18 months. The company today is making this the default behavior across key settings for new users.

Alphabet and Google Sundar Pichai has announced new privacy improvements to keep your information safe, including changes to its data retention practices across core products to keep less data by default.

The company has also rolled out the same 18 months auto-delete for web and app activity. Users, however, have the option to disable the settings or modify the auto-delete option. The user doesn’t have to do anything to make this happen. YouTube search history will be set to delete after 3 years to ensure it can continue to make relevant entertainment recommendations.

For old users who have location history and web & app activity already enabled, Google will not change the settings but says it will keep reminding them about the new auto-delete controls.

The company will also be making it easier to check in on your Account controls more easily. Users will be able to simply do a search for “Google Privacy Checkup” and “Is my Google Account secure?” to see a box with your privacy and security settings. And to browse more privately, Incognito Mode will be accessible by simply long-pressing your profile picture in Google Search, Maps, and YouTube.

Data is very valuable to Google’s ad network business, so it’s nice to see the company make some compromises. Obviously, a user’s recent data is the most useful for targeted ads, but it’s still great to be able to scrub older data from your account.