diff --git a/superset-frontend/packages/superset-ui-core/src/query/constants.ts b/superset-frontend/packages/superset-ui-core/src/query/constants.ts
index 812ad0990c1bc..7976e87a4a281 100644
--- a/superset-frontend/packages/superset-ui-core/src/query/constants.ts
+++ b/superset-frontend/packages/superset-ui-core/src/query/constants.ts
@@ -25,7 +25,6 @@ import {
 } from './types';
 
 export const DTTM_ALIAS = '__timestamp';
-export const DEFAULT_TIME_RANGE = 'No filter'; // TODO: make this configurable per Superset installation
 export const NO_TIME_RANGE = 'No filter';
 
 export const EXTRA_FORM_DATA_OVERRIDE_EXTRA_KEYS: (keyof ExtraFormDataOverrideExtras)[] =
diff --git a/superset-frontend/src/explore/actions/hydrateExplore.test.ts b/superset-frontend/src/explore/actions/hydrateExplore.test.ts
index c74dc1f2847c4..e7858b167086d 100644
--- a/superset-frontend/src/explore/actions/hydrateExplore.test.ts
+++ b/superset-frontend/src/explore/actions/hydrateExplore.test.ts
@@ -160,3 +160,49 @@ test('creates hydrate action with existing state', () => {
     }),
   );
 });
+
+test('uses configured default time range if not set', () => {
+  const dispatch = jest.fn();
+  const getState = jest.fn(() => ({
+    user: {},
+    charts: {},
+    datasources: {},
+    common: {
+      conf: {
+        DEFAULT_TIME_FILTER: 'Last year',
+      },
+    },
+    explore: {},
+  }));
+  // @ts-ignore
+  hydrateExplore({ form_data: {}, slice: {}, dataset: {} })(dispatch, getState);
+  expect(dispatch).toHaveBeenCalledWith(
+    expect.objectContaining({
+      data: expect.objectContaining({
+        explore: expect.objectContaining({
+          form_data: expect.objectContaining({
+            time_range: 'Last year',
+          }),
+        }),
+      }),
+    }),
+  );
+  const withTimeRangeSet = {
+    form_data: { time_range: 'Last day' },
+    slice: {},
+    dataset: {},
+  };
+  // @ts-ignore
+  hydrateExplore(withTimeRangeSet)(dispatch, getState);
+  expect(dispatch).toHaveBeenCalledWith(
+    expect.objectContaining({
+      data: expect.objectContaining({
+        explore: expect.objectContaining({
+          form_data: expect.objectContaining({
+            time_range: 'Last day',
+          }),
+        }),
+      }),
+    }),
+  );
+});
diff --git a/superset-frontend/src/explore/actions/hydrateExplore.ts b/superset-frontend/src/explore/actions/hydrateExplore.ts
index dd97e73822993..e4bd1bb82f210 100644
--- a/superset-frontend/src/explore/actions/hydrateExplore.ts
+++ b/superset-frontend/src/explore/actions/hydrateExplore.ts
@@ -30,6 +30,7 @@ import {
   ensureIsArray,
   getCategoricalSchemeRegistry,
   getSequentialSchemeRegistry,
+  NO_TIME_RANGE,
 } from '@superset-ui/core';
 import {
   getFormDataFromControls,
@@ -62,6 +63,10 @@ export const hydrateExplore =
       initialFormData.viz_type =
         getUrlParam(URL_PARAMS.vizType) || defaultVizType;
     }
+    if (!initialFormData.time_range) {
+      initialFormData.time_range =
+        common?.conf?.DEFAULT_TIME_FILTER || NO_TIME_RANGE;
+    }
     if (dashboardId) {
       initialFormData.dashboardId = dashboardId;
     }
diff --git a/superset-frontend/src/explore/components/controls/DateFilterControl/DateFilterLabel.tsx b/superset-frontend/src/explore/components/controls/DateFilterControl/DateFilterLabel.tsx
index b4cd377caf3fa..4b84ccf20423b 100644
--- a/superset-frontend/src/explore/components/controls/DateFilterControl/DateFilterLabel.tsx
+++ b/superset-frontend/src/explore/components/controls/DateFilterControl/DateFilterLabel.tsx
@@ -17,14 +17,7 @@
  * under the License.
  */
 import React, { useState, useEffect, useMemo } from 'react';
-import {
-  css,
-  styled,
-  t,
-  useTheme,
-  DEFAULT_TIME_RANGE,
-  NO_TIME_RANGE,
-} from '@superset-ui/core';
+import { css, styled, t, useTheme, NO_TIME_RANGE } from '@superset-ui/core';
 import Button from 'src/components/Button';
 import ControlHeader from 'src/explore/components/ControlHeader';
 import Label, { Type } from 'src/components/Label';
@@ -128,7 +121,7 @@ const IconWrapper = styled.span`
 
 export default function DateFilterLabel(props: DateFilterControlProps) {
   const {
-    value = DEFAULT_TIME_RANGE,
+    value = NO_TIME_RANGE,
     onChange,
     type,
     onOpenPopover = noOp,
diff --git a/superset-frontend/src/explore/fixtures.tsx b/superset-frontend/src/explore/fixtures.tsx
index 755985be2bda9..d7c1276247d5d 100644
--- a/superset-frontend/src/explore/fixtures.tsx
+++ b/superset-frontend/src/explore/fixtures.tsx
@@ -115,7 +115,6 @@ export const exploreInitialData: ExplorePageInitialData = {
     datasource: '8__table',
     metric: 'count',
     slice_id: 371,
-    time_range: 'No filter',
     viz_type: 'table',
   },
   slice: {
@@ -128,7 +127,6 @@ export const exploreInitialData: ExplorePageInitialData = {
       datasource: '8__table',
       metric: 'count',
       slice_id: 371,
-      time_range: 'No filter',
       viz_type: 'table',
     },
   },
diff --git a/superset-frontend/src/explore/reducers/exploreReducer.js b/superset-frontend/src/explore/reducers/exploreReducer.js
index e282d88f04bec..7b630f992717d 100644
--- a/superset-frontend/src/explore/reducers/exploreReducer.js
+++ b/superset-frontend/src/explore/reducers/exploreReducer.js
@@ -17,7 +17,7 @@
  * under the License.
  */
 /* eslint camelcase: 0 */
-import { ensureIsArray, DEFAULT_TIME_RANGE } from '@superset-ui/core';
+import { ensureIsArray } from '@superset-ui/core';
 import { DYNAMIC_PLUGIN_CONTROLS_READY } from 'src/components/Chart/chartAction';
 import { getControlsState } from 'src/explore/store';
 import {
@@ -59,11 +59,8 @@ export default function exploreReducer(state = {}, action) {
         prevDatasource.id !== newDatasource.id ||
         prevDatasource.type !== newDatasource.type
       ) {
-        // reset time range filter to default
-        newFormData.time_range = DEFAULT_TIME_RANGE;
         newFormData.datasource = newDatasource.uid;
       }
-
       // reset control values for column/metric related controls
       Object.entries(controls).forEach(([controlName, controlState]) => {
         if (
diff --git a/superset/config.py b/superset/config.py
index 64dc3baa125b5..a2ddf5d88371c 100644
--- a/superset/config.py
+++ b/superset/config.py
@@ -153,6 +153,9 @@ def _try_json_readsha(filepath: str, length: int) -> Optional[str]:
 SAMPLES_ROW_LIMIT = 1000
 # max rows retrieved by filter select auto complete
 FILTER_SELECT_ROW_LIMIT = 10000
+# default time filter in explore
+# values may be "Last day", "Last week", "<ISO date> : now", etc.
+DEFAULT_TIME_FILTER = None
 
 SUPERSET_WEBSERVER_PROTOCOL = "http"
 SUPERSET_WEBSERVER_ADDRESS = "0.0.0.0"
diff --git a/superset/views/base.py b/superset/views/base.py
index cf7868eaf1c04..28511535f4145 100644
--- a/superset/views/base.py
+++ b/superset/views/base.py
@@ -110,6 +110,7 @@
     "COLUMNAR_EXTENSIONS",
     "ALLOWED_EXTENSIONS",
     "SAMPLES_ROW_LIMIT",
+    "DEFAULT_TIME_FILTER",
 )
 
 logger = logging.getLogger(__name__)