The data retention settings control the retention of personal data for your account.
Changes to the retention policy may take up to 90 days to fully take effect.
You should only store personal data for as long as necessary. There are separate values, in days, for identified and unidentified visitor records. For each, records are deleted after the specified number of days since their last activity.
Identified visitors
These visitors are valuable; you may want to store their data for up to 2 years (about 730 days).
Unidentified visitors
These records are less useful, as most visitors only visit once and leave quickly. Choose a reasonably short retention period for them but long enough to keep the data of those who initially visit anonymously and later identify themselves by making a purchase.
Access data retention settings
Expand the User menu, then go to Settings > Security and Privacy > Data Retention Policies.
Change the time for identified and unidentified visitors.
Select SAVE.
Default data retention periods
Type of data | Number of days |
Data Analytics | 366 days |
Content seen by each individual | 90 days |
Behavioral Data for Segment Builder | 45 days |
Signals in Person Document | Last 30 signals of each type. |
Product Analytics | Indefinite |
Unsubscribes | Indefinite |
Detailed Event Data | Between 14 and 30 days |
Service Trace Data | 30 days |
Reports Sent to Download Area | 1 day |
Detailed Reports on Cart Abandons | 90 Days |
Other Detailed Reports (Recoveries, Purchases, Returned Purchases) | At least 365 days |
If you have a requirement for specific data, for example, a person record or trace data, not to be deleted outside of the periods above, contact Support.