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Data retention

Understand and configure data retention settings for your account.

Updated over 5 months ago

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

  1. Expand the User menu, then go to Settings > Security and Privacy > Data Retention Policies.

  2. Change the time for identified and unidentified visitors.

  3. 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.

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