Data Retention
- 18 Apr 2024
- 2 Minutes to read
Data Retention
- Updated on 18 Apr 2024
- 2 Minutes to read
Article Summary
Share feedback
Thanks for sharing your feedback!
Insider categorizes data retention as User Profile Retention and User Event Data Retention. According to data legislations (e.g. GDPR), any processed or stored personal data should not be kept for longer than necessary, but within the storage limitation.
Your title goes here
A legitimate business purpose is required to store and process personal data.
User TTLs
Attributes do not have individual Time to Live's (TTL) but users have. Therefore, we keep a check on the last time user data was updated. If the update happened 12 months ago or before that, we remove that user. As long as the user is retained, their attributes are retained too. To understand when the last update was, we use “upta” -update date- attribute under the user data.
Event TTLs
User event data retention provides capabilities to set different retention periods for different events. This flexibility aims to support your use cases based on your retention needs. The top limit for any event, except the Purchase event, to be stored is for 12 months by default while custom events are stored for 3 months by default. As for the default events, the default retention periods are as follows:
Your title goes here
You can consult Insider team if you need to store your events for a longer period.
| Event Name | Event Data Retention |
|---|---|
| Purchase (Confirmation page view) | After Feb 1, 2021 → 24 months Before Feb 1, 2021 → 12 months |
| Homepage view | 3 months |
| Listing page view | 3 months |
| Product detail page view | 3 months |
| Cart page view | 3 months |
| Other page views | 3 months |
| Item added to cart | 3 months |
| Item removed from cart | 3 months |
| Cart cleared | 3 months |
| Lead collected | 12 months |
| Sign-up confirmation | 12 months |
| Email delivered | 12 months |
| Email open | 12 months |
| Email click | 12 months |
| Mobile App opened | 3 months |
| InApp seen | 12 months |
| Journey enter | 12 months |
| Journey exited | 12 months |
| Survey result | 12 months |
| All other events | 3 months |
Your title goes here
The TTL of all other events is 3 months.
Details for Purchase Event's TTL Change:
If a purchase event is inserted after Feb 1, 2021, the data retention period (TTL) is 2 years. Let’s see some examples in the case of the event is inserted after this date:
- Example 1: Purchase event timestamp 2021-02-03 10:34:45, this event will be dropped at 2023-02-03 10:34:45.
- Example 2: Purchase event timestamp 2019-08-14 11:07:37, this event will be dropped at 2021-08-14 11:07:37.
- Example 3: Purchase event timestamp 2017-12-03 18:13:56, this event will not be registered.
If a purchase event is inserted before Feb 1, 2021, the data retention period (TTL) was 1 year. Let’s see some examples in the case of the event is inserted before this date:
- Example 1: Purchase event timestamp 2020-10-02 10:34:45, this event will be dropped at 2021-10-02 10:34:45.
- Example 2: Purchase event timestamp 2019-08-14 11:07:37, this event’s TTL was 12 months and it is dropped at 2020-08-14 11:07:37.
Was this article helpful?