Insider categorizes data retention as User Profile Retention and User Event Data Retention. According to data legislation (e.g., GDPR), any processed or stored personal data should not be kept longer than necessary, but within the storage limitation.
User TTLs
Attributes do not have individual Time to Live (TTL), but users do. Therefore, Insider keeps checking the last time user data was updated. If the update happened 12 months ago or before, Insider removes that user. Their attributes are retained as long as the user is retained. To understand when the last update was, Insider uses the “upta” -update date- attribute under the user data.
Event TTLs
User event data retention allows different retention periods for different events. This flexibility aims to support your use cases based on your retention needs.
As for the default events, the default retention periods are as follows:
| Event Name | Event Data Retention |
|---|---|
| Purchase (Confirmation Page View) | 730 days |
| Homepage View | 90 days |
| Listing Page View | 90 days |
| Product Page View | 90 days |
| Cart Page View | 90 days |
| Other Page View | 90 days |
| Add to Cart | 90 days |
| Removed from Cart | 90 days |
| Cart Clearance | 90 days |
| Lead Collection Form Submit | 365 days |
| Sign-Up | 365 days |
| Coupon Received | 90 days |
| Cancelled Purchase | 90 days |
| Item Added To Wishlist | 90 days |
| Item Removed From Wishlist | 90 days |
| Wishlist Page View | 90 days |
| Wishlist Cleared | 90 days |
| Email Delivered | 365 days |
| Email Open | 365 days |
| Email Click | 365 days |
| Email Bounce | 90 days |
| Email Spam Report | 90 days |
| Email Group Unsubscribe | 90 days |
| Email Unsubscribe | 90 days |
| Email Process | 90 days |
| Email Group Resubscribe | 90 days |
| Email Drop | 90 days |
| Email Defer | 90 days |
| Email Resubscribe | 90 days |
| Email Channel Frequency Capping Drop | 90 days |
| Transactional Email Delivered | 365 days |
| Transactional Email Open | 365 days |
| Transactional Email Click | 365 days |
| Transactional Email Blocked | 90 days |
| Transactional Email Spam | 90 days |
| Transactional Email Bounce | 90 days |
| InApp View | 365 days |
| InApp View From App Push | 90 days |
| InApp Test View | 90 days |
| InApp Click Log | 365 days |
| App Push Open | 90 days |
| App Push Delivered | 365 days |
| Social Proof View | 90 days |
| Mobile Recommendation Log | 90 days |
| Mobile App Open | 90 days |
| Mobile Frequency | 90 days |
| Journey Enter | 365 days |
| Journey Exit | 365 days |
| Journey Product Action | 185 days |
| SMS Click | 365 days |
| SMS Delivered | 365 days |
| SMS Unsubscribe | 365 days |
| SMS Subscribe | 365 days |
| SMS Reply | 365 days |
| SMS Undelivered | 365 days |
| SMS Resubscribe | 90 days |
| SMS Drop | 365 days |
| SMS Campaigns | 90 days |
| Survey Result | 365 days |
| WhatsApp Click | 365 days |
| WhatsApp Delivered | 365 days |
| WhatsApp Reply | 365 days |
| WhatsApp Reply First Button | 365 days |
| WhatsApp Reply Second Button | 365 days |
| WhatsApp Reply Third Button | 365 days |
| WhatsApp Reply Other Reply | 365 days |
| WhatsApp Unsubscribe | 365 days |
| WhatsApp Read | 365 days |
| WhatsApp Reply Auto Reply | 90 days |
| WhatsApp Dropped | 365 days |
| WhatsApp Undelivered | 365 days |
| WhatsApp Campaigns | 90 days |
| WhatsApp Opt-Out | 90 days |
| WhatsApp Reply Other Button | 365 days |
| Web Push Click | 90 days |
| Web PushView | 90 days |