---
title: "Web Push Unsubscriber Peak Due to Data Policy"
slug: "web-push-unsubscriber-peak-due-to-data-policy"
description: "This guide covers troubleshooting for web push unsubscriber peak."
tags: ["web push database", "web push troubleshooting", "web push ucd"]
updated: 2026-03-04T08:50:56Z
published: 2026-03-04T08:50:56Z
canonical: "academy.insiderone.com/web-push-unsubscriber-peak-due-to-data-policy"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://academy.insiderone.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Web Push Unsubscriber Peak Due to Data Policy

As part of the Data Retention Policy announced in October 2023, [user profiles](/docs/user-profiles-overview) of users who have not visited your website in the past 365 days will be archived.

With the first anniversary of this policy approaching on **October 27, 2024,** profiles that have been inactive since the transition will be archived and marked as unsubscribed. As a result, you might expect an increase in the number of your unsubscribers. If you have been collecting Web Push subscribers for **less than a year**, you should **not expect** to see a peak in the number of your unsubscribers on **October 27, 2024**.

To help you track these changes, users whose profiles are archived due to inactivity will be categorized as **Inactive Subscribers** and displayed in the [Unsubscribers chart](https://academy.useinsider.com/docs/web-push-opt-in-analytics-1#unsubscribers) in [Web Push Subscriber Analytics](https://academy.useinsider.com/docs/web-push-opt-in-analytics-1). This will provide clear visibility into the number of removed users.

The latest data policy for Web Push subscribers offers several benefits:

- It removes inactive users to ensure your subscriber base is up to date. This way, your Web Push messages are sent only to deliverable, active, and engaged subscribers.
- It gives you confidence that your notifications reach valid users. The **delivered** metric remains consistent, proving that no active tokens are being deleted.

> With Google's FCM policy update, customers who have launched campaigns targeting all users for the first time since June 24th have experienced a spike in unsubscribes. This increase in the unsubscribes might mitigate the impact of the token removal due to data retention, as both actions aim to address unsubscribing inactive tokens.