Insider One categorizes data retention, also known as how long Insider One keeps your data before it expires, into two categories: User Profile Retention and User Event Data Retention. Under data protection legislation (e.g., GDPR), personal data should not be kept longer than necessary and should be stored within specified limits.
A legitimate business purpose is required to store and process personal data.
User TTLs
Attributes do not have individual Time to Live (TTL), but users do. Therefore, Insider One checks when user data was last updated. If the update occurred 12 months or more ago, Insider One removes that user. Their attributes are retained as long as the user is retained. To track this, Insider One relies on the upta (User Last Update Date) attribute within user data, which indicates the most recent update timestamp.
Anonymous users
Insider One stores anonymous visitors, meaning visitors who have not been matched to a user identifier yet, as user profiles. Those profiles follow the same User TTL as identified users. If an anonymous profile has not been updated for 12 months or more, Insider One removes it, along with its attributes.
Insider One does not apply a shorter, separate retention period to anonymous profiles by default. If your use case calls for one, you can set User TTL separately for identified and anonymous users. Contact the Insider One team to configure it.
Event TTLs
User event data retention allows different retention periods for various events. This flexibility aims to support your use cases based on your retention needs.
By default, the top limit for storing any event, except the Purchase event, is 24 months, while custom events are stored for a maximum of three months.
As for the default events, the default retention periods are as follows:
You can consult the Insider One team if you need to store your events for a longer period.
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 |
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 Push View | 90 days |
The Time to Live (TTL) of all other events is 90 days.
The retention periods shown above are standard baselines, and they work well for most brands. If your use case calls for longer storage, such as keeping customer profiles active longer or supporting deeper historical analysis and extended customer journeys, feel free to reach out to the Insider One team. We can extend your User TTL and Event TTL to fit your needs, up to indefinite storage where required.
Event Time to Live (TTL) is based on the event's timestamp, regardless of when the event is sent. For example, you send an event from one month ago as a historic event today. Let's say the TTL for this event is 3 months. Since this event occurred one month ago, it will actually expire in two months. Therefore, it won't expire 3 months from today just because you sent it today.
Why does an event appear in the Attributes and Events graph but not in the User Profile?
The graph shows when data was received by Insider One, regardless of the event’s original timestamp or TTL. User Profiles store events based on their original timestamps and applicable retention periods. Therefore, an expired historical event can appear in the ingestion graph without being added to the User Profile.