Data retention for events
EARLY ACCESSThe data retention policy for events is effective from 15 April 2025. Custom retention options are available on request.
Customer Profiles events follow the data retention policies for Infobip products and services. Events are stored only for a limited period.
This section explains how data retention policy affects the way you use Customer Profiles events in segments, reports, Journey triggers, and computed attributes.
For the overall data retention policy, see Policies.
How data retention works
When you use an event condition to filter search results, query a segment, or calculate computed attributes, the system only has access to the events that are within the event data retention period on your Infobip account.
If the event condition exceeds this period, a warning message is displayed. In this case, consider adjusting the condition such that it is within the retention period.
In some cases, the longer period for the event condition might be intentional. For more information, see the Exceptions section.
Exceptions
Event filters and conditions that are used in segments or triggers in active Journeys and event-based computed attributes (profile scores and event aggregates) are not affected by data retention.
The system temporarily saves the necessary information about the matching events to keep these filters functional even when the original events are deleted according to the retention policy.
Example: A Journey is waiting for three product orders over a period of nine months. By the time the third order arrives, some of the events might have been deleted because of data retention. But the trigger still works because the required event information is temporarily saved.
The saved event data is lost when the Journey stops or the computed attribute is deactivated.
This exception does not apply to the Segment audience element. In this element, event information is not stored because the audience is calculated in real time based on the events that are available at the time of calculation.