Data retention
Active Reach retains data based on type and plan tier. This page documents the retention periods for each data category.
Retention by data type
| Data type | Retention | Notes |
|---|---|---|
| Contacts | Indefinite (until deleted) | Contact profiles persist until explicitly deleted via API or UI |
| Events (full resolution) | Plan-dependent | Full event payloads with all properties |
| Events (downsampled) | 7 years | Aggregated metrics (counts, unique users) for long-term trend analysis |
| Delivery records | Plan-dependent | Per-message delivery status (sent, delivered, bounced, opened, clicked) |
| Audit logs | Plan-dependent | Action-by-action workspace activity log |
| Campaign analytics | Indefinite | Aggregate campaign metrics persist as long as the workspace exists |
| Journey analytics | Indefinite | Per-step metrics for published journeys |
Plan-tier retention
| Data type | Starter | Growth | Pro | Enterprise |
|---|---|---|---|---|
| Events (full) | 30 days | 90 days | 365 days | Custom |
| Delivery records | 30 days | 90 days | 365 days | Custom |
| Audit logs | 30 days | 90 days | 365 days | Indefinite |
After the retention period, full-resolution data is automatically purged. Downsampled aggregates are always retained for 7 years regardless of plan.
Data export
Before data expires, export it:
- Events — stream to BigQuery, Snowflake, or Databricks via data pipes
- Contacts — export as CSV from the contacts page or via API
- Audit logs — export as CSV from Settings → Audit Log
What’s next
- GDPR & deletion — handle data deletion requests
- Data governance — classify and protect data