Data retention

How long your events stay queryable, how to set a shorter retention per project, and what a downgrade does to your history.

Retention controls how long events and analytics stay available in dashboards and reports. Your plan sets the ceiling; each project can choose to keep less.

Plan limits

Plan	Retention
Free	30 days
Pro	365 days
Business	730 days
Enterprise	Unlimited

Per-project retention

A project can set its own retention in Project settings. The available values are:

30, 90, 180, 365 or 730 days.

Leaving it unset means the project simply follows your plan's limit.

The effective retention is always your setting capped by the plan limit — you can keep less than your plan allows, never more. Setting 730 days on a Pro plan still gives you 365.

Unlimited retention is only selectable on a plan whose own limit is unlimited.

Set a shorter retention on projects where you genuinely do not need history — a staging project, or a site you only watch week to week. It is a simple way to reduce the personal data you hold without affecting the projects that matter.

What retention applies to

Retention governs events and analytics — page views, ecommerce events, custom events and the session data derived from them.

Orders are your business records, not telemetry. They are not subject to the same expiry, though the event history that explains how an order was attributed does age out. Once the underlying events are gone, an old order's journey detail goes with them.

Downgrading

Downgrading shortens retention immediately

Retention is applied on the plan you are currently on. Moving from Business (730 days) to Pro (365 days) makes everything older than 365 days unavailable.

Export anything you need before the downgrade. There is no grace period and no way to recover it afterwards.

The Usage page can export event and order totals as CSV. Do that first if you need a record of a period you are about to lose.

Retention and privacy

Retention is one of the levers you have for data minimisation. The others:

Privacy-friendly tracking mode — no cookies, no browser storage, and personal data rejected on orders. See Tracking modes.
Consent management — gate first-party identifiers behind the visitor's decision. See Consent management.
Shorter per-project retention — hold less history where you do not need it.

Together these let you tune how much you collect, how identifiable it is, and how long you keep it, project by project.

Members and roles

Invite people to your team, understand what each of the four roles can do, and control which projects a member can see.

API keys

Create scoped keys for programmatic access, authenticate your requests, and keep keys safe once they are issued.

Plans and limits

What each plan includes, which limit you are most likely to hit first, and how to decide when to upgrade.