MoEngage saves all the needed data for campaign segmentation, personalization, and analytics. However, to optimize the time taken to send out campaigns and run segmentation queries, the data that is not required is automatically archived.
Segmentation and Campaign Management
MoEngage saves all the user data that you send to us in the form of events, users, and devices and has the below policies for archiving these data formats when they can no longer add any value to your MoEngage activities:
| Type | Archival Policy | Reason |
|---|---|---|
| Events* | By default, events are available for Segmentation only for 60 days i.e. you are able to segment users if the event is done/not done in the last 60 days. The event retention period is extendable on request. |
We believe that in most cases, user activity beyond 60 days provides minimal incremental value to your campaign performance because of the lost context. |
| Users (Anonymous) |
Users who are not identified AND are not reachable on either channel (push, email, or SMS) AND have been inactive for 60 days are archived automatically | Saving unidentified, unreachable, and inactive users unnecessarily inflate your All User base and deteriorate your experience. Though it increases segmentation and campaign sending time (since we will be scanning more data), it still doesn't let you reach out to these unreachable users. |
| Users (Identified) | Users who are identified with ID / Email_id / Mobile Number and haven't been active and haven't received any Push/Email/SMS campaign for the last 1 year are archived automatically | Saving users for a long period of time unnecessarily degrades the performance of your data activities on MoEngage. Hence, we have a default one-year TTL on this which can also be customized as required. |
| Devices | We archive devices that are not reachable via push notifications AND are inactive for 60 days | Saving unreachable and inactive devices increases your push campaign sending time while providing no benefit in terms of outreach. |
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Analytics
We save all the data (users and events) for 1 or 2 years in MoEngage Analytics depending upon your subscription plan. We have longer retention periods for analytics as you may want to analyze your Behavioral trends, Funnels, and Retention over multiple months.