When creating a Data Extension, users have the option to apply a Data Retention Policy. The Data Retention policy allows Marketing Cloud to clear the Data Extension Records or Data Extension as a whole after a set period of time.
When creating a new data extension, the Data Retention Policy is set on step two.
Retention Setting
The Retention Setting determines if retention policy applies to the data extension.
ON
Use the On setting for Data Extensions that will not be reused or will only be reused for a definite period of time.
- Examples: one-time use, event-related communications, class lists
OFF
Use the Off setting for Data Extensions that will be reused over an indefinite period of time
- Examples: newsletters, advisory boards
Delete
The Delete Setting determines what will be deleted when the retention setting is on.
Individual Records
When this option is selected, the data extension is retained but the individual records inside the data extension are deleted as they age. For example, if your retention period is 180 days, each individual record will be deleted when it reaches 180 days.
All records and data extensions
When this option is selected, the entire data extension and the records inside the data extension are deleted.
All records
When this option is selected, the data extension is retained but all of the records inside the data extension are deleted at a specific time. For example, if your retention period is 30 days, all records are deleted when the data extension reaches 30 days, no matter when the record was added.
Period
The period determines when the records and/or data extension are deleted. You should use a retention period that meets your unit's needs, but does not leave old data extensions for an extended period of time. For many one-time use extensions this may be 30-60 days. The maximum retention period should be 730 days (2 years).
After
Enter the number of days after the data extension was created to wait before deleting.
Reset period on import
Check this box to extend the retention date following a new import to the data extension.
On
Select a specific date to delete.