VWO Data Retention Policy

VWO Data retention period defines how long a sampled session is stored in VWO servers and will contribute to the various Insights reports. The retention duration depends on your VWO plan subscription. For more information on plans and features, refer to VWO Pricing.

To check your retention period and data usage, go to SETTINGS > ACCOUNTS > USAGE.

VWO Data Types

Data collected using VWO is classified into two types – aggregate and detailed data:

• Aggregate data – data that is retained beyond the retention period right from the day of creation until the present date. This includes visitor data collected for goals, tests, surveys, and website reviews. However, the report-segmentation feature will not work for historical data that is outside the retention period.
  
  
• Detailed Data – data that is retained for a limited period of time depending on your VWO subscription plan. This includes data collected for heatmap clicks, recordings, form analytics, user attributes, and session-level data.

How is the Retention Period Calculated?

The retention period is a rolling window and data is purged incrementally. For example, if the data retention period is for 60 days, then data for Day 1 is purged on day 61.

How Data Retention Work in Different Scenarios:

• Downgrade VWO Insights Plan: The retention period decreases as per the new plan. For example, if you downgrade from pro to growth, data from days 31-60 is purged; only the last 30 day data is maintained.
• Upgrade VWO Insights Plan: The existing data is retained and new data is added incrementally. For example, if the previous retention plan was for 30 days and you upgrade it to 60 days, previous data is retained and new data added incrementally. Here, the data purge will happen on day 61 only.
• Unsubscribing from VWO Insights: VWO retains data for only 30 days, irrespective of the retention period of the existing plan.
• Subscribing to VWO Insights: New data is populated incrementally from the day of the upgrade. Data deletion will happen only after the first complete retention period.
• Evaluation Period: By default, evaluation for VWO Insights will only have 30 days retention period.

How Data Retention Impact Post-Segmentation?

You can segment data for a maximum of 30 days at a time, irrespective of the data retention period you have subscribed to. For example, if your data retention period is for 90 days, you can only apply segmentation for any 30 day period by specifying the period using the date-range filter.

When creating custom segments, the user cannot apply conditions under the OTHERS category more than twice for the same segment. There is no limitation for using conditions from the rest of the categories.

Saved Recordings are available beyond the data retention period. For Saved Recordings, users can only apply report-specific and session-based segmentation, such as the browser, duration, number of pages, and operating system.