What settings can you do at retention in Audience details?

The retention period is the period of time that a profile is kept in an audience (after triggering the entry rules to join the audience). The retention is only applied to event based audiences.


The retention period of a specific profile can be viewed under Audience data. The settings for audiences of one day or longer differ.

Retention of one day

• In the first hour after joining an audience or extending the retention period of an audience, no event will extend the retention period
• After one hour, triggering an event from the entry rules again will result in an extension of the retention period.

Example of an audience with a retention of 1 day

1. At hour 0, a profile based on the entry rules enters an audience
   • So no event will extend the retention period until hour 1
2. At hour 2 the profile activates a ViewContent → as a result of which the retention period is extended to hour 26
   • So no event will extend the retention period until hour 3
3. After hour 26 the profile leaves the audience

Retention of more than one day

• In the first 24 hours after joining an audience or extending the retention period of an audience, no event will extend the retention period
• After 24 hours, triggering an event from the entry rules again will lead to an extension of the retention period.

Example of an audience with a retention of 2 days

1. At hour 0 a profile based on the entry rules will join an audience
   • So no event will extend the retention period until hour 24
2. At time 25 the profile activates a ViewContent → which will extend the retention period until time 73
   • So no event will extend the retention period until hour 49
3. After hour 73 the profile leaves the audience