Data Retention
How long your analytics history is kept, and what happens when you change plans.
Retention by plan
Analytics data (pageviews, events, goals, sessions and visitors) is kept for the period included in your plan. A cleanup job runs every night and deletes data that is older than that period.
| Plan | Analytics history kept |
|---|---|
| Free | 30 days |
| Starter | 1 year |
| Growth | 3 years |
| Business | Unlimited |
Current limits for every plan are on the pricing page.
Changing plans
- Upgrading extends retention straight away. Data that was already deleted under your old plan can't be brought back.
- Downgrading keeps your current retention until your next renewal. Once the renewal at the lower price has been paid, data older than the new plan's retention is deleted in the next nightly cleanup.
- Cancelling keeps your current retention until the end of the period you paid for. After that your account is on Free, and data older than 30 days is deleted.
- The 14-day Starter trial keeps Starter's retention while it runs. If you stay on Free after the trial, the Free plan's 30 days applies.
Before a change deletes any existing data, we email the account owner: when the change is scheduled (3 days before a trial ends), again about a week before the renewal or period end, and once more after the older data has been removed. If a change could not be announced in advance, for example when a subscription ends immediately, we wait at least 7 days after the email before deleting anything. Keep your current plan and nothing is deleted.
Keeping a copy
If you need data for longer than your plan keeps it, export it regularly as CSV or JSON from the dashboard or the API. See Data export.
Deleting data sooner
Deleting a site removes it from your account and stops collecting data for it. If you need a site's stored analytics, or your whole account, erased before the retention period ends, contact us and we'll do it for you. See Privacy & GDPR.