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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

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titleExample 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

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titleExample 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