To enable Marketo to meet the performance demands of its customers, Marketo has a standardized Data Retention Policy used across the platform. This policy applies to the activities stored in the activity logs of people in your database.
Activities and Data Retention
There are two components to our data retention policy: a retention period of 90 days for nine (9) high-volume activities; and a retention period of 25 months for other lead activities.
Activities with Retention Period of 90 days
The high-volume activities listed below will be retained for 90-days. After 90-days, these activities will be deleted.
Activities Retained for 90 Days
NOTE: Change Data Value activities will be retained for 90 days, except for changes to the Lead Owner and the Company Name fields. These two Change Data Value activities will be retained for 25 months. All other Change Data Value activities will be retained for 90 days.
Activities with Retention Period of 25 Months
The activities listed below will be retained for 25 months. After 25 months, all such lead activities will be deleted.
- The only exception is the New Lead activity, which will always be displayed in the activity log. All other activities will be deleted, but the New Lead activity will not, giving you a permanent record of when the lead was created and how.
Activities Retained for 25-Months
Marketo’s data retention policy gives you a rolling 90-day view of certain high-volume activities and a rolling 25-month view of other lead activity data. To help prevent any actual data loss, Marketo has developed a Bulk Extract API that enables you to export this data directly if desired. Once exported, you will be able to host this information locally and utilize it in any way you deem necessary.
Premium Data Retention Option
Marketo offers a premium Extended Data Retention subscription option that will allow activity data to be stored for 37 months instead of the standard retention period of 25 months. The high-volume activities, however, will only be retained for 90 days even with the premium option. For more information, contact your Customer Success Manager.
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