Retention Policy
- CRM/Contact lists will not be deleted at this time
To ensure optimal platform speed and reliability, AdRoll utilizes automated maintenance to manage inactive audience segments. This process keeps the Website Audiences page organized and performant while aligning with NextRoll’s data retention policy.
How Deletion is Determined
The system identifies inactive segments based on two primary factors:
- Campaign Activity: Whether the segment is currently being used (or has recently been used) to power active advertisements.
- User Activity: The frequency of account logins and manual interactions with the audience segments.
| Audience Type | Audience Segment | Activity in Last 13 months | No Activity in Last 13 months | No Activity & No Logins in Last 13 months |
|---|---|---|---|---|
| Website Audiences | Default segments (All Visitors, Engaged Users, or Visitors to Unsegmented Pages) | Retain |
Retain |
Delete |
| Conversion Segments | Retain |
Retain |
Delete |
|
| Custom Audience Segments (URL-based, Event-Based Audiences, Composite Audiences or Attribute Audiences) | Retain |
Delete |
Delete |
FAQs
Which segments are protected from automatic deletion?
We prioritize the stability of your campaigns and reporting. To ensure you never lose critical data, we automatically protect the following segments from our cleanup process:
- Conversion segments: We never delete these, as they are essential for your reporting and attribution history.
- Default segments: Core segments, such as "All Visitors" and "High Intent".
- Active campaign segments: Any segment you have used in an active campaign within the last 13 months is considered active and will not be removed.
How does this affect my AdRoll dashboard?
You’ll enjoy a more streamlined experience. By automatically removing unused data, we reduce clutter in your segment lists. This makes it faster and easier for you to navigate and focus on the audiences that are currently driving your campaign performance.
Does segment cleanup affect my audience sizes or campaign performance?
No. Because we only remove segments that have been inactive for over a year, there is no impact on your active campaigns or overall performance.
URL Segments
- Our system uses a priority-based logic for URL segments. If an inactive, high-priority segment is removed, traffic that previously matched that rule will naturally flow to the next matching segment in your list.
- This may result in a slight increase in the audience size of that next-priority segment, but it does not change the way your visitors are tracked or targeted.
What happens if I log in after an absence of 13 months or more?
If your account has been inactive for more than 13 months, your Website Audiences page may appear empty. Two options to get back up and running:
- Create New Audiences: You can immediately set up new audience rules to begin capturing new segment data.
- Reactivate Expired Segments: If you need to restore previous audience rules, please contact our support team.
Data Collection
- Reactivating a segment or creating a new one re-establishes the tracking rules for your account.
- This allows AdRoll to begin populating those segments with new identifiers moving forward.