# Data Retention Policy

<figure><img src="https://2311731864-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FWkzjcMtcJloeTqt0wsJi%2Fuploads%2Fbr9FmiCs9PPA0BLUXy1h%2Fdataretention.png?alt=media&#x26;token=517b4711-d17f-4f2a-80cf-13001f78640b" alt=""><figcaption><p>Data Retention Policy</p></figcaption></figure>

We retain a snapshot of your historical data for easy comparison against current performance, without having to re-run imports. The information is stored in our data lake because many of the platform's APIs do not respond quickly enough for real-time requests.

For example you're compiling a report on advertising. Ad platforms APIs are slow. So to expedite the process, instead of fetching fresh data for each request, we temporarily store it in a cache. The stored data is kept for a duration of one or more years.

This detail is crucial when preparing a report that spans beyond a year. In such cases, please reach out to us, and we will extend the storage period to three years.

**Data retention follows a rolling principle:**

If you buy the 2 years of data for example we are in 2024:

In Y2024 you account stores data: Y2024 In Y2025 you account stores data: Y2024 and partially Y2025 In Y2026 you account stores data: Y2024 and Y2025 and partially Y2026 In Y2027 you account stores data: Y2025 and Y2026 and partially Y2027

It's also important to mention that when the data source is disconnected, any cached data is promptly deleted. You have the option to request a complete archive of your data prior to the expiration of the retention period.