How long is my Email Analytics data stored for?

Effective January 1, 2020, Litmus will retain your individual-level Email Analytics data for 14 months. This will enable us to build new, innovative Email Analytics reports more rapidly and allow your Email Analytics reports to load quicker. 

If you would like to save any individual-level data dated prior to November 1, 2018, we encourage you to export your data before January 1, 2020.


How long will I have access to my Email Analytics data?

You will be able to access your individual-level Email Analytics data for up to 14 months with our Export feature within the Litmus Email Analytics interface for each tracking code and any associated emails or campaigns.  Individual-Level Data and Activity Data exports will provide you with 14 months of individual-level Email Analytics data on a rolling basis.  Email Client Data and Engagement Data exports will not be impacted by the retention policy and will contain all data created after November 1, 2018.

Exports Retention Period
Individual-level Data 14 months
Email Client Data Unlimited for data created after November 1, 2018
Engagement Data Unlimited for data created after November 1, 2018
Activity Data 14 months

Any Litmus Email Analytics reports created after November 1, 2018 will continue to include all aggregated data beyond the 14 month retention period.  The reports you view in Litmus are generated from a separate database that will continue to collect and update aggregate data for all of your tracking codes created after November 1, 2018 and their associated emails or campaigns.

Is data retained 14 months after an email campaign has expired or after a tracking code was created?

It is based on the date the email was opened by the subscriber; email send dates and tracking code creation or expiration dates do not impact the data retention period.

For example, let’s say an email was sent on November 1st, 2018 and subscribers opened the email starting on that date. Evaluating this campaign on January 1st, 2020, we would see all of the opens and email data for that campaign from November 1st, 2018 onward in the data export. If we were to evaluate the campaign on January 15th, 2020, we would only see the opens and email data from November 15th, 2018 onward in the data export.

Is there a change to the length of time a tracking code can collect data?

No. Tracking codes created after November 1, 2018 and expiration dates for new and existing campaigns will not be impacted by this data retention policy update. Tracking codes will continue collecting data until they reach the expiration date and are "Finished". However, while an “Active” campaign will continue to collect data beyond 14 months of its tracking code creation date, the individual-level data will still only be available for export on a 14 month rolling basis.  

What if I want or need to retain my data for longer than 14 months?

If you wish to compare longer-term historical individual-level email campaign data, we recommend that you export your data on a regular cadence or set up an FTP feed.

How do I export my Email Analytics data?

Data exports are available within the Litmus Email Analytics interface for each campaign. Learn how to export your data.

What if I don’t want to retain my data for a full 14 months?

You have the ability to clear or delete Email Analytics data at any time using the “Clear all data” feature. Please be certain that you no longer will need any data that you are planning to delete via our “Clear all data” feature.  We strongly suggest you export and store data locally before deleting it.

Will I be able to recover deleted data?

Any Email Analytics data manually deleted with the “Clear all data” feature will not be recoverable. Data that is older than 14 months will also not be recoverable.

What happens to my data if I cancel my Litmus account?

Regardless of account status, Email Analytics data will be retained for 14 months. If you were to cancel your account and reactivate it in the future, any Email Analytics data within 14 months of your reactivation date will still be available.

Does this change affect any other areas of the Litmus platform?

No; these updates only pertain to Email Analytics.

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