Data Retention: How long is data kept?

Our data retention policy is simple and helps you understand how long we retain performance data for your content.

What is the default Data Retention Policy?

By default, data is kept for two years — however, there are nuances to this policy and we recommend you read the below to understand what this means.

All-Time vs Daily Data

All-Time Data (such as the number of views an asset has received in its lifetime or its Core Message Score) IS NOT subject to the data retention policy. Single numbers that are stored against assets will always be kept up-to-date. You'll always be able to access all-time data, regardless of how old the asset is.
Daily Data (such as the number of views an asset received daily) IS subject to the data retention policy. If a metric is specific to a given date, we'll store it for the duration of the data retention policy.

For example, if you want to know how many views your assets received each month, you can only go as far back as the data retention policy allows. Alternatively, if you want to know how many views assets published each month received, you can go as far back as you like.

Organic vs Paid Data

For Organic Data (such as a YouTube Channel) the data retention policy works backwards from today, storing for a rolling period of however many years from the current data. This means you can analyse daily performance data for organic assets up to that many years ago.
For Paid Data (such as a Meta Ads Account) the data retention policys works forwards from its publish date, storing for a fixed period of however many years from whenever the asset was published. This means you can analyse daily performance data for paid assets up to that many years from when it was published.

We do this because organic data tends to live longer on your channels and data from too long ago might not be relevant anymore. Conversely, for paid assets, the data tends to be relevant while there is money behind it and they tend not to collect data indefinitely.

Increasing your Data Retention

If for any reason you'd like to increase how long we store your data (for example, so you can analyse daily performance data older than two years) please get in touch with your Wooshii Account Manager and we'll be happy to talk through how we can make this happen.

Please note that if your data retention is increased, it will not automatically back-fill data and only new data will be retained for the new retention period.