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Data retention
Data retention policies define how long different data is kept before it is deleted or archived.
Written by Reflective Data experts · updated Oct 5, 2026
Keeping data longer than needed raises cost and risk, and privacy law often requires deletion after the purpose has ended. Analytics tools have their own retention settings that you should review.
Warehouse policies and automated deletion jobs make retention enforceable.
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Data governanceGDPRPersonally identifiable information (PII)
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