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An update to the data retention policy

Starting in 2023, to better align our policies with global privacy and data protection regulations, we will begin to prune very old data from Improvely projects. While we have advertised a limited data retention policy for several years (of 12 months or 24 months depending on plan), that limit has not been enforced in the past.

Starting on January 1st, 2023, we will perform a soft rollout of this policy by limiting the earliest selectable date in reports and dashboards to no older than 24 months (2 years) prior to the current date.

Starting on February 1st, 2023, we will begin automatically deleting data older than 24 months (2 years) from Improvely projects on a routine basis. This means visits, conversions and other activity older than 2 years will not be visible in reports, dashboards and visitor profiles.

If you have any questions about this policy, or a business case that requires access to website usage data that’s more than 2 years old, please feel free to reach out to our support team at