Active Data Retention (ADR)
Updated
Overview
Active Data Retention (ADR) is a paid entitlement that defines how long Sprinklr retains and provides access to your data across all supported data stores. ADR automatically evaluates data as it ages and permanently deletes records once they exceed your contracted retention period.
Retention under ADR is rolling, meaning each record is evaluated individually. Once a record becomes older than your entitlement, it is queued for deletion in the next enforcement cycle.
ADR Entitlements
Your retention period depends on the ADR SKU purchased:
SKU | Retention Term |
Silver (default) | 1 year rolling retention |
Gold | 3 years rolling retention |
Platinum | 7 year rolling retention |
Custom | 7+ years (as defined in the contract) |
Note: All the data beyond the 10-year retention period will be subject to automatic deletion, with no exceptions.
How ADR works
ADR automatically evaluates and enforces data retention continuously in backend. During every enforcement cycle:
All ADR‑covered entities are reviewed.
Each record is checked against the ageing criteria defined for its data type.
Records older than your retention entitlement are permanently deleted.
All ADR deletions are permanent and irreversible.
ADR vs. Data Retention Policy (DRP)
ADR defines the maximum contractual retention limit for your account. DRP (Data Retention Policy) allows you to set customisable retention rules within that limit.
Feature | ADR | DRP |
Contractual maximum retention | Yes | No |
Configurable granular rules | No | Yes |
Mandatory enforcement | Yes | Configurable |
Can exceed ADR limit | No | No |
DRP rules cannot extend retention beyond your ADR entitlement.
Ageing Criteria by Data Store
Each data entity has a specific ageing trigger that determines when it becomes eligible for deletion.
Entity | Description | Ageing criteria | Dependencies/Comments |
Case | Single record that tracks a customer issue and all related interactions | Last message on case | Analytics on case will also be deleted with the post |
Case notes | Internal notes added to a case to document context, actions, or updates | Creation date | Tied to case. If the case is deleted, case notes will also be automatically deleted |
Message (Inbound) | Any customer message received from a connected channel | Ingested date | Analytics on inbound message will also be deleted with the post |
Profile | A unified customer identity combining all known attributes and interactions | Last message on profile | Profile is deleted after all associated messages and cases are deleted |
Task | An assignable action item within a case or workflow for agents or teams | Creation date | |
Survey response | Feedback submitted by a customer through a connected survey | Ingested date | |
Assets | Media files or documents stored for use in customer engagement or publishing | Latest Publish/Upload Time | If an asset is imported into Sprinklr due to a post/message and if the post/message is deleted, the asset will be deleted |
Messages (Outbound) | Messages or content published by the brand to social channels | Creation date | Ads and organic posts will be exempt, however the comments will be deleted |
Mentions | Customer-generated content that references or tags the brand | Ingested date | Analytics on mentions will also be deleted with the mention |
Analytics/Reporting | Dashboards and reports providing insights into performance metrics | Tied to parent entity | Tied to post/message/asset/case etc and gets deleted when the parent object is deleted excluding Analytics on Ads and Organic Posts |
Audit | Logged records of changes or actions for transparency and compliance | Tied to parent entity | Tied to post/message/asset/case etc and gets deleted when the parent object is deleted |
Custom Entity | User-defined data objects created to support unique business needs | Modified date | |
Voice Recordings | A repository of voice call recordings | Creation date | If the case is deleted, then it's corresponding voice recording will also be automatically deleted. |
Note: Any data store not explicitly identified in this document, including those that are configuration-related, is considered out of scope for ADR enforcement at this time. The inventory of in-scope data stores is subject to ongoing review and may be updated periodically to reflect changes in the environment, architecture, or governance requirements.
Active Data Retention (ADR) will not apply to data that is processed to train, finetune, improve, or customise artificial intelligence or machine learning models at the Customer’s instruction (“Model Training Data”).
Model Training Data may be transformed, aggregated, or incorporated into model parameters or weights and, as a result, cannot be selectively deleted or removed without adversely impacting the integrity, performance, or functionality of the applicable model. Accordingly, such Model Training Data is excluded from ADR deletion and retention commitments.
Important Notes:
Cascading deletions: Child objects (example: notes, attachments) are removed when the parent record (case) is deleted.
Analytics impact: Reports may show reduced history after older data is removed.
Checking your ADR entitlement
Reach out to your Success Manager for details on your current ADR entitlement.
Why is ADR Important?
ADR helps you manage your data lifecycle in a compliant, secure, and efficient manner.
Reduces legal, regulatory, and security risks by ensuring data is not kept longer than necessary.
Supports privacy‑by‑design principles.
Ensures only relevant, business‑critical data remains accessible.
Improves system performance by preventing unnecessary data accumulation.
Best Practices
Align retention with business & regulatory needs
Review:
Regulatory requirements
Contractual obligations
Operational reporting needs
Litigation or audit exposure
Retention settings must be intentionally chosen—not left as defaults.
Understand rolling retention behaviour
Data is not deleted in bulk by calendar year.
Each record ages independently.
The deletion window shifts daily.
Rolling enforcement ensures predictable, consistent clean‑up.
Frequently Asked Questions
Is ADR retroactive?
Yes. When ADR is enabled or modified, any data older than the entitlement becomes eligible for deletion in the next cycle.
Can deleted data be restored?
No. ADR deletions are permanent and cannot be recovered.
Can different entities have different retention periods?
No. ADR applies account‑wide. Ageing criteria vary by entity, but the maximum retention term is the same.
Does enforcement impact active workflows or integrations?
No. Enforcement applies only to out-of-entitlement historical data. Current workflows, reporting, APIs, and active data remain unaffected.
Can retention be extended?
Yes. Retention can be extended through a contractual upgrade. Contact your Sprinklr Account Team for options.