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.

The data affected consists of historical information that extends beyond your contracted retention period. The categories of data subject to deletion are outlined in the following table.

​

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. 

Assets are foundational in Sprinklr and are reused across multiple features and workflows on the platform (for example, publishing, ad creatives, reporting references, and workflow configurations). 

Only assets that have been uploaded but never used anywhere on the platform are considered for ADR application, based on their upload date. Active or previously utilized assets remain unaffected.  

For Paid, the ad posts themselves are exempt from ADR deletion. The supporting structures used to run ads—initiatives, ad sets, ad variants, and similar objects—are configuration elements, so they are also not deleted. Core analytics tied to ad and organic posts remain available. However, comments associated with those posts will be deleted once they exceed the customer’s ADR retention window. 

Benchmarking data is not within the scope of the ADR impact, and customers will continue to have access to it.

MMA data is not within the scope of the ADR impact, and customers will continue to have access to it.

ADR is applied at the profile level, not the profile-list level. A profile's age is based on its last associated message (or its creation date if none); a profile with no message in the last 12 months becomes eligible for deletion, and a recent message resets the age. Profile lists themselves aren't deleted - they simply hold fewer profiles as members age out.

Dashboards and widgets are configuration and are not deleted, but they display reduced values as the underlying entities (cases, inbound messages, mentions) age out. Custom reports and scheduled exports (configurations) are not impacted.

Saved audiences in Audience Manager are configuration and aren't deleted; however, because they reference user profiles, they will return less data if profiles outside the ADR entitlement are deleted.

ADR application is at Customer level. Data will be purged across all workspaces if the data breaches its entitled ADR package.

No. Once deletion has been executed following retention enforcement, the process is irreversible and the data cannot be recovered. 

ADR enforcement is fully automated across the platform, so there isn’t a way to manually prioritize which items get deleted first. The system follows the defined retention age for each dataset, ensuring everything is handled consistently and fairly. 

ADR application is based on rolling time period. We always retain the most recent data as per ageing criteria and ADR entitlement of the customer. Anything older is deleted during the next execution cycle. It is not tied to calendar years. 

No. The enforcement of retention limits applies only to historical data that exceeds the entitled retention period. Current workflows, integrations, reporting, APIs, and active data within the contracted retention window will remain unaffected. System performance and ongoing operations will continue as normal.

Deletion happens only in Sprinklr, not on the native channel.

ADR enforcement is fully automated at the platform level by Product & Engineering - a backend purge that scans databases, applies ageing criteria and deletes eligible data during scheduled execution cycles. No CSM or customer or field setup is required and no manual DRP rules are needed (DRP is only for a customer wanting to delete data earlier than their entitlement).

Yes. Sprinklr provides multiple mechanisms for customers to export and integrate their data into external systems. These options support both manual and automated workflows depending on your organization’s needs. 

Sprinklr offers three primary methods for data extraction: 

A. In‑Platform Scheduled File Exports 

Sprinklr enables users to configure scheduled or on‑demand data exports directly from the platform. 

Key capabilities: 

• Export data to destinations such as FTP, SFTP, or Amazon S3 

• Supports recurring schedules (hourly, daily, weekly) 

• Output formats typically include CSV or JSON 

• Ideal for operational teams needing consistent reporting feeds 

Documentation: 
https://www.sprinklr.com/help/articles/advanced-use-cases/how-to-use-external-sources-such-as-ftpsf… 

B. UDC (Unified Data Connector) – Data Connector Export Module 

UDC provides a more advanced, configurable export mechanism designed for enterprise‑scale data extraction. 

Key capabilities: 

• Automated export pipelines 

• Support for large‑scale datasets 

• Flexible schema mapping and transform options 

• Ability to push Sprinklr data into your internal data warehouses or analytics platforms 

• Preferred for organizations with mature data engineering teams 

Documentation: 
https://www.sprinklr.com/help/articles/data-connector-export-module/data-connector-export-module/67… 

C. Sprinklr APIs 

Sprinklr’s API suite allows programmatic access to reporting and operational data. 

Key capabilities: 

• REST APIs for on‑demand data retrieval 

• Ideal for integrating Sprinklr data with internal BI tools 

• Useful for custom dashboards, analytics, and automated workflows 

• Supports near‑real‑time access depending on refresh frequency 

API Blueprints: 
https://dev.sprinklr.com/reporting-blueprints 

Use this quick guide: 

​

Most reporting, interaction, and operational datasets are exportable. Export availability may vary based on: 

• Your Sprinklr product suite and entitlements 

• Channel policies  

• Specific dataset configurations 

Yes. Both Scheduled Exports and UDC support fully automated, recurring delivery without manual intervention.

Retaining data in excess of your included entitlement requires supplemental storage, infrastructure, and compliance safeguards. The ADR package covers these ongoing operational costs and ensures continued access to historical data beyond standard retention limits.

If you wish to retain your data for a longer duration, you may upgrade to a higher ADR package. Below are the ADR packages offered by Sprinklr:

• Silver (Default): Rolling 12 month data retention

• Gold: Rolling 36 month data retention

• Platinum: Rolling 84 month data retention

• Titanium: Rolling 120 month data retention

ADR packages are billed on an annual recurring basis. The selected package will be included in the subscription and invoiced each year for the duration of the agreement, unless modified or cancelled in accordance with the applicable contractual terms.

ADR packages apply at the account level and define the maximum rolling retention period applicable to supported data types. Retention periods cannot be selectively customized by individual data type, module, or environment.

If your organization must retain specific data for regulatory, audit, or legal reasons, we recommend purchasing an ADR package. Deleted data cannot be restored or produced for future audit or compliance needs.

If there is uncertainty regarding the appropriate ADR package, you may reach out to your designated Success Manager or Account Executive. They can review data volume, usage patterns, and organizational requirements to help determine the most suitable retention option.

No. The current subscription terms and contractual entitlements remain unchanged. The option to upgrade to an advanced ADR package is entirely optional and applies only if there is a requirement to retain data beyond the retention limits included in the existing subscription.

The applicable deadline is specified in the notification received. It is strongly recommended that a decision be finalized prior to this date to avoid the unintended deletion of data in accordance with the retention policy.

If an upgraded ADR package is purchased after the specified timeline, any data deleted pursuant to the previously enforced retention limits will not be recoverable.

If no action is taken within the specified timeline, the identified data will be permanently deleted in accordance with the applicable retention policy. Please note the following:

• Deleted data cannot be retrieved or restored once removal is complete.

• Current workflows and active data within the entitled retention period will remain unaffected.

If an upgraded ADR package is purchased within the specified timeline, historical data will continue to be retained and accessible in accordance with the revised retention entitlement.

If the upgraded package is purchased after the specified timeline, any data deleted pursuant to the previously enforced ADR retention limits will not be recoverable.

For further assistance in reviewing the available options and selecting the most suitable ADR package, contact your designated Success Manager.

You can find your ADR entitlement in your contract with Sprinklr, and your Success Manager will be able to provide those details. Alternatively, you can contact our Support team at tickets@sprinklr.com to confirm the ADR entitlement currently configured for your environment.

Data deletion is carried out using industry standard secure removal procedures. This process is automated, irreversible, and audit-friendly, ensuring the data cannot be recovered once removed. Standard secure removal procedures to ensure it cannot be reconstructed, accessed, or recovered.

For any questions regarding data, applicable timelines, or ADR options, please contact your

designated Account Executive or Success Manager. Alternatively, you may reach out to us at

tickets@sprinklr.com for further assistance.

The account team must raise a support ticket (tickets@sprinklr.com) to update the new package on the platform.