Social Listening captures public mentions across 30+ channels — social, news, TV, radio, and podcasts. Every stored mention consumes storage.

Active Data Retention (ADR) caps how many stored mentions a customer can retain. The cap is expressed as a multiplier on the customer's purchased mention volume, and the platform purges any excess in real time, removing the oldest mention first based on its social network created time (the timestamp from the originating channel).

Key concept: ADR for Insights operates on a volume basis. The storage cap is defined by purchased mention volume, while the native channel creation time of each mention governs the order of removal when the cap is exceeded.

How the storage cap is calculated

Storage cap = Multiplier × Purchased mention volume per year

The multiplier is determined by the customer's ADR tier.

ADR Tiers

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Examples (customer who purchased 1,000,000 mentions):

• Silver tier: can retain up to 2,000,000 stored mentions (2 × 1,000,000).

• Gold tier: can retain up to 4,000,000 stored mentions (4 × 1,000,000).

What happens when the cap is exceeded

The way ADR enforces the storage cap depends on how mentions are ingested:

• Live forward ingestion (new mentions coming in): As fresh mentions are fetched in real time, ADR uses an automatic rolling purge. When the storage cap is reached, the oldest mentions (by native channel created time) are deleted automatically to make room for new ones. No manual action is needed — the environment continuously self-trims to stay within the cap.

• Deliberate bulk actions (backfills, re-consumption): These are large, intentional loads of historical or re-pulled data. ADR checks (gates) before  they run. If a backfill or re-consumption would push storage beyond the cap, it is blocked or flagged upfront, rather than being allowed in and then triggering a mass purge.