Understanding activity data in Ortto
This page is designed to give you an overview of how activity data is stored in Ortto, where you can find it, and how you can store activity data for longer periods.
Read below to learn more about:
Default behavior for activity data
All system, custom and data source activities and their attributes are retained in Ortto for 90 days. The 90-day limit means that Ortto does not retain data that, in some cases, passes its period of usefulness. This could impair the performance of filters, journeys, audiences and other areas of Ortto over time.
Below, you will find how this impacts activity data across each area of Ortto.
Activity feeds are designed to give you a live feed of activity and can be found under the views (profiles or detail pages) for people, organizations, data sources, audiences, campaigns (including journey shapes), and capture widgets.
NOTE: Activities older than 90 days will not be visible in activity feeds.
Any attributes from activities that are important to store beyond 90 days can be mapped to fields to give you an overview of the most recent data for that person or organization.
NOTE: Some activity feeds for journey shapes, including condition, filter, delay and split shapes, are limited to the last 1,000 recipients.
CDP and filtering
Activity attributes will not be available past 90 days to filter people or organizations. For example, results for the following filter conditions (using where clauses to include activity attributes) will be unavailable past 90 days:
- Flight booked has occurred where destination is Los Angeles
- Opened email last occurred 180 days ago where email name is <xxxx>
- Order completed first occurred 365 days ago where Product SKU is 123abc.
While activity attributes expire after 90 days, the first and last occurrences of an activity are stored as a timestamp on a contact's record, meaning you will continue to be able to filter data using this information beyond 90 days.
So, using the above examples, you could instead create filter conditions like:
- Flight booked has occurred – To surface any people who have ever had a flight booked activity.
- Opened email last occurred 180 days ago – To identify a slipping subscriber.
- Order completed first occurred 365 days ago – To identify the anniversary of a customer.
NOTE: Activities older than 90 days cannot be used to create new reports.
Once an activity expires, it cannot be used in a new report. Activities already contributing to reports will continue to aggregate beyond 90 days as long as they are not deleted or reset after editing.
Extend activity data storage
In some cases, storing an activity and its attribute data may be necessary for longer than 90 days. In such cases, Ortto provides a mechanism for customers to opt-in to store their select activity data for longer.
This is known as data retention.
When data retention is enabled, activity data is stored for the defined period to be referenced against. Below, you will find an overview of what enabling data retention allows you to do in Ortto.
Create a new report (snapshot or dynamic) against all your stored data.
You can reference stored activity data along with any attributes to create snapshot or dynamic reports, just as you can with 90-day activity data.
Learn more about creating reports.
CDP and filtering
Create a single-purpose filter of all your stored data.
As retained data is stored in a separate area of Ortto than 90-day data, this cannot be referenced in a dynamic filter.
However, retained data can be used to build out your filter conditions. Matching contacts can then be tagged and you can use that tag to create an audience, send those people a campaign, or export or archive them. Learn more about filtering by activity attributes beyond 90 days.
Audiences and automation triggers
As with CDP and filtering, retained data cannot be used to enter or exit contacts from playbook and journey campaigns as it is stored in a separate area of Ortto.
To work around this, you can either create a retention audience, or trigger your automations instantly using the activity Occurs option, then hold contacts in that journey for the required period you wish to reference activity attributes.
Use a retention audience to group people using specific activity attributes, such as:
more than 180 days ago
destination is Los Angeles
Retention audiences are re-calculated daily. Learn more about data retention and audiences.
Journey activity retention
By default, Ortto will retain the activity that triggers a person into a Journey using the Occurs trigger for as long as that contact remains in the Journey:
The activity and attributes can then be referenced in merge tags and condition shapes throughout the journey.
Configuring data retention
You can configure data retention on an activity or a data source level:
Find the data retention options in the data source's settings (within the data source's view), here:
Data retention can be configured for any system, custom or data source activities under Settings in the activity's view.