Description: Time to Live (TTL) gives customers control over how long event data is retained in their Amplitude instance. With TTL, customers can set a custom retention period at the project OR organization level, ensuring that only relevant data is stored to manage compliance. Once TTL is enabled, Amplitude will automatically delete event data older than your specified retention period.

Why: Companies implement data retention policies to comply with legal and regulatory requirements, ensuring they store and delete data according to industry standards. These policies help reduce security and privacy risks by limiting unnecessary data exposure. For conglomerates with different business units, we’ve built project level support to enable them to have distinct TTL policies to match each unit’s terms of service. Additionally, adoption of TTL will reduce Amplitude’s COGS by not storing data longer than needed.

Where: Admins on Enterprise orgs can turn on TTL from Organization Settings

Available in EUDC: Yes

When: Now! Customers on the prior version of organization TTL have been migrated to this new version—no action is required on their side.

Customers Impacted: TONS of customers have requested these features for years.

Useful Resources: See documentation on Time-to-Live settings.