Labels, retention and the Privacy API
Purpose: Manage data lifecycle and honor visitor rights.
Who this page is for
| Audience | Why it matters to you |
|---|---|
| Admins | Configure settings |
| Legal | Compliance setup |
| Engineers | API implementation |
Data Governance: Labels, Retention, Privacy API
Data labels
Tag variables with sensitivity level:
| Label | Meaning | Examples |
|---|---|---|
| Sensitive | PII or sensitive | Email, User ID, Payment info |
| Moderate | Could identify | Country, Postal code |
| Non-sensitive | Safe to keep | Page name, Device type |
In Admin Console:
- Select variable
- Assign label
- Labels determine how data is handled
Data retention
How long to keep data before deleting.
Configure per report suite:
- Admin → Report Suite Settings → Data Retention
- Options: 25 months (default), 1 year, 3 years, indefinite
Rule: Delete as soon as you don't need it
- If analyzing 90 days of data, delete after 90 days
- GDPR: some EU visitors require deletion within 30 days
Privacy API
Honor visitor rights to access/delete data.
Visitor requests
Access: "Give me all data you have on me" Delete: "Delete all my data"
Your process
- Visitor submits request
- You identify them (hash of email, etc.)
- You submit to Privacy API
- Adobe processes (24-48 hours)
- Data is deleted/provided
Implementation
curl -X POST https://analytics.adobe.io/v2/analytical/jobs
-H "Authorization: Bearer TOKEN"
-d '{
"jobs": [{
"jobType": "delete",
"userKey": "abc123def456",
"namespace": "email"
}]
}'Compliance checklist
- [ ] Privacy policy published
- [ ] Consent banner implemented
- [ ] PII blocking in place
- [ ] Bot filtering enabled
- [ ] Data retention policy set
- [ ] Privacy API tested
- [ ] Team trained
- [ ] Monthly audits running
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End of Privacy & Governance