Understand available data types, retention and template options when building a data extension.
Each field in a Data Extension has a Data Type, to define what type of data can be stored. The Data Retention Policy determines how long a Data Extension should save data before deleting it. Data Extension Templates are pre-defined Data Extensions provided by Marketing Cloud for common use cases.
Data Extension fields define which information can be stored and correspond to columns in the Data Extension. Each field has a Data Type which defines what type of data can be stored.
Following data types are supported:
For some Data Types, a Length can be specified in addition to the Data Type. The Length defines the maximum number of characters which can be stored in the field.
The Data Retention Policy determines the time period after which unused Data Extension data is deleted. It can specify to store data indefinitely or delete it on a custom schedule. By default, Data Extension data is deleted after 6 months.
Data Retention can only be defined when creating a new Data Extension. It cannot be modified after saving. Furthermore, the Data Retention Policy only deletes Data Extension data and not Subscriber data.
|Individual Records||Deletes single records after the floating retention period.|
|All records and data extensions||Deletes all records and the Data Extension at the same time after the retention period.|
|All records||Deletes all records but not the Data Extension at the same time after the retention period.|
|Retention Period||Defines a time period or a fixed date after which Data Extension data is deleted. The time period can be defined in days, weeks, months, or years.|
|Reset Retention Period on Import||Extends the retention period after importing new data in a Data Extension, to prevent deleting new or updated data whithin the retention period.|
Data Extension can be created newly, from existing Data Extensions, or from Templates. Data Extension Templates are provided by Marketing Cloud and cannot be modified.
When creating a Data Extension from a Template, the predefined fields cannot be changed. Instead, only additional fields can be added to the Data Extension.