Delete user profiles

Learn how to delete a user profile from Advanced Personalization.

Advanced Personalization feature uses click and conversion events to generate user profiles. To comply with local data protection regulations, you may be required to delete your users’ data upon their request.

This guide explains how to delete an Advanced Personalization user profile. To delete all events, see Delete a user token in the Insights API.

This feature isn’t available on every plan. Refer to your pricing plan to see if it’s included.

Stop sending events

If you continue to send events after you call the deletion endpoint, a new user profile is generated from those events. Before deleting a user profile from Advanced Personalization, ensure that you are no longer send events with that userToken.

Delete the user profile

Delete the user in the dashboard

After confirming that you no longer send events for the user, go to the user inspector in the dashboard and click Delete user.

Dashboard interface to inspect a user profile

This operation is irreversible and, once complete, search results for the user will no longer be personalized.

The user profile is queued for deletion and a notification confirms the date and time, in UTC, that events are no longer used to generate a profile for the user. This should be around the same time you called the endpoint. The notification also confirms when the user’s data will be deleted (UTC time and date). To comply with data protection regulations, this date is 30 days from the time the request is made. Some data may be deleted earlier.

Dashboard notification displayed after deleting a user profile

Confirm the deletion was successful

As soon as the deletion time is confirmed, the user profile will no longer be accessible in the dashboard. You may have to refresh the page for this change to take effect.

If the user profile reappears, use the Events Debugger to ensure that you aren’t continuing to send Insights events for that user, and that the same ID hasn’t been assigned to a new user. Then complete the deletion steps again.

Only after the scheduled deletion date you can be sure that the user profile has been successfully deleted from Advanced Personalization.

If you don’t use the deletion button, user data is automatically deleted after 90 days.

See also

• Delete an Advanced Personalization user profile
• Delete click and conversion events for a user token